Many years ago, in my first book I had written'24 Brand Mantras', in which there were two important'Brand Mantras' keeping brands and retail in mind. One brand mantra was "Joh Dikhta Hai Woh Bikta Hai" and the other brand mantra was "Respect your local brand."

When the question like "How small brands can get space in crowded retail store especially in General Trade?" were raised, then my second brand mantra would have to be applied and used. Small brands may not remain small forever. Small brands can become big if they have availability, shelf space and visibility.

How does one get that?

I would like to recommend four strategies to achieve the above objective.

Firstly, any brand, whether small or big or for modern trade or general trade, needs to have a strong relationship with the retailer. While retailers value margin, they actually value relationships even more. I would recommend my brand mantra "Sambandh, Nahi To Sab Bandh." Small brands must have patience, develop and nurture relationships and be regularly in touch, because if you are out of touch, you are out of the market.

Secondly, in order to get space in crowded retail stores, one needs to have good visibility. You do not get growth by just placing the brand. Be it display stands or dispensers, POP or signage, it is important to have an engagement with both the retailer and the consumer through good visibility. It is good for your brand to be present in retail, but it is equally good for your brand to be there and be seen at the retail outlet. Shelf space is limited and hence, the retailer will give preference to brands which are involved and give inputs, so that sales increase.

Thirdly, to get space in crowded retail stores, you need to get space in the mind of the retailer. The retailer always looks for good margins and good earnings. If you are able to satisfy the retailer with reasonable margin and earnings, your brand will get good shelf space even in a crowded market.

As the fourth strategy, you need to create a pull for your brand through advertising and communication. Retailers offer shelf space to brands which are successful is moving out stocks off the shelf quickly through consumer pull.

When consumers demand the brand, then retailers are very keen to offer shelf space so that their push and the consumer's pull can combine, to increase sales.

In my opinion, these four strategies can help small brands get space in crowded retail stores specially in general trade.