Tiger Brands creates Perfect Outlets with informal sector expansion

Tiger Brands is expanding its presence in the local general trade and working with customers to create Perfect Outlets in the general trade.

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2023-09-11 13:23:58

By implementing robust Route-to-Market support and solutions for its general trade customers, including spazas and midi-wholesalers it is looking to capture significant growth opportunities identified in the informal sector of the economy.

The business’ growth objective is to expand its reach and support across 130 000 general trade stores over the next five years. To date, the company has reached more than 46 500 general trade outlets with a target of 50 000 by the end of the year.

Creating the Perfect Outlets

In addition to this, its Perfect Outlets includes investments in the general trade in point-of-sale marketing execution across the Tiger Brands basket and branded coolers to improve cold availability of Tiger Brands’ ready-to-drink beverages.

The aim is to establish 2,000 Perfect Outlets over the next five years. To build further brand awareness among consumers in the informal sector and to encourage increased transactional sales of Tiger Brands products, select general trade stores and community walls are being branded with mural stories around some of the company’s most recognised heritage and category brands.

Largely untapped

“With the local informal market remaining largely untapped and statistics showing that it is growing at a faster rate than the modern trade, we see exponential room for growth in this segment and are engaging closely to support our traders and better present our brands to consumers at the point-of-purchase.

“By investing to realise these opportunities, we stand to claim a competitive advantage in the market, propelled by the strength of our heritage brands that hold aspirational category positions in South Africa,” says Luigi Ferrini, chief customer officer, Tiger Brands.

This robust execution is part of Tiger Brands’ strategic focus on building a growth pipeline with the tactical aim of winning at the point-of-purchase, recognising the growing importance and contribution of the informal market to the total South African fast-moving consumer goods (FMCG) sector.

Courtesy of Bizcommunity – read full article here.