• Category :
    Open Market Activation for Benny Chicken Powder
  • Client :
    Tiger Brands

Project Brief:

In September 2019, Zen Concept hired Pandora Agency Limited for the deployment of a highly strategic open market activation to increase brand awareness toward the existence of the 15-year-old brand (Benny Chicken Powder) in key markets (Lagos Island, Agege, Ikotun, Mile-12) across Lagos State. We were to drive off-takes and sales, as well as recruit new customers in the course of the month-long campaign. 


Step 01

Product Knowledge & Training

To effectively carry out agreed objectives, all field officers were a part of a one-day training session. This was highly effective as it got each field officer information ready for the task ahead. From fully engaging with existing customers to attracting potentials whilst achieving each end goal.

Step 02

On The Field

• We engaged traders on the effectiveness of the product through Product Tasting which saw traders real-time reactions documented and communicated to our client. This strategy also encouraged interested traders to carry out WOM to their respective customers.

• Sell off old Benny Chicken Powder stock by creating market activation strategies in-line with the client’s overall objectives.

•Carry out market research and surveys for feedback to improve brand stance and longevity to its customers.

•The deployment of POSMs to further encourage and sustain engagement of the traders and consumers of the brand.

•Turn Old Customers to life long loyalists, building trust and a sustainable pricing module.

•Create a new product distribution orientation strategy.

Step 03

Results and Feedback

Through daily, weekly and monthly monitoring, data capturing and reporting, we were able to secure 13 months of Benny Chicken Powder being a thriving brand across Nigerian Markets, most especially in Lagos State.

We were able to sell off over 5,000 old stocks, generate over 17 Million Naira in 4 weeks, and create a new line of customers (744) in a month.

Client’s Feedback:
Thanks, Kehinde Ruth, It was a pleasure working with you and your team. And because of the hard work your team enforced, we have secured the Nigeria market for 13 months.

– Mr Joe Kawimbe Jr, Co-founder Zen Concepts.

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