Route-to-market diagnosis
Reviewed outlet coverage, pharmacy presence, stock movement and priority town opportunities to understand where growth was being blocked.
Infant Nutrition / South Sudan
Mami Lac Infant Formula route-to-market diagnosis and growth acceleration
Digitera Africa supported Global Foods with a focused route-to-market and field execution approach built around caregiver education, pharmacy visibility, retail availability and trusted product communication.
ClientGlobal Foods South Sudan
MarketSouth Sudan
CategoryInfant nutrition and caregiver education
FocusRoute-to-market, pharmacy visibility and retail activation
RoleMarket diagnosis, field execution and performance reporting
Commercial challenge
Awareness alone was not enough to build trust and movement
The real issue sat across trust, availability and route-to-market discipline
Mami Lac was present in the market, but sales movement depended on more than simple visibility. Caregivers needed credible product information, pharmacy teams needed confidence in how to explain the brand, and retailers needed stronger reasons to stock and display the product properly.
Digitera Africa treated the assignment as a commercial execution problem, not only a marketing campaign. The work focused on where the product was available, how it was explained, how it appeared at the point of purchase and how field activity was reported.
Execution approach
A connected plan for trust, visibility and retail growth
Digitera Africa organised the work into practical workstreams that could be executed in the field and reviewed through clear reporting.
Caregiver education
Used trained ambassadors to support responsible product explanation and respond to common caregiver questions at relevant touchpoints.
Pharmacy and healthcare trust
Engaged pharmacies, clinics and baby care retail points where recommendation, trust and product understanding influence purchase decisions.
Retail visibility
Improved display, shelf presence, point-of-sale branding and outlet visibility across selected priority locations.
Trade engagement
Supported retailer conversations and visibility routines to encourage stocking, clearer product presentation and repeat ordering.
Measurement and learning
Tracked reach, education activity, branded outlets, visibility quality, pharmacy feedback and commercial movement indicators.
Market evidence
The field evidence showed where commercial movement was being constrained
The work showed that visibility, trust channels and distribution concentration were all connected. If caregivers could not see the product, did not understand it clearly, or could not access it through credible retail and pharmacy channels, the brand’s growth would remain limited.
This is why the field plan combined consumer education, retail visibility, pharmacy engagement, trade support and reporting instead of treating each activity as a separate campaign task.
Field execution
Strong images, clear education and visible retail presence supported the campaign
The campaign used a practical mix of caregiver conversations, retail display support, pharmacy touchpoints and product education materials.
Outcome-led proof
The work created a clearer growth pathway for Mami Lac
Rather than presenting the case as a list of numbers, the main value was the connection between market diagnosis, trusted communication, retail execution and commercial learning.
Reach and education
Thousands of mothers and caregivers were reached through structured education and activation touchpoints.
Retail visibility
Priority outlets received stronger branding, display support and visibility routines.
Commercial discipline
The assignment gave the client a clearer view of distribution gaps, trust channels and growth priorities.
Strategic lessons
In sensitive FMCG categories, trust is a growth channel
Infant nutrition growth cannot rely on product availability alone. It needs the right mix of education, credible touchpoints, retail presence, trade support and disciplined measurement.
Trust shapes purchase behaviour
Caregiver confidence, pharmacy explanation and responsible education mattered as much as awareness.
Visibility must connect to availability
Retail branding creates value only when the product is available, visible and supported by trade routines.
Field reporting improves decisions
Regular field feedback helped connect campaign activity to outlet realities and commercial learning.
Planning to launch or grow a consumer product in Eastern Africa?
Digitera Africa can help you structure the market question, test the evidence, build the route-to-market plan and execute with disciplined field teams.
