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


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.


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