Atanu Chakraborty’s Post

𝐓𝐡𝐞 𝐒𝐡𝐨𝐜𝐤𝐢𝐧𝐠 𝐓𝐫𝐮𝐭𝐡 𝐀𝐛𝐨𝐮𝐭 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐎𝐟𝐟𝐭𝐚𝐤𝐞 I’ve noticed a lot of chatter lately about product offtake and why certain brands aren’t performing as expected on the shelves. It usually comes from leadership who think it’s simply about “pushing harder” on distribution. Here’s what they’re missing: In 2024, if a product isn’t moving, it often reflects issues with the product’s appeal, price, or promotion, not just distribution. Products don’t stay on the shelves if they’re priced right, have strong consumer demand, and are marketed well. Consumers always look for the best value. Brands should feel obligated to deliver the same. If you’re not investing in consumer insight and market relevance, they’ll choose a competitor who does.#FMCG #ProductMarketing #Retail #SalesStrategy Amar - Sales and Growth Mentor ProReach Sales Academy

I've been seeing a *lot* of CPG brands make this same mistake: They're seeing closures of many key paths to market (like Foxtrot), and taking it as a sign that they should go straight to big retail. But let's be clear: **Most brands should NOT launch straight into big retail.** Historically, brands that have found success by launching straight into big retail share these characteristics (from what I’ve analyzed): → They have an extremely large addressable market → They have pre-existing brand awareness → They have access to capital and a retail execution network → They have a relatively simple product innovation that most people will understand immediately Think: Oreo’s Double Stuffed, Liquid Death Water in a Can, Sugar Free Coke If this doesn't describe you, proceed with caution. Retail can be your biggest sales channel...when you’re ready. But we need to respect the growth curve. Instead? Invest your time into other entry points to market for emerging CPG brands, like: 🌟 INFRA 🌟 Pod Foods 🌟 Faire 🌟 Pop Up Grocer 🌟 National Co+op Grocers Want to take this build-up approach to retail...but don't know where to begin? I'd love to support you on your journey going to retail. Shoot me a DM!

Case Study: Category: Traditional Snacks Company growing at 4 to 5% month on month & present in 1. Online, 2. Distribution & 3. Institutional Sales Channels, & one of the channels is negative on margins. With a net margin of 5% to 7% with 42 SKUs & annual turnover of 10 crores per annum. Marketing spending is nil other than "Online" platforms. SKU wise details: - 5 SKUs are >15% margins & gives high Volume - 12 SKUs are <5% margins & is hardly selling - 20 SKUs are 8 to 10% margins & average sales - 5 SKUs are negative margins & low on sales What are your thoughts on navigating this situation? Create a Growth strategy for this company with clear action plans. Share your comments & views, would love to hear them. Let us have a conversation if you are facing such challenges or if you want to solve such challenges. Reach out.. #Sales #Growth #FMCG #Foods #Expansion #profits #Casestudy #Marketing #Margins #Channels #Strategy #Proreach #Sellingsmart #Mentor

If you have a CPG brand that has healthy margins and a non-premium product, big retail might be a good way to get quick reach and exposure. I did work for one of the largest snack manufacturers and found that among its 4 marketing Ps, distribution accounted for the vast majority of its sales. But this only works if you have high margins to spare and efficient manufacturing at scale. If you're smaller, you would probably be better off building a combination of DTC and online retail distribution first, enhanced by smaller retail distribution to drive trial in select markets that align to your distribution nodes.

It’s good to see leadership executing best practices. After many discussions with friends in different industries the conversations all have the same underlying theme, business is less forgiving now then ever before. Omnichannel distribution strategies has added to the competitive landscape. Interest rates have driving up the cost of doing business across the board. Inventory management is key to organizational success. The right products, at the right place, at the right price. Fortunately, Master of Industrial Distribution, Texas A&M University is the leader in developing and teaching the tools in asset mangement and efficiency. Inventory stratification modeling identifies the right products with the right price to keep in the right places. Customer stratification modeling identifies the right customers that appreciate the value your provide the market. If your not familiar with these terms then reach out to me. Gut feeling is not a business strategy. Now more than ever leadership needs to roll up their sleeves, surround themselves with smart people, and plan for the execution of smart strategies. #TAMUMID #Strategy #Distribution

In the fast-paced world of FMCG and F&B, having a clear strategy is not just a choice—it’s a necessity for sustainable success. What I’ve come to realize is that being agile is everything. Markets change, trends shift, and consumer tastes evolve—businesses that can quickly adapt are the ones that succeed. It’s not just about responding to change; it’s about staying a step ahead. Innovation is what keeps things interesting. Whether it’s launching a new product, improving packaging, or enhancing the customer experience, fresh ideas are what keep brands exciting and relevant. At the center of it all is the customer. Building genuine relationships and really understanding their needs is what creates loyalty. It’s not just about selling a product; it’s about earning trust and offering value that keeps people coming back. And of course, none of this works without efficiency. Finding smarter ways to operate and do more with less is key in such a competitive space. It’s about delivering quality while staying cost-effective. In the end, it’s not just about keeping up with change—it’s about always improving and looking ahead to what’s next. #FMCG #FoodAndBeverage #BusinessStrategy #Innovation #CustomerFocus #Efficiency #OperationalExcellence #Leadership #Growth #SRGT

Having your product widely available in stores doesn't guarantee success if there isn't enough demand from consumers. This is known as numeric distribution, which measures how many stores carry a product compared to the total number of outlets available. However, achieving numeric distribution isn't enough if there isn't sufficient demand from consumers. Consumer demand plays a crucial role in determining the success of a product. Even if your product is available in many stores, if consumers aren't interested in buying it, those stores won't sell enough to justify carrying your product. The stores will start to stop selling your product, leading to a decrease in its availability over time in line with the number of stores discontinuing it. Therefore, it's essential to create and maintain strong demand for your product among consumers. To boost consumer demand, businesses can employ various marketing strategies such as advertising, promotions, and creating a strong brand image. By effectively communicating the value and benefits of the product to consumers, businesses can stimulate interest and drive demand. If you agree with this message, kindly like and share with others who might find it beneficial. I’d love to hear your comment as well. #leadership #motivation #selfdevelopment #marketing #management

"Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do." #FMCG #ConsumerGoods #Retail #SupplyChain #Marketing #BrandManagement #ProductDevelopment #Sales #Distribution #Ecommerce #RetailTrends #MarketResearch #Innovation #Sustainability #QualityControl #CustomerExperience #TradeMarketing #Logistics #FMCGIndustry #Leadership

Big month of retail launches ahead on the new 4oz Sure Shot product. As a CPG brand, getting a commitment from a retailer is great, but it's only half of the game. Execution is the perhaps the hardest and most important part. So what is the key to execution? From my experience, it’s about relentless focus on four things: alignment, communication, adaptability, analytics. 1) Alignment:  Ensuring every team, from product to sales to marketing to distribution, shares the same goals, messaging, and vision. 2) Communication:  Consistent, clear, and proactive. It’s the glue that keeps everyone moving forward, especially when unexpected hurdles pop up. 3) Adaptability:  Because plans evolve. Flexibility in adjusting our approach without losing sight of the end goal is essential. 4) Analytics: SO important to have weekly data, both quantitive and qualitative to understand where there are gaps, opportunities, and ensure gold standard execution of our plans are occurring in all mandated stores. Launching new products is a whirlwind, but it’s this commitment to top-notch execution that turns a launch into a success story. Brick by brick, one day at a time.

Consumer willingness to buy remains low in many sectors of the daily goods market. In response, retailers and branded goods manufacturers are relying heavily on classic promotions to drive volume. But let’s be honest—many of these promotions offer little to no real benefit for either party. The true opportunity lies in fostering open dialogue with retailers to create mutual value and explore innovative forms of activation. We know change isn’t easy. It requires persistence, fresh thinking, and navigating past outdated arguments. But here’s the bright side: Best practice leaders are already finding success by breaking the mold, and they’re enjoying measurable benefits today. ✅ We know their strategies—and they can work for you too. If you’re ready to move beyond "business as usual" and unlock better results, let’s talk! #RetailInnovation #ConsumerGoods #PromotionsStrategy #Collaboration #ValueCreation #BusinessGrowth #BestPractices #SalesStrategies #MarketingInnovation