Driving Retailer Adoption for FMCG NPD

Background

A leading FMCG brand launched new variants of their liquid handwash in FMCG channel with moderate success. While initial sales were strong, sustained growth stalled, raising concerns about product-market fit. The brand partnered with Kirana Club to investigate low retailer awareness and adoption, particularly in Maharashtra, and develop a strategy to drive success.

Solution

• Retailer Research & Data Collection: We combined structured MCQ-based surveys and open-ended questions to capture detailed retailer feedback, uncovering issues beyond surface-level assumptions.
• AI-Powered Insights: Leveraged NLP and AI models to analyze multilingual retailer feedback, revealing sentiment shifts and emerging trends across regions.

Key Outcomes:

• NPD Awareness Gap: Research showed <50% awareness of new product variants in Metro and Tier 1 cities, dropping to <20% in Tier 3+ areas driving the brand to implement a more robust marketing strategy, focusing on regional markets
• Usage Knowledge Deficit: Retailers who knew about the product were unsure how to use it, leading to low sales driving the brand to conduct in-store demos and usage ad films to equip retailers with the knowledge needed for effective selling.The approach built confidence in the business teams regarding the potential of the new product variants.

Conclusion:

Kirana Club’s data-driven insights identified critical gaps in retailer awareness and usage, allowing the brand to take targeted actions that significantly improved adoption and sales.

Want to accelerate your product's success?

Let's connect and discuss how Kirana Club's insights can help elevate your product strategy. Reach us at brands@kirana.club