Designing win-win partnerships with companies. Pushing institutional sales with marquee modern trade outlets. Running promotions with various partners to perk up sales.
A few months ago, her role underwent an important change. Reetima is now leading the team that is focusing on the small opportunities for
“90 per cent of the FMCG transactions happen at price points of Rs. 10 or lower. For the beverage industry, that is also an opportunity,” Reetima says, about the opportunity she is driving.
It was this market that was waiting to be addressed since most of these transactions happen at one of the nine million kirana stores across the country. Reaching out to the consumers with a portfolio at an affordable price point is now the Holy Grail for Reetima and her team at
Early in 2018,
It was not just the portfolio that the team needed to figure out. They also had to think of ways to change the way the product reached the distributors so that the price could be affordable for the end consumer. Finally, if there was something more or different that the consumer wanted, the team needed to ensure agility to adapt and change to suit these needs. Since the products were being launched in select markets, the communication to consumers also had to be tailored accordingly.
At Rs. 10, the pricing for these products was finalised keeping in mind the hot spot for FMCG goods.
The introduction of new flavours has got a fillip with the new approach to working. The 200 ml Aquarius Glucocharge pack was launched earlier in the year in lemon, orange and apple flavours. More flavours are on the way to give wider options for the consumers to choose from.
“The Rs. 10 price point is great value for consumers in summers, when the humidity is 80 per cent. People need something cold and refreshing to drink,” says Adit Hans, the distributor for Aquarius Glucocharge in Orissa.
Fresh approach to reaching the consumer
With over 100 distributors already by November 2018, the number is rapidly expanding even while the product has taken wings. For efficiency in reaching out to the markets, state-level distribution partners are helping in reaching out to the deepest part of the markets. It has helped create demand for the products in areas which have not been reached through the traditional route. The ‘super-stockist’ model is helping take the product to the interior markets.
The manufacturing process has also undergone a discernible change. For several products,
The co-packer’s facility is now being used for a truckload of about 700 cases, the near-ideal situation for reaching out to smaller markets, before being sent to cash and carry locations.
When all this was put in place over several months, there was one critical change that happened in the way
Even while the market for the core product is growing, in response to the demand from consumers, new flavours will soon be introduced in the market, developed in just a few months.
With several affordably priced products, scaling up could happen faster. More products and variants will add fillip to the portfolio.
Connecting with local language
For the first time,
As the products were sampled at different locations in Orissa, there was some excitement among consumers. They were getting to taste a product that was a definite solution to their problems during a humid day. The price is light on the pocket and that added to the excitement.
The affordability mantra did wonders for