Category Archives: FMCG

FMCG Processes, Innovation and Practices

‘Convincing Demo, Sure Sell’- through team learning

“The fact is, everyone is in sales. Whatever area you work in, you do have clients and you do need to sell.” -Jay Abraham A customer seldom bothers about or even considers the amount of technology or research that must have gone into creating a product and how unique it is. Perils of a Customer Purchase Journey Let’s trace back the journey of a product purchase from a customers’ perspective, you are free to choose any product that comes in your mind, from FMCG, Consumer Durables or Insurance. The chances of a customer choosing your product over the others become Continue Reading →

‘Convincing Demo, Sure Sell’- through team learning with BeatRoute

BeatRoute is an intelligent field execution platform that makes every field team member 10x more effective. It is a one-stop platform that helps you drive more sales through field teams. One of the key use cases that BeatRoute solves is helping the organization communicate and deliver standardized communication to its Field Teams and Customers. A few pillars make BeatRoute’s mechanisms foolproof- Multimedia Content The chances of your product being successful should not be based on the memory of a field force person, rather on solid formats that the field force can refer to, as and when needed. BeatRoute allows you Continue Reading →

GPS Tracking – The Game Changer for Field Force Management

  Technology is essentially changing the way we do our business and why shouldn't it? With the growth of any business that has a field force, it becomes a pressing need to have a closer eye on each activity; robust GPS tracking could be a possibility here. Handling a field force without technology is not only beyond the bounds of possibilities but unintelligent as well. No matter how big or small your team is, managing and monitoring it, effectively, is difficult. And helping them do their job better is undoubtedly a big challenge. One of the key things about managing Continue Reading →

Order Maximization – A game changer

Maximising orders by retailers is critical to any sales driven business, especially for FMCG and Consumer Durable product companies. This lever worked on effectively with the sales team, can have a major impact on the top line of the  FMCG and Consumer Durable product companies.  However, this isn’t a cakewalk - as anyone who’s been in sales knows - and the challenge only multiplies when trying to drive this across an entire field sales team. Just a few challenges and pitfalls can drastically hamper order maximisation efforts and sales. A key aspect that can hinder a sales rep is visibility Continue Reading →

Visual Merchandising – The ‘BeatRoute’ Retail Route

When it comes to sales - whether for FMCG or Consumer Durables or other consumer products companies, meticulous strategy and planning go into remaining on top of the game. Amongst the practices commonplace, yet differentiated and effective, in the retail industry, visual merchandising is right there at the top of the list. Well executed floor plans, attractive, three-dimensional displays, special packaging and posters, and right product placement - all to pique customer interest and maximize their sales. Companies are vying against one another to grab the same set of eyeballs to drive their sales at retailers up and get the Continue Reading →

Retail Store Engagement : Secret Weapon for Brands to Influence Sales

Retail - store engagement with the best retailer app. There are 12 million kirana stores in India translating into 10 stores per 1000 Indians. These stores often act as key influencers in consumer’s purchase decision and are rich source of market intelligence. Engaging with this large and diverse kirana store network arguably forms most important element of brand’s strategy. Brands have traditionally leveraged (and built) distribution network of distributors, wholesalers, semi-wholesalers, super stockist, stockist, and suppliers to get their products placed at kirana stores. Seamless communication channel with kirana stores cutting across a large channel of distribution partners remains a Continue Reading →

Government Subsidies and FMCG Secondary Schemes have Same Problems

Truth is only part of the secondary schemes actually translate into your product reaching the retail shelf. That’s no different from Government subsidies. They both actually suffer from same issues - • End beneficiaries are unknown in number. For even most organized companies, there is no guarantee on the exact number of stores and duplicate/fake ones. • For lack of qualitative profile of the end beneficiaries, providers do not know which subsidy will benefit which category of target. • Waste of considerable money. Only a portion of the benefit actually flows to the intended target Story is same in any Continue Reading →

Mobile App for Visual Merchandizing

  Just to get the definition out of our way - "Visual Merchandizing" is about organizing your product display at the retail store shelf to ensure maximum visibility to shoppers. Whether at small stores in General Trade Channel or large stores of Modern Trade Channel, companies adopt tactics and negotiations to achieve most favorable display facings. While all the knowledge exists it’s been a wild good chase for managers in FMCG and Consumer durables industry to deal with following issues -   Difficult to enforce display contracts In a highly scattered, busy, dynamic and competitive environment of retail activity, it Continue Reading →

Demand-Pull V/S Stock-Push

What's your strategy to drive sales and get the maximum out of your potential product!!   1) Stock-Push with Distributors On one side practitioners continue to focus on stock-push with distributors by offering margins, schemes and promotions. This has worked traditionally on the belief that if your business partners has stake in it, he will go ahead and replenish at existing retailers and find new retailers continuously. Challenge however remains that often a distributor does not have the knowledge base on what is the exact potential of a territory and its demographics. The question is should you consider your distributors Continue Reading →

What is visible is what retails!

And not what has been pushed to the distributor. Many FMCG and Consumer Durable products are sold only at the point of sales and many others loose out because they are not available at the point of sales. Ten out of ten times a consumer walks into a store, your product should look her in the eye. Is that really possible to achieve at thousands of stores scattered across the length and breadth of a country? Answer is “Yes Continue Reading →