OUR STRATEGY
At CTIL, our strategy is rooted in our mission to create exceptional beverages that inspire moments of happiness and connection among consumers.
We envision becoming the leading FMCG company in Africa, known for our innovative and high-quality beverages that embody African culture and heritage.
CTIL strategic objectives over the next three years:
Increased Market Share
Achieve a 5% market share in the first year in the market segment a new product is launched.
Timely Product Delivery
Implement efficient logistics and warehousing processes to ensure timely delivery of products.
Positive Cashflow
Achieve positive cash flow within the first 2 years of operations and profitability within the first three years.
Expanded Distribution Channels
Expand distribution internationally, through independent distributors.
Strategic Partnerships
Develop strategic partnerships with distribution channels to achieve 10% Net Numeric Distribution in focused channels by year two.
Improved Brand Recognition
Establish strong brand recognition among target audience through effective marketing campaigns.
CTIL strategic objectives (medium, and long-term)
Medium Term (4 - 5 years)
- Increase company market share to 20% through continuous product innovation, launching new brands, and expansion into new geographic regions.
- Increase revenue growth at a Compound Annual Growth Rate (CAGR) of 12.13% over the next five years.
- Enhance customer loyalty and retention through exceptional customer service and engagement initiatives.
Long Term (5+ years)
- Become a dominant player in the premium beverages market, with a market share exceeding 30%.
- Expand production internationally to capitalize on emerging market opportunities and diversify revenue streams in FX, by setting up production capacity in a hub country for easy distribution to foreign regions.
- Maintain strong financial performance with sustainable profit margins and healthy cash reserves to support future growth initiatives.
CTIL TO KEY ACCOUNTS
Supermarkets, high-end lounge, restaurants and clubs. Key accounts - Consumer
CTIL TO ONLINE PLATFORMS
Jumia, Ominibiz, Konga, etc. Online platforms - Consumer
CTIL TO DISTRIBUTORS
Traditional distributors with warehouses. Distributor - Wholesaler - Retailer Consumer
CTIL TO OPEN MARKET
Open Market distributors with warehouses in the market. Distributor - Wholesaler - Retailer - Consumer
OUR BRANDS
