Determining Retailer Propensity to Adopt a New Detergent Variant

Background

An FMCG major sought to launch a new detergent variant and wanted to assess market sentiment before the launch. Their goal was to identify potential challenges and develop strategies to ensure the product’s success in the market

Solution

We designed a research study focusing on two key areas:

• Retailer's likelihood to stock the new detergent variant
• Potential cannibalization of existing detergent SKUs by the new variant

Key Outcomes:

• Retailer Intent to Stock: Metro& Tier 1 cities: Over 60% of retailers showed intent to stock while 30% expressed interest in Tier 3+ towns. Brand focused marketing efforts on T2, T3, and rural markets to boost demand where interest was lower.
• Cannibalization Trends: Higher concerns in Tier 3+ towns via Metro & T1 cities led the brand to design trade schemes that incentivized retailers to stock more of the new variant, with higher discounts on larger pack sizes.

Conclusion:

Kirana Club's insights empowered the FMCG brand to develop targeted strategies, refine marketing, and optimize trade schemes for a successful product launch.

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