StratigoNow
™
approached the assignment like a clinical turnaround - stabilize first, diagnose honestly, then rebuild. We began with a comprehensive audit across retail stores, distributors, and SKU economics. The truth was stark: nearly 40% of SKUs were draining profitability, the so-called “hero products” were surviving only through trade pressure, and the distributor network had become large but dysfunctional.
We undertook a decisive product-line restructuring: eliminating dead-weight SKUs, strengthening high-performing variants, refining recipes where necessary, and creating two new anchor offerings aligned to real consumer taste behavior in Accra.
Instead of expanding distribution, we redesigned it - margins, stocking norms, route discipline, retailer incentives, and city zoning. A leaner, more committed partner ecosystem replaced the earlier scattered one. The brand identity was completely rebuilt. The previous packaging lacked trust cues and made the product look cheaper than its quality. The new identity was clean, modern, and clearly communicated food safety and reliability - the two levers that drive purchasing in packaged meats. Marketing shifted from random, discount-led bursts to a predictable rhythm of sampling, chef collaborations, freezer-signage education, and neighborhood-level targeting. Internally, order-taking, production scheduling, and dispatch were streamlined into a weekly operational rhythm that drastically reduced chaos and wastage.