Client: Union Camerounaise de Brasseries
Objectives:
- Develop indirect distribution strategy document
- Increase retail outlet expansion BY 25%
- Increase distribution points by 50%
- Activate alternative distribution (hub and spoke) delivery system (60 in Douala)
- Develop indirect distribution templates and playbook
- Develop alternative distribution templates and strategy documents
- Deployment of visibility elements
MITP Growth Pillars
- Indirect Distribution
- MDC Pilot
- Shopper and Customer Marketing
- Alternative Retail
- SFA
- Capability Development
- Unconventional Retail (e.g. Barbeque Spots)
- Education
Results
- SFA usage training- 89 MDs/MIT
- Merchandizing principles and practices training- 89 MDs/MIT
- 4 back-end officers trained on SFA
- SFA training in Yaoundé – 65 MDs/MITs & 15 managers/ Supervisors
- MDs & MIT re –training on Outlets planned calls steps
- 4821 outlets enumerated in Bafoussam, Dschang, Mbouda & Bafang
- EDS training & deployment in Bafoussam –28, Dschang – 5, Mbouda -5, and Bafang – 5
- EDS Field Training & testing of MIT & supervisor in all locations before deployment
- Recce in all locations Bafoussam, Dschang; Mbouda & Bafang
