TREBLED THE BASE BUSINESS IN THREE YEARS – SIGNIFICANT MARKET EXPANSION INITIATIVE ONGOING – EVOLVED PRODUCT FORMATS AND RATIONALISED PORTFOLIO:
Merba was Imagine’s first client. We were given the mandate to manage their existing business in the Middle East, starting in 2015. In just three years, we have helped them triple their base business while also supporting them to expand into six new markets in Africa. Our support has included providing them with a market analysis and assessment in key African markets, which led Merba to invest in a product range specifically designed for Africa’s traditional market environment. Building on our success to date, we are preparing to launch in nine markets simultaneously in Africa (Nigeria, Ghana, Tunisia, Morocco, Kenya, Tanzania, Namibia, Botswana) as well as India and are assessing another four African markets as well. As part of our work, we helped Merba to rationalize the range of SKUs in the market and make a strategic pivot on their product portfolio to focus on more SKUs in the single pack, instead of the multi-pack format, which allows for a lower portion size and price and is more suitable for their target markets.
TREBLED THE BASE BUSINESS IN THREE YEARS – SIGNIFICANT MARKET EXPANSION INITIATIVE ONGOING – EVOLVED FORMATS AND RATIONALISED PORTFOLIO:
Lago has been an Imagine client since 2015. Together, we have helped Lago to grow in the regions where we support them at a compounded annual growth rate (CAGR) of 30%. Geographically, our partnership started in the Middle East and India, where we helped them to identify distributors and launch in three important markets – the UAE, Saudi Arabia and India. Our geographic support for Lago has grown and we are now preparing to launch in South Africa, Ghana, Kenya, Tanzania, the Ivory Coast, and Pakistan. Given the geographic diversity of the markets, Lago has chosen to follow two parallel strategies; one for emerging markets and one for the Middle East. As part of our work, we have supported the Lago team to build the case internally to invest in a new smaller portion (15g) Poker biscuit product, which is smaller, more affordable instead of the 45g portion size. The Mini-Poker product is part of a wider strategy to help Lago to seize the opportunity of traditional trade and retail so that they have the right product range and distributors for the markets they are entering.
Imagine has worked with Edgewell since 2018. Partnership began with a scope of work that focused on identifying and launching the business in Oman and Yemen. Our objective was to identify and appoint a distributor in those markets for Edgewell, which we achieved within one month of working together. The subsequent months were spent supporting Edgewell to finalise its relationship with the distributors, including negotiations, the legal process, setting up the customer in the system and order processing. Our work together now includes launching Edgewell into six markets in Africa. Imagine has helped Edgewell to identify the business opportunities in these markets, assessed the retail and consumers landscapes in the markets, and identified the right distributors. We are currently waiting to receive the necessary information and product samples to finalise our launch plans for these markets.
MARKET ENTRY SUPPORT FOR FOOD SERVICE DIVISION
Bel Group had an established presence across the Middle East, with a very structured team on the retail side which included local manufacturing. However, Bel Group had not succeeded in localizing and launching their food service division. Imagine was asked to create the set-up of a food service division for Bel Group, starting with the UAE. Our work for Bel Group included the assessment of the market size, identifying the right distributor, building a local market strategy, and implementation and launch of the food service business in the UAE. Given the success of the UAE launch, Imagine has now been awarded the mandate of launching the Bel Group food service division across the GCC.
Direct to retail
BYPASS DISTRIBUTORS AND GO DIRECT TO RETAIL – PRODUCT ADAPTATION TO MARKET AND CONSUMER REQUIREMENTS
Fage wanted to explore the possibility of a new route to market that bypassed distributors and allowed it to tell direct to retail. Imagine supported the Fage team by developing the necessary tools to sell directly to retailers, guiding them and advising on the establishment of bilateral agreements with major retailers, and helped them to evolve their packaging to be regulatory compliant while also being attractive to consumers.