If you walk in your regular grocery shop, chances are that you’d be picking up your pack of chips from a spacecraft like Bingo stand or your toothpaste from a rocket sized Pepsodent gondola. If you plan to open a retail store, I suggest don’t buy the furniture as the stands, racks etc will soon follow, don’t waste money on painting the walls, the wallpapers and vinyls will be there soon.
Older home-grown brands like AVT are leaving their diffidence behind to fight with international majors like Nestle in display and shelf space. Innovation is at its oomphy best. A brand like Appy, which desperately wants to be called a cool drink in its TV ads,throws a sex appeal when it comes to its champagne like stylish display.
The kind of dough companies were spending five years back on display was nothing compared to what they are doing today. The amount of merchandising done inside a normal kirana store shouts for the ‘buy moi’ pull brands are creating for themselves. A few years back one could see (in a few high- throughput shops) max-to-max a Cadbury dispenser and a Coke refrigerator as ‘company ka maal’. These days you have Boost vinyls, Lays stands, Hutch sign boards, Kissan Jam racks, Airtel counters, Sunfeast gates, Bytes hangars, Maggie bags, Munch cut outs, Vicks dispensers, Red bull refrigerators, Cadbury visi-coolers, Red Label swinging insignias, Surf washing-machine-resembling boxes, Mentos trays and what not. Everyone wants to rule the category nobody is ready to be a anybody!
Fight for shelf-space is far worse when it comes to organized retail. Companies want branding on walls, flooring, ceiling, staff uniforms, bla blah….and then there are nitty gritties like extra margin, display charges etc.
Nowadays when I walk in a shop, more than the product, I appreciate the efforts put in by brand managers to catch my attention as a customer!