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 incomes. Rural areas
saw extremely low penetration, and incomes were often less than 1USD 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
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.