Overall 7pp market share jump, 70% market share in rural areas, and the successful launch of a new and innovative youth offer.
The market had very low penetration and was mainly comprised of young people and those with very low income. Rural areas saw extremely low penetration, and incomes were often less than 1 USD a day; nevertheless, overall, it was still a very dynamic market with strong and vivid competition. In addition to the client's lack of a clear vision of different customer types, there was no coherent offering for different segments. The route-to-market was not under control, and was therefore dominated by strong wholesalers.
In-depth market research was performed across the country, in both rural and urban areas, including customer/consumer, user/non-user, outlets, and intermediaries. The research was the basis for a relevant and distinct market segmentation and mapping of market mechanics in terms of route-to-market and competition.
The result was a coherent marketing strategy with a three-year implementation plan. Detailed value propositions and route-to-market strategies were provided by segment, both for rural and urban areas. This ensured reach and market control. The definition of the communication strategy was adapted by segment, and comprehensive guidelines for media channel usage were clearly outlined.
