Phase 1: Market Analysis (4 weeks)

Conduct a comprehensive Afghanistan FMCG market analysis:

• Market value and volume by category
• Existing big brands (domestic and international)
• Competitive landscape and market share analysis
• Consumer behavior, price sensitivity, and purchasing patterns
• Distribution networks, retail structure, and logistical issues
• Supply chain and logistics feasibility
• Import regulations and trade dynamics
• Price vs. quality dynamics
• Domestic vs. imported products comparison

Phase 2: Product Selection (4 weeks)

Long-list and short-list high-potential FMCG products for market entry:

• Primary focus: Dairy products (UHT milk, cheese, butter, yogurt, ice cream)
• Secondary focus: Beverage products (bottled water, juices, carbonated drinks)
• Tertiary focus: Personal care & baby products (diapers, shampoo, baby milk)

Evaluate products based on:

• Market size and profitability potential
• Competitive intensity and entry barriers
• Supply chain and logistics feasibility
• Alignment with Moby and MOAM capabilities

Phase 3: Go-to-Market Strategy (4 weeks)

Define partnership models with manufacturing and distribution partners.

Design a comprehensive go-to-market strategy:

• Distribution channel strategy leveraging MOAM Logistics
• Pricing and positioning strategy
• Brand ownership structures (co-ownership vs. sole ownership)
• Marketing strategy utilizing Moby's media platform
• Revenue-sharing models
• 3-year financial projections and risk mitigation plans

Deliverable: Go-to-Market Strategy + Business Model Framework

Phase 4: Go-to-Market Proof of Concept (3 months, if contract extended)

• Lead pilot launch with selected products and selective customers
• Execute go-to-market strategy in defined geography (Kabul and/or selected provinces)
• Manage partnerships with manufacturers and distributors
• Monitor and evaluate pilot performance against KPIs
• Provide weekly progress reports and recommendations