At a time when Africa’s GNP was growing at 2-3%, our client was experiencing stagnant sales in its largest African market. We were asked to investigate market dynamics and uncover potential causes.
We began by working closely with the client’s field teams to understand the market landscape by region, including key players and growth factors. In tandem, we interviewed wholesalers, distributors, retailers and customers to gain a clear picture of the consumer path to purchase. Armed with this foundational knowledge, we employed specialized investigative techniques to root out the causes of our client’s disappointing sales.
Our findings revealed a large number of small-scale, unregulated, unbranded producers that affected not only our client, but their major competitors as well. While we proved the market was growing, the extra sales were being attributed to this unlicensed activity. Our research was used to create a cross-industry initiative with the government to bring up the standards in this unregulated part of the industry and ensure that all players conformed to the same standards.