Venturing into the traditional trade markets of Kenya to provide affordable nutrition

One of the world’s largest FMCG corporates, a category leader in emerging and developed markets, was seeking a new sales channel development and distribution business model in an un-called upon sales channel in one of their key emerging markets. PLV deployment resulted in over 200,000 SKUs sold, with no product gone to waste. Over 50,000 consumers were sampled across more than 200 activations; both Western and ‘African’ activation models. The pilot was just the tip of the iceberg in a total traditional trade universe in Nairobi estimated to constitute ~500,000 outlets. Scaling the pilot would generate an estimated KeS 2.3m.

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