Company Name: Shree Radhe Premium Ghee
About the Company
Shree Radhey Dairy Farm is the brainchild of the second generation of a renowned family business group from Rajasthan. Specializing in the production of premium ghee, they use the traditional method of bilona (hand-churning) to create ghee from Gir Cow A2 milk. The company aims to maintain the highest standards of purity and quality, continuing their family legacy.
Scope
Shree Radhe Premium Ghee sought a comprehensive Go-To-Market strategy to expand their brand into modern retail outlets. Their key objectives were: Establish the right GTM strategy to penetrate offline markets.
- Team building
- Outsource operations for building the offline market.
- Onboard and activate product listings in modern retail chains.
- Create low-cost ground sales promotions to educate customers about their premium ghee.
Role of Wansa
The following strategic steps were taken
- Partner Selection, Team Building, and Execution: The first step was to focus on building the right partnerships. A lean team was deployed to ensure efficient execution, especially in key regions. For example, in the Delhi NCR region, a minimal team consisting of one Area Sales Manager (ASM) and two Sales Officers (SO) was put in place.
- Product Packaging and Pricing Optimization: The company reworked the product packaging and adjusted its pricing to align with market standards. This adjustment was critical in ensuring competitive positioning.
- Pilot Program: Shree Radhe Premium Ghee initiated a pilot in one geographic cluster to test the strategy. After a month of learning and adjustments, the company ramped up its operations based on the successful outcomes of the pilot.
- Customer Sampling: Sampling was a key focus of the strategy. They aimed to introduce the product directly to customers, allowing them to taste the ghee and experience its quality firsthand.
- Rolling Sales Promoters: A phased approach was adopted to deploy rolling sales promoters. Ten promoters were brought in gradually to keep costs manageable, while maximizing customer interaction at retail locations.
- Innovative Display Management: Shree Radhe Premium Ghee introduced a foldable, low-cost display and stock stand across retail outlets to enhance in-store visibility. This was both cost-effective and allowed easy placement in stores.
- Low-Cost Ground Promotions: To educate customers about the product, the company executed apartment-based promotions. These promotions were highly targeted and cost-effective, reaching customers in residential areas where direct interaction could drive awareness and trial.
Outcome
The product was successfully activated in modern retail stores across the target regions. Customer awareness and product trials increased significantly due to effective sampling and promotions. The lean, cost-efficient team structure ensured resource optimization, leading to a highly efficient GTM execution. The innovative in-store displays helped boost visibility and product availability, driving sales across retail outlets.