In order to make informed tactical decisions on how to increase their brand penetration, Tiger Brands wanted to understand what stores constituted their extended route to market.

Tangerine was employed to locate and map their retail universe, plot brand presence and supply detailed reports. Tiger Brands now has not only a searchable database, but a live Geo Map depicting demographics, GPS co-ordinates and brand presence per store.

The data was gathered from all three sales channels, modern trade right down to street vendor level. The project was completed inside of three months with over 11,800 stores being mapped in all ten provinces.