Determining Drivers of Retailer's Adoption of Brand Products

Background

An FMCG giant was preparing to launch a new line of Healthy Snacks. While aware of competitors' sales, the brand needed deeper insights into retailer advocacy to refine their market positioning. The goal was to understand what drove retailer preferences and optimize the product’s adoption strategy

Solution

Kirana Club conducted research to uncover the factors influencing retailer behavior across markets. Focus areas included competitor brand presence, pricing, margins, trade schemes, and consumer demand, all of which impact retailer decisions.

Key Outcomes:

• The brand gained a clear understanding of its primary competitor (Brand B) in terms of consumer demand, allowing them to adjust their consumer marketing strategy.
• The research highlighted the importance of risk, margin, and trade schemes in driving retailer advocacy. This enabled the brand to design their go-to-market strategy more closely with retailer expectations for stronger partnerships and higher adoption.

Conclusion:

Leveraging Kirana Club's insights, the FMCG brand fine-tuned its market entry strategy, improving retailer advocacy through targeted pricing, trade schemes, and demand-driven marketing. This helped position their Healthy Snacks brand effectively for greater retailer adoption.

Want to ensure a successful product launch?

Let's discuss how Kirana Club's insights can guide your next big launch. Reach us at brands@kirana.club