Lafarge, a global leader in construction materials, sought to expand its reach into South Africa’s informal market. With a significant portion of building materials being sold in townships and small-scale projects, the company needed a tailored approach to increase sales and brand visibility. Our team developed a rollout plan incorporating strategic promotions, marketing events, and targeted specials to drive engagement and adoption among local buyers.
The informal market operates with different purchasing behaviors than traditional retail channels, often favoring affordability, accessibility, and trust in established relationships. Lafarge needed a strategy that addressed price sensitivity while building brand recognition in a market where competitors and smaller suppliers had a strong foothold. Additionally, logistical challenges and distribution inefficiencies in township areas required innovative solutions to ensure product availability and convenience for consumers.
Our team designed a rollout plan focused on localized marketing efforts, including in-person promotional events in key township areas. By offering product specials, live demonstrations, and direct engagement with contractors and small-scale builders, we strengthened brand credibility and awareness. Additionally, we developed a pricing strategy tailored to informal market dynamics, ensuring affordability without compromising profitability. Through strategic partnerships and grassroots outreach, Lafarge successfully expanded its presence and gained a stronger foothold in township construction markets.
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