InfoShop hiver 2015 – How to sell couscous in Algeria

SOPI, an Algerian company, mandated Shop, with Inspiration Nouvelle, to reintroduce MAMA’s famous couscous brand on the Algerian market:

• Re-introduction of MAMA’s couscous, after two years of absence.
• Launch new categories (pasta and flour).

Shop: Reviewed the merchandise strategy • Developed an innovative merchandise concept • Proposed and tested advertising and basic merchandising technics adapted to small and overloaded points of sale • Trained the sales representatives.

When awareness and impulse unite in stores.

Prototypes were elaborated and tested locally by the teams before being established in the stores.

Three tactics were implemented:

1. Launch categories weekly (couscous, pasta and flour) using end aisle (Awareness and Credibility).
2. Increase facings • Highlighting products on shelves: using battens, separators, or small posters (Visibility)
3. Training on basic merchandising technics and on the selling point for the sales representatives.

Inspiration Nouvelle from Alger developped communication tools in order to:

• Improve brands awareness (with television ads, newspaper and ad display)
• Increase visibility and product perception with new packaging.

Result: Thanks to an approach based on the consumer experience, increased brand awareness (with integrated advertising campaign) and on impulse in store, MAMA has seen a steady growth of their sales, until a stock shortage during August…