Tiger Brands International tasked Marketing Guru to achieve the ultimate objective of sales growth and bottom line profit. We set up a team of 34 dedicated merchandisers and foot soldiers to cover all three of their sales channels. Using tactical field marketing procedures, Marketing Guru has been able to maximise on shelf availability and visibility by effective product placement, promotional compliance, stock control, rotation and effective execution of short dated stocks. The team covers selected Modern Trade outlets, wholesalers and all of the General Trade markets in main centres countrywide. Our dedicated team has ensured we exceed our targets and created store growth and brand penetration.

In order to make informed tactical decisions on how to increase their brand penetration, Tiger Brands wanted to understand what stores constituted their extended route to market. Marketing Guru was employed to locate and map their retail universe, plot brand presence and supply detailed reports. Tiger Brands now has not only a searchable data base, but a live Geo Map depicting demographics, GPS co-ordinates and brand presence per store. The data was gathered from all three sales channels, modern trade right down to street vendor level. The project was completed inside of three months with over 11,800 stores being mapped in all ten provinces.

Through market research we established that the brand was under threat of being obscured by a number of competitor brands. To re-position Jolly Jus, we rolled out a series of activations in the local the markets of Maputo, Matola and Xai Xai. The Marketing Guru promo vehicle staged fun events and competitions to get the crowds participating, whilst our promoters sampled Jolly Jus flavours. Result: The ongoing campaign substantially increased sales and brand loyalty

Well known and loved tangy mayonnaise is used in many local recipes and referred to as the “Tangy mayonnaise in a glass bottle with a green lid” Our objective was to increase the awareness of the brand, increase visibility and reinforce loyalty. Our road show team ran activations in the informal sector, informing and driving brand recognition in a fun and collaborative campaign. Lifestyle signage was installed at stores to support trader sales.

The Benny brand is synonymous with stock powders used by Mozambicans in all their favourite recipes. To stay “on top” requires a sustained sales drive combined with promotion. Marketing Guru uses a mixed methodology campaigning to achieve results. Our sales teams and brand ambassadors populate the informal trading zones to drive sales from stockist to trader stores, while our promo teams roll out activities and competitions. In addition to spot prizes, lucky traders won motor bikes and fully fitted food trailers, creating brand loyalty with opportunities for small business creation and employment. Result – Notable increase in trader sales across 12 busy markets