Case study: Market access

The client, in this case our food division, was looking at 2 things

  • expanding the direct to retailer channel to a pan-india presence
  • trying out a distributor model to cater to general trade for their niche product range

It was decided to adopt a two pronged approach to distribution.

A distributor was appointed for a specific part of a city that had category A retail outlets and who wished to build his product portfolio and would therefore be focused on building presence. It took effort identifying this distributor as most would lose interest when set against the large turnovers of their existing product portfolio.

Using Veekes & Company’s deep connects across FMGC retail chains, connections were made with 8 prominent retain chains that could cover over 10000 retail outlets across 50+ towns in less than a year and at a cost that was miniscule compared to establishing even a moderate sales presence.

That we are profitable with zero debt as a new FMCG player in a crowded market bears testimony to what we’ve accomplished.

Case study: Brand building & market access

The client, India’s leading retail brand with a market cap of $ 38 billion was looking at 2 things for their fledgling perfume brand

  • expanding the direct to customer channel and gauge its effectiveness
  • looking at avenues to settle on its premium positioning

We took to newly launched range of perfumes to heretofore unexplored targets such as aggregations of MIG working people –  large gated housing colonies and IT parks.

Veekes & Company’s hired ground force conducted testing and sales at common areas increasing awareness within a short span of time, the effort completely paid for by the gross margins earned from sales. This was a far better approach to having expensive and indifferent promoters at retail counters.

The brand, according to us, seemed to have a generic positioning against all the designer led brands of perfumes that were available. It generally fell more into the space of a range from an FMCG company rather than a fashion house. Our suggestion to tie up with a premium designer was accepted by the client. Veekes & Company brokered a deal between India’s foremost designers and our client to develop a new range of top of the line perfumes.