Client: Dangote Cement Plc
Challenge/Brief: Client had an RTM that went ‘dark’ beyond the Distributor. It also had limited reach especially in the New Development areas and suburbs
What We Did: We recommended a rule of Thumb that No one should drive for more than 1 Kilometere in urban areas and 3 Kilometres elsewhere to find Dangote Cement. We recommended and helped to implement a 4 step Market Transformation program
- Cement Outlet Universe Census
- Winning in Retail
- Micro Distribution Centres
- Retail Activation
- Market Developers
3. Competitive Stronghold Attack
Results: Through the outsourced Market Activation Program, we have activated 15,000 outlets
We provided detailed “decision ready” information
We have placed more than 418 MDCs (stymied by Containers paucity)
Some Pictures of Execution:
