Route to Market Review & Refresh

Client – World’s largest Dairy Co-operative
Region – Nigeria

Context

  • Client had a big presence in Nigeria, however the lack of a defined distribution structure and prevalence of the wholesale channel was resulting in huge profit bleed for the client
  • Brief > review existing route to market & identify key profit bleed points to propose potential refreshed route to market options

Action

  • Asbicon undertook a detailed market analysis which involved field visits, capturing client’s commercials & distributor’s commercials
  • An end-to-end value chain view from production > consumption was developed
  • This enabled clear identification of value addition and profit bleed points and hence allowed the recommendations on potential new RTM options

Results

  • Client was able to make informed choices towards refreshing the RTM in Nigeria