Mars Wrigley grows business with last mile strategy

The firm has recruited more than 1,000 entrepreneurs. " A worker at the Mars Wrigley factory in Athi River packaging Big G chewing gum, one of the brands produced by the American multinational"

In Summary

•Dubbed “Maua” the last-mile programme has helped the company penetrate urban slums and rural areas in Kenya.

•Research indicates that the informal markets comprise as much as 70-80 per cent of Kenya’s retail market.

American multinational–Mars Wrigley is banking on its last-mile programme to continue growing business in Kenya mainly with increasing reach across informal retail markets.

The company, which ...

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