after launching a packaged wheat flour products, a company had experienced a very less repeat demand of the products and challenges to grow distribution network. we started analyzing client’s current marketing strategy and its performance in the market. the analysis highlighted a number of issues in current marketing strategy.
further, the market study revealed an important insight about the preferences of consumers: a highly consuming customer segment, for instance, working couples living in urban prefers packaged wheat flour brand that is unadulterated, stone grind and can make puffy and soft rotis. with the help of insights, we formulated the 360° marketing strategy, beginning with customer segmentation and brand positioning. further, the marketing mix was optimized by recommending changes in product packaging, pricing for customers and channels, marketing communication plan and distribution channels with a bunch of actionable milestones. for less than 12 months of launching a new pack design and implementing marketing strategies, the brand had started gaining recognition and occupied a remarkable space in the market against the big players.
thanks to the favourable characteristics of the branded flour market, organised retailers can accelerate the category’s growth through their ability to lower prices and raise customer awareness. this figure of 8% is also well above the 5% average for fmcg products as a whole. one of the biggest challenges to launching private labels in india is overcoming the head-start fmcg brands had over modern retail in building recognition and trust.
firstly, retailers can drive down the input costs of private label flour by going directly to the manufacturers – which in this case are the flour mills. this saving gives further headroom to retailers to reduce the price of their private label flour relative to existing flour brands. as a result, the price of fmcg branded flour is often cheaper in organised retailers than in local kiranas.retailers also have the power to ensure their private label offerings are cheaper than the fmcg companies’ alternatives. getting promotions closer to the point of purchase in this way has been shown to be the most effective means of influencing customer behaviour.with their vast number of stock keeping units, organised retailers are also well placed to promote the branded flour category through cross-selling.
market players should focus on pricing strategies and expanding their market share by launching wheat flour products to gain an advantage in the current market landscape. the u.s. wheat flour market value is estimated to be over ~us$ 22.5 bn in 2020, finds transparency market research (tmr) in a recent study. after launching a packaged wheat flour products, a company had experienced a very less repeat demand of the products with organised retailers assuming a prime position relatively early in the life of the branded flour market, the strategies, flour market analysis, flour market analysis, wheat flour market report, marketing strategy of flour products, wheat flour market size in india.
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