Q. How to reverse a falling market share for this one-time monopolist in manufacture and supply of Roto moulded water tanks in Ghana?

Process:

We assessed the business from manufacturing to supply to distribution to highlight areas for immediate wins and for long-term market penetration. We tied manufacturing to sales rates to reduce stock holding of slow selling products and created offers for slow moving items to provide liquidity. Created a complete dealer agreement to leverage on the existing countrywide distribution network to ensure brand standards were raised and stock held/impressed at retailers rather than centrally with the manufacturer. Focused communications around ‘make sure it’s a Polytank’ given that Polytank is a category definer.

Outcome:

Relaunched Polytank as the premier supplier of water tanks in Ghana and re-focused the relationship between retailers and Manufacturer for the common benefit of both.

Related Works