MANUFACTURING

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 ...

This article is free to read if you register or sign in.

Simply register at no cost and sign in below to proceed.

Opera Mini does not support this functionality with EXTREME Data savings turned ON. Please disable.


Questions or problems? Email [email protected] or call 0711 046 000.