Determining Roadblocks Preventing a New Launch Penetration & Success

Background

An FMCG major launched a new chocolate biscuit, heavily promoting it across markets. Despite aggressive marketing efforts, sales remained slow. The brand wanted to identify the barriers retailers were facing in selling the new product and understand the roadblocks preventing successful penetration

Solution

Kirana Club conducted extensive research to determine:

• Retailers' awareness of the new product launch
• Key roadblocks preventing successful product adoption

Key Outcomes:

• Distribution Strategy Adjustment: The brand revised its distribution strategy by commissioning super-stockists in T2 and T3 markets to address supply chain challenges.
• Marketing Strategy: A refined marketing strategy was implemented, amplifying demand in markets where low demand was identified as a key issue.
• Trade Schemes & Margins: The brand optimized margins and trade schemes, offering better incentives to retailers to encourage higher adoption.

Conclusion:

With insights from Kirana Club, the FMCG brand successfully identified key barriers and made necessary adjustments in distribution, marketing, and trade schemes, resulting in improved retailer adoption and sales growth.

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