Product details

Multipro Consumer Products Limited (MCPL) was recently appointed to distribute the Colgate toothpaste brand in Nigeria. As a result, the Board asked Abiodun, the Sales Director of MCPL, to develop a sales and distribution strategy that would increase the product's visibility, availability and accessibility in Nigeria. Abiodun was aware of data that showed that Colgate was not among the top five toothpaste brands in Nigeria. Also, brand awareness was at 4%, and 23% of Nigerian households had purchased the brand at least once. Only 4% of customers had bought the brand in the last month. In developing his sales and distribution strategy, the Sales Director had three strategic options. These options have several implications for sales allocation, motivation, attrition and distributor effectiveness.