Evolving Channel and Distribution
- Retail Channel and Distribution Structure will change rapidly in the next 10 years. In absolute terms all channels will continue to show growth
- Despite the growth of e-commerce and Modern Trade (MT), General Trade (GT) will continue to remain the lead distribution channel for brands
- Brands need to quickly evaluate their current play across channels to take advantage of this evolving channel mix, the changing paradigms in distribution with the arrival of B2B players, while strengthening/redefining the role of their traditional distributors
- For this brands will have to develop new set of capabilities & competencies
Retail Channel Shift
Our GTM Services
Case Studies
Designing a future-fit Traditional Trade GTM model for a large CPG multinational company
- Developed & implemented strategies on five core levers identified for the new GT GTM :
Channel Network | Trade Investments | Cost-to-Serve | In-Store Execution | Organizational Enablers - 200K new GT stores added to company’s direct distribution
- Sales CAGR of 20%
- 4% of Sales saved through the new GTM, which was reinvested in manpower ,distributor & field force capability development, simplification of systems & process, & adoption of sales automation.
Increasing sales of a personal care brand in Modern Trade stores
- Personal care brand of a CPG company was struggling in modern trade despite doing very well in general trade
- Assessment of many areas - retail relationships, key account management & servicing capabilities, shoppers' perceptions, and point-of-sale activation, as well as store visibility
- Resulting in higher throughput in Modern Trade stores
Strategy and roll out plan for exclusive stores of A leading electronics company- 15% of company's revenue
- A leading electronics player wanted to have 5000+ stores across India
- Research across the country was conducted to understand the shopping behavior, competition, and dealers' expectations. A robust plan of differentiated stores was developed.
- Besides generating more than 15% of the company's revenue from these stores and providing its customers with a superb shopping experience, this exclusive store chain is one of the most successful in the country
How we work
We provide you with a whole new perspective of the evolving Retail Landscape in India
Our proven approach to problem-solving addresses your most difficult business challenges. As a result, our GTM strategies are future-oriented and built to create a long-term advantage for your business.
- We look at the big picture and the emerging landscape
We rise above the din & bustle of your day-to-day business battles to gain a better vantage point. From this higher perspective, we are able to see the full picture of your situation. - We go to the place of action
Solving complex problems requires the highest quality of information. Our senior consultants go to the ground to gain unbiased insights from your customers, your competitors, and your people. - We dive deep
We go to the root of your problems to develop solutions that deliver longer-lasting results. We do this until we discover the real underlying causes using our proven tools - We partner with the best of technology companies
We partner with the best technology companies to deliver exceptional value through automation and AI