Case Study

Kaskazi Network Ltd – distributing to the bottom of the pyramid (C)

1 pages
September 2008
Reference: IMD-3-2018

This is the third and last part of a case series dealing with the distribution of FMCG (Fast Moving Consumer Goods) to low income areas (slums) in Kenya. It describes the situation in July 2008. In spite of its success, KasKazi is mainly used for short term promotions by its clients. This creates dry spells and a void in the market when a contract comes to an end. And Wanjohi’s appetite has grown – he is considering expanding into neighbouring countries such as Uganda and Tanzania, and creating and promoting his own products.

Learning Objective

The case series would be suitable for a core marketing course (dealing with the market challenge, and distribution and retail issues in Africa), a course on supply chain (distribution issues in Africa), an entrepreneurship course (dealing with business growth strategies) or a general management course. In all these courses, the case series can be used to illustrate the challenge and complexity of reaching low income customers in developing countries.

Supply Chain, Retail
Field Research
© 2008
Available Languages
Related material
Teaching note, Video
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