BIL Initiates Customer Connect Strategy To Spur Dairy Sales

Font Size

Print

Feedback

Email

Discuss

Mumbai: : In a bid to accelerate brand mobility in the dairy category and enhance the impulse purchase of dairy products, Britannia Industries Ltd (BIL) has now embarked on an aggressive customer connect strategy through its retail initiatives. In sync with the new strategy, the company is now providing “Visicoolers” (a front opened refrigerator) to drive brand visibility in the high frequency retail outlets which dairy consumers frequent for their conventional shopping requirements, informs Mr Naveen Chopra, marketing manager, BIL.

Says Mr Chopra: “There is also the concept of “Gold Account” or key outlets which are serviced by company personnel at a higher frequency level. These shops invariably have a fixed “window display” and are given incentives to stock and prominently display our products to enhance brand visibility”.

According to Mr Chopra, due to the limitation of the dairy product being refrigerated in closed containers at the retail end, the consumer does not order for the product unless it becomes a part of the regular shopping agenda. “However, now with this novel technique in refrigeration where the product can be refrigerated there is every possibility of attracting the attention of shoppers,” he adds.

With the present initiative the company will be able to place the refrigerated diary product right in front of the consumers’ eye and drive favourable buying behavior for the brands and trigger impulse purchase.

Explains Mr Chopra:”An integral part of the sales management function is to be in touch with these trends and ensure that brands are effectively merchandised—across different markets and different types of retail shops. Also, the Gold Accounts are being steadily increased.”