B2B Brand Positioning
Our client is the Karnataka Comprehensive Nutrition Mission. They wanted to launch a fortified food made by self help groups of rural women in Raichur and Gulbarga. The project was supported by Tata Trusts and Karnataka Health Promotion Trust was the field partner.
The clients wanted a sales and marketing consultant to help them arrive at a ground up sales strategy, devise a marketing mix (product range, pricing, brand identity), recruit the right field force and support the launch.
Our brief was to arrive at an insightful and data based retail launch strategy which included brand positioning, brand identity and packaging, trade feedback to the priced proposition and ground up business plan.
In addition, we were also their ongoing recruitment and training support partner for this exercise.
We worked in a phased manner to help the brand launch in Raichur and Gulbarga. This was to be completed in one year, in spite of Covid lockdown.
Brand Positioning : Based on Customer Needs, Existing Product Mix, Competitive Context, Global Trends and Trade feedback
Marketing Collateral Critical for launch : Brand Identity, Logo and Packaging Design, Promotional material (poster, standee, banner, hoarding) and Activation (Kiosk design and Social Media Videos)
Trade Feedback : Market mapping and identifying the right distributors and stores for launch.
Product Pricing : Pricing strategy to include both the costs of distribution, cost of sales and other elements to facilitate ramp up at a later stage.
Business Plan : A plan that includes sales estimates and the cost of retail entry that clearly indicated the level of investment involved.
Brand Launch : Launch of Shakti Vita in multiple locations using a launch calendar involving journey plan, primary and secondary sales tracking and on ground activation
Brand Promotion : Hoarding campaign and on ground hot sampling to create awareness and trials amongst target audience
Brand Promotion : Hoarding campaign and on ground hot sampling to create awareness and trials amongst target audience
Our client was able to arrive at a retail entry strategy that included ground up business plan, accurate feedback on distributor margins and MRP, cost of retail entry and an understanding of online vs offline platform.
CBA was able to help the client arrive at a comprehensive sales and marketing plan for retail launch.
Marketing : Brand positioning, packaging design and in-store collateral
Sales : Trade feedback, margin structure, pricing strategy and granular ground up business plan.
Investment : Cost of retail entry, business plan for break even and investment to un a brick and mortar distribution structure
