How we do things

Case Study

Background

Friesland Campina Nigeria

FCW wanted to increase distribution and awareness in areas of Lagos that have not been serviced before

Problem

Product distribution, brand awareness, point of sale placement and information gathering.

Objective

Penetrate the market and increase numerical distribution, visibility, availability and product awareness.

Solution

Marketpath recruited, trained and deployed a dedicated sales (numbering 26) and field marketing (numbering 75) team and developed call cycles from geo-mapped data.  Additionally, we instituted handheld technology for a variety of functions including data and sales recording, team effectiveness measurement, data cleansing by deleting closed outlets and data expansion by adding new geo-coded sites as sales were made.

Execution

Our dedicated team performed daily stock and cash reconciliation against data recorded at outlets and provided daily monitoring of teams.

    • 20+ calls per day
    • 2,600 outlets covered for direct sales
    • 11,000 outlets covered for activation

Results

Circa 25 000 POS material installations completed in 25 weeks
90%+ call rate achieved in selected universe
Client availability growth target achieved
Exponential growth in sales achieved

POS Material Installations

Outlets Serviced