Pandemic like Covid happened in centuries but when spread like this, it leaves behind devastation in large numbers. Countries across economic level get syndrome of inflation and rapid exploitation of existing resourced made it more dangerous. Countries like India too badily hit by the Covid 19, since March 2020 more than 5 million people had to left their job, numerous industries are still not started due to big migration of labour and non functional either any related backward integration or forward...
Imbalance in every sector start beeping but there are few segments like healthcare and grocery kirana which remain unaffected throughout the lockdown months. Various new products were introduced by the national, regional and local level consumer goods companies.
Since last six month a positive distruption is seen in new product line , companied of national level like HUL, P&G, Marico, ITC , Dabur, Amul did good while introducting new products and got good pull from consumers specially healthcare and foods.
But issue is about to come for local and regional level players where companies made heavey investment in products side but if market is not responding then what will happen..
Why they are facing demand issue?
1. Distribution channel is now seems totally indifference because all want to do Cash transactions with retailers and but at demand side new products are a challenge for them to seek placement at retailers.
2. Retailers side : Retailer is facing demand crunch and a tough competition from online eB2C players and on the other side they dont have patience and passion to educate consumer for new products as it happened a decade ago.. on the other side retailer do not want to pay for products which are not demanded.
3. Consumer side... less issue when we talk about brands because, they keep a reasonable awareness among them and whenever companies communicate about new launch consumer don't have issue buying as per their habit. but for regional and local players who don't have deep pockets and have no method and resources of mass communication, they failed to make awareness anout new launch.
But above issue is temporary , when devil of pandemic will go under the earth products specially in food segment will have a bright future.
In support of this my blog article wrote during 2012 will show my thought on this.
Product in consumer pack is the future.
It need a organise distribution system , and a uniform name for call for action From where a communication in leu of marketing to be addressed to make consumer aware. There is a channel in between of brand and consumer and that is Retailer...
In this ecosystem product is kept in a black box.. brand carry that box and keep it in the shelf of retailer..
Here as a logistic and finance partner distributor played his role by carrying product to the retail store.
but where is the key, because retailer put a big lock around that box. And without a Key a medium or a communication how it gonna open.
Awareness is the key that should be given to end consumer so that they come to the retail store and ask for the box from where they can unlock the product...
Now companies started working on this front, where more focus is to create pull for the new products.
Kirana King is one of the company in Jaipur who is trying to connect all dots and creating a big platform for brands who are going to enter with new product line and want to explore the market in low cost.
Company's focus is to create a chain of grocery retails stores across Jaipur city.. 160 stores are live.
First ever company in Indian retail ecosystem who is converting old traditional kiranawala to Uniform name " Kirana King" by way of providing aggregation services of management and marketing by creating a network of stand alone traditional Kirana stores under the trade name"Kirana King" and giving them a uniform new look and feel , offering them centralise purchases solutions, managing shelves and display of various renowned brands on these stores and promoting these stores among consumers through various ATL/BTL marketing channels to establish the strong presence in their locality and to boost the sales of these stores thus an Asset light retail chain is working in the retail ecosystem and positively impacting grocery Retail in various ways.
A future for new brands.
