Case study
Pinnick
Consumer interest was strong, while trade economics pointed to a different go-to-market path.
The challenge
Pinnick needed a clear answer on whether a food and beverage concept could move from Canadian supply assumptions into Nigerian retail reality. Consumer interest on its own could not justify committing capital.
The approach
TACT ran a city-level Compass sprint across consumer, trade, and competitive legs. Fieldwork tested willingness to pay, shelf readiness with general and modern trade, and competitor pricing architecture in Lagos.
The findings
- Consumer: Strong trial intent among target segments, with clear flavour and pack-size preferences.
- Trade: Stocking intent existed, but margin expectations and distributor terms conflicted with the original pricing thesis, so trade carried veto weight.
- Competitive: White space appeared in a specific pack and price band while the originally proposed positioning looked weaker.
The verdict
Enter differently. The market supports entry with adjusted pack architecture, trade terms, and channel sequencing. Continuing on the original thesis would have put margin under pressure in trade.
The outcome
The client recalibrated pack architecture, trade terms, and channel sequencing instead of entering on the original pricing thesis.
