Case Studies & Market Insights
Real results for Nigeria's leading FMCG brands — and intelligence to help you navigate the market.
Case Studies
Price & Distribution Tracking
Promasidor Nigeria
2005 – Present
Nationwide Price Compliance & Distribution Gap Analysis
Promasidor engaged Sales Partners to conduct systematic price and distribution tracking across Nigeria's key trade channels. Our field teams identified significant distribution gaps in the North-West and South-South regions, and price compliance issues in open market channels.
Key Outcomes
- Identified 23% distribution gap in key regions
- Price compliance improved by 18% following intervention
- Expanded to cover all 36 states within 12 months
- Recognised by Festus Tettey, CEO Promasidor Ghana
In-Outlet Brand Evaluation
PZ Group Nigeria
2006
New Brand Launch Intelligence: Mamador Edible Oil
PZ Group commissioned Sales Partners to conduct comprehensive in-outlet brand performance evaluation ahead of and following the launch of the Mamador edible oil brand. Our insights directly shaped the brand's go-to-market strategy and retail execution.
Key Outcomes
- Pre-launch competitive landscape mapping completed
- Shelf placement and visibility recommendations implemented
- Post-launch tracking confirmed strong distribution uptake
- Mamador became a leading edible oil brand in Nigeria
Trade Census & Distributor Training
Guinness Nigeria PLC
2001 – Present
Comprehensive Trade Census & Distributor Capability Programme
Guinness Nigeria engaged Sales Partners for a multi-year programme encompassing trade census, distributor training, brand health tracking, and customer service evaluation. This became one of the most comprehensive trade intelligence programmes in Nigeria's beverage sector.
Key Outcomes
- Full trade universe mapped across all 36 states
- Distributor training programme launched in 2003
- Brand health tracking delivered quarterly insights
- Acknowledged by Consumer Planning & Innovation team
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