Challenge:

A Swiss sweets manufacturer used a national distributor to establish a footprint for its brand in Southern Africa. Executive management believed that the brand was underperforming significantly, and the challenges included an effective sales and marketing structure, profitability, and logistics.

Solution:

Afri-Trade provided a status quo analysis from a legal, value chain and marketing perspective, including an overview of the competitive environment, relevant distribution channels, and potential marketing partnerships.

Result:

The legal analysis recommended relocation of production to a different country so to capitalize on more beneficial trade agreements and save import duties. The in-depth market and competition analysis enabled evaluating suitable brand positioning and marketing mix opportunities. Operationally, different packaging sizes and point-of-sale promotion partnerships placed the product into the heart of the target market.