Overview:
In 2024, a leading Greek manufacturer of disposable food containers aimed to expand its presence in the Kenyan market. With the rise of Kenya’s fast-food industry, urbanization, and a growing demand for affordable and eco-friendly packaging solutions, the company saw an opportunity to tap into the Kenyan market. However, they faced challenges in effectively marketing their products, understanding local consumer preferences, and building relationships with key distributors in Kenya’s food service sector.

Challenges:

1. Market Awareness: Introducing Greek-made disposable food containers in a market with established local and regional competitors.
2. Consumer Preferences: Adapting the product offering to local needs, especially in terms of material preferences and sustainability.
3. Distribution and Retail Reach: Identifying and establishing relationships with distributors and retail partners who could effectively reach restaurants, cafes, and food vendors.

Marketing & Sales Representation Solutions:
To overcome these challenges, the Greek company engaged SCA-Partner consultancy for marketing and sales representation services in Kenya. The support included:

• Market Research and Analysis: SCA-Partner conducted a comprehensive study of the Kenyan food service industry, including an assessment of local packaging preferences, competitive analysis, and the regulatory landscape surrounding food packaging.
• Marketing Strategy Development: Based on market insights, SCA-Partner developed a localized marketing strategy that emphasized the quality, affordability, and eco-friendly aspects of the Greek disposable food containers. This strategy was tailored to resonate with Kenyan food vendors and caterers.
• Sales Representation: SCA-Partner took on the role of representing the Greek manufacturer in Kenya, leveraging its local network to engage potential customers, distributors, and retailers. The consultancy facilitated direct sales efforts, including product presentations and negotiations with key industry players.
• Brand Positioning: SCA-Partner helped position the Greek brand as a premium yet affordable solution, focusing on environmental sustainability and durability. This was aligned with the growing interest in environmentally conscious products among Kenyan businesses.

Outcome:
With SCA-Partner’s marketing and sales representation, the Greek disposable food container company successfully launched its products in Kenya. The localized marketing approach and targeted sales efforts led to strong initial sales, particularly in urban centers like Nairobi, where demand for disposable food packaging is high. The company also secured partnerships with key food service distributors, opening doors for expanded distribution across East Africa. This success has led the company to explore further market penetration into neighboring countries like Uganda and Tanzania.