From mill to household name in under 4 years
The milling landscape in Kenya includes large-scale operations, with around 25 millers processing over 50 metric tonnes daily of grain daily.
Some millers, like Eldoret Grains Limited (EGL), have farm operations, while many others, including prominent names like Unga Group Plc, Pembe Flour Mills, and Alpha Grain Millers, operate without farms. There are also millers with baking operations, such as Broadways Group and United Bakers. This story however, is about how a newcomer was able to overtake the entire industry within just 4 years of being operational.
How Ajab Became a Household Name Brand
At the heart of the Ajab success story is Grain Industries Limited, or GIL. GIL is the producer of Ajab Flour. This case study details their vision, mission, values, and how they were able to cultivate a competitive advantage that helped them leapfrog their competitors within 4 years of being operational.
The case study outlines the steps taken by GIL to make Ajab a household brand, including creating a quality product, positioning wheat flour as their flagship, and implementing distribution strategies and unique marketing tactics. Lessons that all new businesses can use to wedge their way into already mature marketplaces. Enjoy!
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