How do you position your brands and products effectively in General Trade store which is very cluttered?

The number of products is continually expanding while shelf space is shrinking. Faced with increasingly complex decisions about which products to place where and how to properly activate them remains a key concern. Our insight is: Drawing heavily on shopper insights to understand their category’s rules. Our vision of which SKUs to place in each store, where to place them, how many facings, what type of layout and what promotions to activate in a way that will best convince shoppers to buy is defined basis shopper insights, is our biggest learning. Having said that, in order to break the clutter in the GTC stores, our strategy always remains to bring the highest brand value with premium quality and leveraging all intangible elements of singularity -heritage, our values etc. The motto is to bring Quality/Price ratio strategy and bring the comparisons and benchmarking – that is the best value within this category. Specific to Moksh, we understand the pulse of the Indian audience. Our strongest USP; our varied product portfolio reflects the demand of consumers in different states. Our SKUs have helped us determine the reach. Currently we are also working on establishing ‘Moksh Zones’ an experience zone in select GTC Locations, specific to our best seller ‘SwarnaChampa’ which shall make the shift ‘from the shelf to the checkout’. 

Can you share any case study related to any innovative POP brand campaign for Moksh?

What makes the best marketing campaign? Innovation with an emotional connect. Our most Innovative POP campaign remains shopper marketing campaign with Antique stores, where we positioned ourselves in the spiritual section of the book stores which connected us with the right target audience. Also, we do lot of branding at the outlets and customize it as per the retail stores. We strongly believe that POP too has gone measurable and also innovation is the key. Based on our experience, companies that rediscover the potential inside each store can watch sales grow by an additional 5% to 15% each year. But this improvement needs to be earned again and again. Shopper behaviour and the retail environment continually evolve, and even the best picture of success needs to be updated. In the era of super-fast shopper decisions and dwindling shelf space, the store has become a must-win battleground. 

What are the key considerations for point-of-purchase elements for design and deployment at General trade? What are your key expectations from Retail Solution Providers who partners with you for the same? 

With the touch of technology, we have moved to the next level of evolution. The traditional form of media has seen a transition with Tablets, affordable TVs etc. Also from the retailers, we expect full cooperation to run an entire program bringing first-hand information/feedback from the buyers be it for new products, test markets etc. and in turn we too believe in their growth. Be it via the Dealer programs, Meet Celebs etc….We have run several programs as for the retail solution providers are our partners for growth.