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Wadi Feed Case Study

Wadi Feed x Qara Solutions: Safeguarding brand equity and expanding market share

Summary
In 2019 and early 2020, Wadi Feed faced a significant challenge as competitors exploited its high brand equity in the Delta and Kafr El-Sheikh markets. Copycat branding and packaging, coupled with the unauthorized use of Wadi Feed’s packaging by competitors, posed a big challenge in customers’ trust. Additionally, Wadi Feed’s limited client visibility hindered its potential to connect with secondary and tertiary market layers. Wadi Feed decided to partner with Qara to address these challenges.

Objectives

Brand Protection

Safeguard Wadi Feed's brand equity from imitation and counterfeiting.

Market Expansion

Increase market reach by connecting with secondary and tertiary market layers.

Price Positioning

Improve price positioning to counter the challenges posed by competition.

Solutions Used: Guard and Reward Chain

  • Client Incentives: QR codes provided incentives for Distributors (D2) and third-layer distributors (D3), fostering a stronger network and overcoming the challenge of a limited client base.
    • QR Code Authentication App: Unique QR codes were placed on the inside and outside of Wadi Feed packages, ensuring product authenticity and preventing counterfeiting.
    • Market Connection: QR codes provided incentives for Distributors (D2) and third-layer distributors (D3), fostering a stronger network and overcoming the challenge of a limited client base.

    Impact

    Market Expansion
    Direct connection with 7,000 small retailers and farms facilitated market expansion.
    Pricing Positioning
    Despite being sold upfront, Wadi Feed’s strategic interventions resulted in improved pricing positioning, making it the second-priced product in the market. This led to a notable increase in revenue.
    Brand Protection
    The QR code authentication program effectively countered brand imitation and counterfeiting, preserving Wadi Feed’s brand integrity.
    Cost Savings
    Mitigated losses from counterfeiting and brand imitation, leading to cost savings in legal and brand protection efforts.

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