Comprehensive FMCG Consultancy Services
From retail tracking to digital transformation — integrated solutions built for Nigeria's unique and dynamic consumer market.
Sales & Distribution Consultancy
Since 1999, we have delivered retail intelligence and distribution optimisation for Nigeria's most respected FMCG brands. Our field teams operate across all 36 states.
Price & Distribution Tracking
Systematic monitoring of product pricing and distribution coverage across Nigeria's diverse trade channels — from modern trade to open markets.
- Real-time price compliance monitoring
- Distribution gap identification
- Competitive pricing benchmarking
- Channel-by-channel performance reports
"Sales Partners' price and distribution tracking has been invaluable to our commercial planning across West Africa."
— Festus Tettey, CEO Promasidor Ghana
In-Outlet Brand Performance Evaluation
Comprehensive assessment of how your brand performs at the point of sale — visibility, availability, share of shelf, and consumer engagement.
- Share of shelf analysis
- Brand visibility scoring
- Merchandising compliance
- Competitive presence mapping
"Their in-outlet evaluation work directly informed the creation and launch of the Mamador edible oil brand."
— PZ Group Nigeria
Brand Performance Tracking / Health Check
Longitudinal tracking of brand health metrics — consumer awareness, trial, usage, and loyalty — to guide marketing investment decisions.
- Consumer awareness tracking
- Brand equity measurement
- Usage and attitude studies
- Trend analysis over time
"Acknowledged by the Consumer Planning & Innovation team at Guinness Nigeria as a critical partner."
— Guinness Nigeria PLC
Distribution & Trade Development
Trade Census
Comprehensive mapping of the market universe — identifying all trade outlets, their source and mode of supply, trade terms, and key sales drivers by channel.
- Full outlet universe mapping
- Supply chain source identification
- Trade terms documentation
- Sales driver analysis by channel
"Their trade census work gave us an unprecedented view of the Nigerian market structure."
— Jonathan Oyibo, Head of Customer Marketing, Guinness Nigeria
On-Site Distributor Training
Capability enhancement programmes for distributor sales teams — equipping them with best practice tools and modern sales management techniques.
- Sales capability assessment
- Best practice tool deployment
- Modern sales management techniques
- Performance measurement frameworks
"The distributor training programme was central to the success of the Guinness trade partnership scheme in 2003."
— Guinness Nigeria PLC
Customer Service Evaluation
Assessment of wholesaler visibility, brand availability versus competition, price compliance, and the impact of merchandising activities.
- Wholesaler visibility audit
- Brand vs. competition availability
- Price compliance assessment
- Merchandising impact measurement
"Their customer service evaluation work has been consistently acknowledged by our Consumer Planning & Innovation team."
— Tayo Salami, Head of Consumer Planning & Innovation, Guinness Nigeria
Market Research & Consumer Insights
Cross-locational trade and consumer research covering Nigeria's diverse regional markets — delivering the intelligence FMCG brands need to compete and grow.
- Quantitative & qualitative research
- Consumer attitude & usage studies
- New product development research
- Regional market intelligence
"Rigorous methodology and deep local knowledge make Sales Partners our go-to research partner."
— Senior Client, FMCG Sector
Digital Transformation, in Partnership with Leading Software Delivery Firms
Working in partnership with leading software delivery firms, we bring enterprise-grade digital transformation capabilities to Nigeria's consumer goods industry.
Strategic Analysis & Enterprise Assessments
We work with organisations to assess their current state, define their transformation objectives, and build a clear roadmap for enterprise-wide change. Our structured approach ensures alignment across stakeholders and sets the foundation for successful digital delivery.
Data Analytics
Extensive data analytics solutions using modern cloud technology — turning raw FMCG data into clear, actionable intelligence that drives smarter commercial decisions.
Ready to Transform Your FMCG Business?
Let's discuss which services best fit your growth objectives in Nigeria's market.
Book a Consultation