fast moving consumer goods company
DESCRIPTION
The client, a leading FMCG company with operations in more than 100 countries and sales in 180, has a product portfolio of home care, personal care and food products that include a number of “billion dollar brand” household names. The client set up a goal to improve the health and well-being of rural families across India by bringing convenient and affordable access to high impact health and wellness product choices comprising pure water, personal hygiene, sanitation, and nutrition. For more information visit here http://www.sannams4.com/TRANSCRIPT
CASE STUDY
NEW DELHI | MUMBAI | BANGALORE | CHENNAI | LONDON | BOSTON | SAN FRANCISCO www.sannams4.com
Fast Moving Consumer Goods CompanyBUSINESS NEED
The client, a leading FMCG company with operations in more than 100 countries and sales in 180, has a product portfolio of home care, personal care and food products that include a number of “billion dollar brand” household names. The client set up a goal to improve the health and well-being of rural families across India by bringing convenient and affordable access to high impact health and wellness product choices comprising pure water, personal hygiene, sanitation, and nutrition.
The client retained Sannam S4 to lead the opportunity identification, background research, stakeholder engagement (with Government of India and other public health bodies), product scoping, recruitment of operational team (about 30 personnel) for the pilot from January 2011 to December 2011 across two states in India.
THE CHALLENGE
The pilot called for an innovative strategy that was new to India and based on delivering prevention through affordable, daily used health and wellness product choices. These products had never before been conveniently accessible in rural India, closing the loop at the grassroots level with trusted awareness and economic inclusion. The pilot required provisioning of strong grassroots awareness on the benefits of these new product choices as well as exposing the risks of existing choices to drive adoption.
The pilot aimed for far and wide reaching benefits:
nn Reduced disease burden in rural familiesnn Reduced healthcare burden on infrastructurenn Increased product demand and sales across
categoriesnn Accelerated new product acceptancenn Better product differentiation from competitor
landscape while existing product portfolio accounted for 20% of rural retail valuenn Conduct concept product tests and provide
for direct and effective feedback on R&D innovations
The pilot on its completion was expected to set the stage to present an innovative and efficient model to scale across rural India and create a unique position for the client to become the gateway to health and wellness in rural India.
CASE STUDY
NEW DELHI | MUMBAI | BANGALORE | CHENNAI | LONDON | BOSTON | SAN FRANCISCO www.sannams4.com
THE INNOVATION
Sannam S4 identified pilot locations across multiple villages in the states of Maharashtra and Karnataka and set up teams to operate in distinct phases of early validation, strategy finalization, opportunity assessment, program activation and product installation. After finalizing the product basket among pillars of intervention, Sannam S4 chose the local convenience stores in rural India supported by local field promoters to drive product awareness, educated demand creation and influence for adoption.
Sannam S4 redefined the supply chain to deliver direct distribution of products to local convenience stores and deployed tools to enable periodic measurement and analysis of sales and stock data. The pilot was designed to launch several below-the-line (BTL) promotional strategies across select groups of villages and their impact measured by product intake and direct feedback from consumers.
Sannam S4 created a replicable model that creates a personal touch-point for the client that achieves increased product demand & sales, accelerated new product acceptance, product differentiation from the competitor landscape, innovative concept product tests that follow a full cycle of discovery and feedback, and also offer a unique position in after-sales support.
THE RESULTS
The results have been impressive. There are now several villages covered by this model reporting a six-fold increase over the initial target in one product portfolio and the local convenience stores are reporting a two-fold increase in existing product sales, thereby increasing the market share and retail value to 40% for the client. On new products, the stores reported 60% trial and 40% repeat sales which provided evidence for strong commercial interest. The client also now benefits from qualitative feedback from direct consumer immersion for R&D innovations and concepts.
ABOUT SANNAM S4Sannam S4 supports international entities with their market entry & business development in India. Sannam S4 provides low risk, cost effective solutions to help establish a local presence and develop new recruitment, partnership and research opportunities in Indian the market. Our combination of international experience and local knowledge, ensures Sannam S4 serves the needs of our international clients’ activities in India.
Sannam S4’s has offices in New Delhi, Mumbai, Chennai, and Bangalore and undertakes projects across the Indian subcontinent.
CONTACT:E: [email protected] (UK) E: [email protected] (US) W: www.sannams4.com T: +91 (0) 91 1142124100