New Route-to-Market

Brief
To use our understanding of the local market to reach the Non-called upon areas in Nigeria where the Client’s brand has not penetrated fully and find opportunities to create system efficiency in pursuit of cost reduction; improve consumer’s experiences in order to sell more than competitors.

Our Approach
We used a hybrid lens of high population, a high proportion of residential areas; a high prevalence of neighborhood stores and alcohol outlets across formal and informal trade to give a range finder perspective on Local Government Areas (LGAs). We then conducted interviews in 10 states and over 2,000 outlets. 500 distributors were interviewed in LGAs throughout the 10 states.

Our Output
Webhaptic Intelligence identified a new Route-to-Market (RTM) for the client so they can easily penetrate the Non-called-upon areas.