In the ever-changing and fiercely competitive environment of Fast-Moving Consumer Goods (FMCG), the offline expertise is a foundational pillar optimising brand success. Although there is growth supported by digital channels, the Indian environment is still driven by neighbourhood-based retail, deep distribution channels and meeting consumers face to face. Identifying the best FMCG Offline expert is vital and is commercially as important as the start of the brand in the market and the growth of that brand once entered. So, what is the best definition of an FMCG Offline expert in India? Here are five prerequisites.
1. In-Depth Market Knowledge
The best FMCG Consultant in India should possess advanced consumer behaviour knowledge, retail behaviour knowledge, and purchasing knowledge at a regional level. This includes:
Well-versed with mesh-like hierarchy in city segmentation (Tier I, Tier II, Tier III etc.)
Awareness of cultural habits of purchasing, changing seasons of retail consumption
Knowledge of local trade practices and expectations from distributors
The level of knowledge allows Offline FMCG Consultants to design strategies based on demographics and state-geographics.
2. Strong Industry Connection
With Offline FMCG Consultants comes a well-connected network of relationships. This should include:
Relationships with distributors, wholesalers, and retailers.
Connections with strong logistics partners
Relationships with promotional agencies and merchandising teams.
3. Established Skills in Execution
A strategy is only as good as the execution of it. The most seasoned Offline FMCG professional provides not only advice but also tactical execution. Essential skills are:
Capability to recruit and train the sales team
Designing SOP for retail operations
In-depth engagement for market activation and brand visibility
Tactical execution creates the capability to get things done and yield tangible outputs or outcomes on the market.
4. Evidence-Based Decision Making
It is no longer reasonable to expect Offline FMCG experts to possess a purely traditional skillset. The best consultants in the industry are able to meld traditional know-how with new-age analytics. The best consultants are familiar with:
New tools to measure sales and consumer sentiment
Analyzing Stock Keeping Unit’s performance to enhance product proliferation
Modifying brand strategy based on analytics from the field
5. Startup Mentorship and Scalability Vision
The Indian FMCG ecosystem is filled with nascent brands. The best FMCG consultants in India can answer the call of duty for start-up brands along the continuum of launching, scaling, and re-launching. The best consultants in India include mentorship in price vetting, positioning with channels, and building a business model that can stretch in the multiple the geography extends in the market.
This trait is particularly important if you are a new player trying to disrupt existing categories.
Key Takeaways
Finding the proper Offline FMCG Expert means finding the right partner who knows the pulse of the market, has the capabilities to put the plan into action, and has the foresight to grow. If you are looking for that partner, one of India’s most trusted brands in FMCG consulting is Sharp Consulting and Implementing Co (SCICO).
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