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  Tools - Retail off-take championship  
     
     
 
Retail off-take championship
 
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How your business benefits: Ingenious marketing of R&D
and branding of a product contributes 50% of sales. Retail offtake centric activation for sales contributes 40% of sales. The balance 10% is contributed by advertising for brand awareness.
 
Trade marketing is very different in unorganized and organized retails. In unorganized retails, offtake happens through the
retailer’s desire, whereas in organized retail it is the self-purchase act in front of a shelf.
 
Brand visibility in organized retails is there by default, that’s
why organized self help retails exist. The key factor is how to
multiply visibility in organized retails.
 
Unorganised retail: Unfortunately Indian advertising is
copycatting advertising styles of developed countries that are
totally driven by organized modern retails. Consumers there
have outstanding interface with the product and brand.
 
The unorganized retail scene in India cannot take support from
this kind of communication that can only inform about the
product’s existence and hard hitting benefit. However, the
unorganized retails have to have strong power to facilitate the
consumer’s offtake of the brand.
 
Traditionally Indian mass market retail driven industries have
been more inclined towards primary and secondary sales. They have little knowledge and no control over tertiary sales, which
is retail offtake.
 
Most brands go through wholesale distribution, where
wholesale sometimes accounts for 50 to 75% sales.
Wholesale distribution is totally unpredictable for a brand.
Wholesale goes through 2 channels, the wholesale market and from individual localized wholesale retailers.
 
When brands go the wholesale route, it means a portion of
wholesale sales quantity and its relevance to retails and
consumers is totally unknown to the company. Also, how the
wholesale driven retailer represents the brand on the shelf is
totally opaque to the company.
 
Our retail offtake championship process caters to 3 areas of
performance:
 
Visibility   i. Brand visibility in the retail on how
to manage consumer navigation to the
brand, unpaid shelving quality,
management of the paid shelf and brand promotion through paid or unpaid shelf
management.

The most critical aspect for measurable
retail offtake of the brand is creating
brand performance in all these areas with your company’s
ASM, RSM, SO and FO. This is more important than any kind of primary or secondary sales.
 
Proximity   ii. Brand proximity to the organized
distributor, retailer, wholesale market
and independent wholesale retailer is of
paramount importance. For this, soft
skills and relationship management play
a huge role to get brand visibility
performance in the retail.

In these very unorganised individual
centric retails, person to person relationship cannot be replaced by advertising.
 
Availability   iii. Brand availability has to be driven
by regular retail offtake parameters so
that the whole supply chain system from
the company becomes dynamic.

High class execution and top focus of
retail offtake strategy are prime movers
in solving the trade connect upto the
replenishment of the product.
 
Our offering: We have a yearly basis retail offtake
championship process for measuring quarterly growth that
results in assured extra growth in the 4th quarter. We take 300 retails as pilot and navigate their performance quarterly.
 
We collect nationwide information to train ASM, RSM, SO and
FO in quarterly workshops where corrective measures can be
taken for nationwide implementation.
 
Within 4 quarters we can transfer the retail offtake
championship process to any enterprise in any industry. Along
with that, we also deliver creative execution for below-the-line
retail communication, shelf merchandising, POPs and product
display units.
 
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CONTACT US: To discuss how we
can help your organization,
call us at +91 98452 09568
SEND US AN E-MAIL
reneejhala@shiningconsulting.com
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  Our clients speak on our disruptive platform approach  
 
             
Jacques Vincent Azim Premji Keshub Mahindra Harsh Mariwala   Theodore Smyrniotopoules   N C Venu Gopal   Gunender Kapur
Jacques Vincent
Vice Chairman
& COO, Danone
Azim Premji,
Chairman,
Wipro
Keshub Mahindra
Former Chairman,
Mahindra
Harsh Mariwala
Chairman & MD,
Marico
  Theodore Smyrniotopoules
CMO, Delta,
  N C Venu Gopal
ED & CEO,
Gammon India
  Gunender Kapur
CEO
TPG Wholesale
 
 
             
Prince Augustin Sooraj Bhatt Rajesh Jejurikar Vineet Taneja   Vineet Agarwal   Gautam Nagwekar   Prahalada Rao
Prince Augustin
Sr. VP, HR
Mahindra
Sooraj Bhatt
Brand Director,
Allen Solly
Rajesh Jejurikar
CEO-T&FM,
Mahindra
Vineet Taneja CEO,
Micromax
  Vineet Agarwal President, Wipro Consumer Care   Late Gautam Nagwekar
Fmr CEO, M&M
  Prahalada Rao
MD, Sssangyong Motors
 
 
Contact us:
Shining Consulting
Contact: reneejhala@shiningconsulting.com
Phone: +91 98452 09568
Website: www.shiningconsulting.com
 
 
 
 
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