2 things I'll carry from the field:
📍ParleG is the undisputed volume king of GT. (Surprising user: pet owners buying it for dogs)
📍SSM (working 8-10 hrs in Delhi heat, skipping lunch, covering 25+ stores daily is the most underestimated part of the entire distribution chain.
D04-7//MBA Intern {FMCG}
Spent the next few days in the market. What SKUs sell, which ones were out of stock, what sort of sales our competitors were doing.
4 days in the sun covering 25 stores/day on average, and here's every new thing I learnt:
The sharpest competitive insight from 4 days in market:
Britannia has a distribution problem (atleast in Saket). Multiple shopkeepers across different beats flagged frequent distributor changes.
>In FMCG, distribution gaps don't stay gaps for long. Someone fills them.
@viraj_sheth Absolutely. I worked B2B at my first job and would create content for employer branding—it’s inadvertently the BEST kind of content because real people telling you about culture & people? Anyday better than an HR screaming that we have a GPTW certification
@GabbbarSingh My rapido driver bhaiya this morning was using an Ai Assistant to screen calls. Called him to check if he was coming & his Ai agent responded in hindi. Had a chit-chat with him OMW to the metro station & he said he was tired of scam calls, hence. That’s his phone btw: EqualAi
D03//MBA Intern {FMCG}
Today I panicked when my mentor asked me to pull out a VLOOKUP on an offtake report. I don't care what anybody tells you, you SHOULD know MsExcel like your life depends on it.
FYI-I am justanintern :)
E-commerce, especially quick commerce is the solution.
Every time a consumer searches "biscuits" on Blinkit or Zepto, your full range is up. Not just your hero SKU. All of it.
The algorithm does the range marketing your TVC never could :)
D02//MBA Intern {FMCG}
Consumer buying behaviour has changed. Completely. And most brands are still marketing like it's 2015.
A thread on why your brand might be invisible (even when everyone knows your name)🧵
TL;DR:
1. Underpositioning kills quietly (your brand exists, but only as one product)
2. Quick commerce surfaces your full range every single search
3. Discovery has shifted from shelf to search bar
4. The fix isn't a new ad. It's strategic, complete visibility