Grain Industries Ltd Case Study
Introduction
In 2017, Grain Industries Ltd (GIL) was a new entrant in the wheat milling industry in Kenya seeking to launch a unique, innovative and differentiated product portfolio into the market, starting with a wheat flour brand.
Its key business objective was to be become the market leader in the milling industry in the first 3 to 5 years.
Campaign Objectives
– Create and develop a strong brand that would score better than the category leader in brand awareness, recall and conversion.
– Develop a strong and appealing positioning that will build brand salience overtime.
– Drive and sustain higher visibility at all points of purchase in both modern and general trade.
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Our Approach
Our process begun with understanding the market context and its implications, our target audience and their need states.
We then set about developing the brand identity for the new wheat brand including the name, packaging, architecture and positioning
We developed a distinctive
brand name AJAB (Kiswahili for ‘amazing’) & identity that would position our brand as an exceptional wheat flour
Our Big Idea
Ajab. The Flour that does more!
Communication Channels
Digital, OOH, Radio & Experiential
Results
– 80% TOM awareness in the first six months of launch
-Our Facebook page grew by 88,000 new likes within the first six months of launch
-Reached a total of 2,336,154 accounts during the launch period
-Demand for Ajab was so high that GIL had to triple their milling capacity to meet demand.
-In 2024, Ajab was voted the 5th (out of top 100 brands) most loved brands by Kenyan women.
-To date, Ajab is the market leader in the wheat flour category in Kenya commanding 30% market share.
Nunc sed blandit libero volutpat sed. Mattis aliquam faucibus purus in massa tempor. Laoreet id donec ultrices tincidunt arcu non sodales. Amet cursus sit amet dictum.
Nibh mauris cursus mattis molestie a iaculis at. Sagittis nisl rhoncus mattis rhoncus urna neque viverra justo. Eu turpis egestas pretium aenean pharetra magna. Purus non enim praesent elementum facilisis leo vel. Consequat mauris nunc congue nisi vitae suscipit tellus mauris.
