Under the impetus of Regional Marketing Coordinator Innocent GNANKOU, who is also DCM SUCAF-CI, the sales and marketing teams from the various sugar subsidiaries have broken new ground by organising the first group seminar in Chad.
It was a strategic meeting, based on sharing experience, agility and innovation.
From 16 to 20 June, the sales and marketing teams from Sosucam, Saris Congo, Sucaf Côte d’Ivoire and CST met in N’Djamena for the annual sales and marketing seminar dedicated to our pan-African sugar brand: Princesse Tatie.
The main objective of the meeting was to consolidate the 2026 Integrated Sales and Marketing Plan (ISMP), budgets and action plans for each subsidiary.
The meeting began with a review of first-half sales and marketing performance and the outlook for 2025, with a view to identifying growth drivers and priority areas for attention.
The understanding of consumer perceptions, expectations and behaviour with regard to our Princesse Tatie brand was facilitated by the Immar consultancy, author of the Usage & Attitude study carried out in the countries of the various subsidiaries on the sugar and sugar by-products category.
In order to gain a better understanding of the realities of the Chadian market, participants took part in a number of field visits: a visit to homes, traditional and modern markets, as well as a visit to the Brasserie du Tchad (BDT).
At the end of the seminar, the first foundations of the 2026 plans were laid, in line with the Group’s development ambitions. An update was also given on the progress of the CAP27 project, which aims to improve the Somdia Group’s sales and marketing dynamics over the long term. À
All in all, it was a seminar rich in exchanges, strategic alignment and concrete commitments, paving the way for a new stage of structuring and collective performance in Somdia’s sales and marketing dynamic.
In total alignment with CAP27, the teams are committed on a daily basis and continue to grow together.
