Velo SSA
Nicotine Pouch | Sub Saharan Africa
Mark Williams | Senior Marketing Manager
Delivered by Mark Williams in his prior role as Senior Marketing Manager, BAT Sub-Saharan Africa.
A new product category, entering complex and competitive Sub-Saharan African markets. The brand needed to establish presence, build distribution, and earn consumer trust across multiple distinct markets simultaneously.
The Challenge
Build market leadership in South Africa, overcome regulatory barriers and re-enter in Kenya and unlock the category in Nigeria, all whilst ensuring a prioritised approach to optimise commercial delivery. With different regulatory environments, competitors, consumer profiles and distribution challenges in each market.
Approach
Led end-to-end brand and marketing strategy and commercial plan across the SSA cluster. Aligned global brand guidelines to local market requirements. Built tailored market-entry plans for South Africa, Kenya and Nigeria. Drove integrated planning across commercial, consumer experience, digital and deployment teams. Managed Kenya's market comeback including regulatory engagement and a full brand relaunch.
The Results
300%+ volume growth in South Africa. Distribution increased by 65% through focused commercial planning. Market leadership achieved with superior brand health indicators vs competition. Kenya market comeback delivered and exceeded consumer expectations. Nigeria launch plan completed, fully ready for regulatory unlock.
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