We found a media partner who would do more than flight billboards. FrontSeat created a mobile app that enables GSK to geo-locate stores through capturing stock and point-of-sale messaging. GSK now successfully communicates daily with each store owner.

The top 100 revenue generating spaza stores have been refurbished both inside and outside. Although manufacturing custom-sized collateral and the logistics of reaching remote stores was challenging, three phases have been implemented and phase 4 is due to roll out. To date 704 stores have received 3,520 tailor-made branded collateral e.g. billboards, directional signage, store branding, coin mats and furniture.

Wholesale value share has grown from 55% to 74% YOY as of February 2015.

Grand-Pa's overall value share of market has grown from 45% to 48% over the same period.

Nothing was spent on media rental as we utilized the R3 million budget to produce collateral - the equivalent media flighting value and cost of developing the mobile app is valued at an incredible R19 million.

Grand-Pa continues to drive Analgesic Category growth and is in fact growing ahead of the category.

The daily interaction between FrontSeat and each store owner delivers continual business intelligence.

GSK are planning on rolling out this best-in-class initiative for other local brands and developing African markets.