How do FMCG Companies Increase Sales Volume in Africa?
It’s a good question and one that Enchange is often asked. Enchange has been helping clients in Africa for over 25 years. Whilst many things have changed in that time, for example, the use and availability of technology, many things remain the same.
One of the constants in African markets for consumer goods companies is the difficulty and complexity of the Route to Market. Not only are there potential cultural, political, geographic, security, logistical, commercial, financial, (I could go on?) etc., considerations, but there are also availability issues. Not availability in terms of products, brands or SKU’s, but availability of effective distribution and distributors.
If we accept that a majority of FMCG multinationals choose Indirect Distribution in African markets, then they are relying on other people to look after the movement of product from factory to consumer.
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