Last updated : June 12, 2018 6:19 pm
With its products available in over 20 states of India through more than 400,000 retailers, over 2500 distributors and 250 plus super stockists, Manpasand Beverages is planning to scale up to new heights in the beverage category in both general and modern trade. Recently for their retail distribution in GT, they have tied up with Parle Products for their new flagship brand “Mango Sip Gold”. Abhishek Singh, Director, Manpasand Beverages chats up with Nabamita Chatterjee of Point-of-Purchase magazine and shares more about their retail strategy ahead. Edited excerpts…
The core strength of Manpasand Beverages has been the company’s strong distribution network across India and its presence in the rural and semi-urban markets. Further, we have embarked on a path to create innovative beverages, which are not only affordable but also nutritious.
In this context, we have tied-up with Parle Products, makers of Parle G, to increase our footprints.Manpasand Beverages will have access to Parle Products’ 4.5 million outlets panIndia for the flagship brand “Mango Sip.” In this
How do you position your brands and products effectively in general trade stores, which are cluttered?
One of our key strategies has been leveraging retail distributor relationships apart from other marketing strategies. The company offers a scheme to distributors and retailers to purchase cooling accessories such as fridges and iceboxes at discounted prices to create value. These accessories prominently display the company’s brands and provide a primary marketing and point of
Can you share an example of innovative POP branding campaign for Manpasand Beverages?
To appeal to a wide range of customers, we introduced PET and Tetrapack in various SKUs and at affordable price points. For our various brands at GT, we use colourful posters and danglers at the POP to entice the customers.
What are the key considerations for deciding on POP elements for design and deployment when it comes to general trade?