Wednesday, March 15, 2017

5 Ways a FMCG Brand can leverage GT Retail Network


Indian retail is vastly classified as organized or modern retail and the unorganized Kirana or neighbourhood stores. Though the penetration of modern retail has increased manifold in the past few years, the Mom 'n' Pop stores remain unfazed, serving their loyal customers with the same grace. These neighbourhood stores provide an unmatched opportunity for FMCG Brands to extensively engage with grocery shoppers. Here’s a few reasons why:

1.  Enhanced Brand Visibility through Strategic POSM Installation

Though modern retail and online models have slowly found acceptance among urban shoppers, neighbourhood retailers still remain the preferred choice of majority. 93% grocery shoppers still prefer shopping at Neighbourhood stores. Locational convenience, Proximity
of distance, Ease of Home deliveries over phone, short delivery spans, Monthly Credit/khata facility etc allows them to be the Heroes. Shoppers enjoy a short walk out of their homes or phone orders rather than getting into the hassel of pulling out their car and then struggling with traffic and parking issues to buy every nick-nack from some supermarket. Thus ignoring these stores in your marketing plan might not be a good idea. As a Brand Manager you should look at strategic In-Store Branding & POSM placement in form of posters, bay breakers, danglers, tent cards, wobblers to keep your Brand visibility high.

2.    Multiple Promotional exposure Generating Brand Recall

Interestingly a large percentage of shoppers make multiple visits to these stores, sometimes on a daily basis to pick items of convenience or routine needs. Thus providing an excellent opportunity for Brands to seed their existence and generate Top of Mind recall by exposing audience to their Brand communication and allowing them to sublimely register it in their brain. Brand must resort to high visibility, durable collaterals to ensure itself a primary position in customer’s mindscape.

3. Influence the Influencer to Generate Sales

Unlike Modern retailers, kiranas hold with them a loyal set of customer base who have been buying from him since ages. They share with them a fiduciary relationship and hold a position of trust. More than often shoppers seek guidance and recommendations on what detergent should they use Or how good is this new shampoo or what toothpaste would provide relief from tooth sensitivity?

Building relationship with these Kiranas, or running retailer oriented marketing campaigns like contests, celebrative engagements, Birthday and Anniversary engagements, loyalty programs can sure provide you an indirect edge for your Brand turning the retailer into an advocate. However you’d need to carefully tread on this opportunity and ensure it does not backfire in case the advocate turn into your antagonist due to any reason.

4. Targeted Sampling Initiatives

Neighbourhood kiranas serve as an excellent center for running targeted sampling initiatives. If you wish to generate trials among extremely niche segments this is the perfect place to tap the relevant consumer. Let’s say you launch a baby cereal and you wish to generate trials among women having infants, neighbourhood retailers can help you do just the job by profiling every store customer for your criterion since they anyway know most of them by name and have a fair idea about their household demographics.

5. Test Marketing & Feedback Collection


A particular kirana transaction is focused less on conversion and more on conversation. Transactions at these stores are not just a monetary exchange but are also exchange of small talks, colony gossip, product reviews and a lot more. Thus these stores also prove highly resourceful for test marketing ventures and/or analyzing consumer pulse through feedback for your newly launched or even an established Brand.

21 comments:

http://pickwriters.com/ said...

Those are actually really logical and productive ways of leveraging the retail network. You blog is absolutely interesting and informative. Thank you for posting.

reviews of essay writing service said...

Nice and interesting blog!. I am really happy that I have visited your blog. I really enjoyed reading this.Got to know more knowledge on retail network. Thank you so much for sharing this! Looking forward to the more excellent post.

Ranga Srini said...

Interesting blog. Thanks for sharing.

-Rangasri
Oracle SOA Training in Chennai | Load Runner Training in Chennai | DOT NET Training in Chennai

hotmail email said...

Excellent article. Very interesting to read. I really love to read such a nice article. Thanks! keep.

Sugi Bala said...

I am really happy with your blog because your article is very unique and powerful for new reader.
Click here:
selenium training in chennai | selenium course in chennai
selenium training in bangalore | selenium course in bangalore
selenium training in pune | selenium course in pune | selenium class in pune
selenium training in pune | selenium course in pune | selenium class in pune
selenium online training | selenium training online | online training on selenium

Essay expert said...

Absolutely fantastic posting! Lots of useful information and inspiration, both of which we all need!Really appreciate your work.Essay writing service usa

Shahbaz Anshari said...

Yes you are right, FMCG can leverage the GT retail network
AC Repair Dubai

John Miller said...


That’s a great piece of information about FMCG can leverage the GT retail network . Please do keep me posted on any further updates on this article. Thanks!

selenium training in hyderabad said...

Thanks for sharing such a valuable information best SAP S4 HANA Simple Finance Online Training in Hyderabad

Macbook Liquid Damage Repair said...

This is nice post.I am extremely cheerful that I have visited your blog. I truly appreciated perusing this.Got to realize more learning on retail arrange. Much thanks to you such a great amount for sharing this! Anticipating the more fantastic post. Thanks!!

Payment gateway Integration Service said...

Thanks for the blog loaded with so many information. Stopping by your blog helped me to get what I was looking to find it here

Essay Writing Service UK said...

Here the post explained the 5 Ways an FMCG Brand can leverage GT Retail Network
Hope that this relevant information will helpful for readers to get more updates in business and retail marketing. Refer best essay writing service reviews to read business journals.

Essay Writing Service UK said...
This comment has been removed by the author.
Essay Writing Service UK said...
This comment has been removed by the author.
Anonymous said...

hello! If you have any query of Garmin map updates related and want to solution of that, then visit our website and get the instant solution from our service experts.

Unknown said...

amazing post man www.hotmail.com

Unknown said...

amazing post man littmann master cardiology review

kanu said...

nice post....aptoide apk download

kanu said...

nice post....best cloud storage 2019

kanu said...

nice post...click here to login

kanu said...

nice post....View Students Scores in Achieve3000