One segment that has really seen a sea of changes in terms of brands range and on-ground visibility especially, in metros as like Bangalore, is liquor. From modern trade-like outlets to fine dining restaurants and micro breweries, the options are many today for a consumer to pick up a bottle and just chill. Cashing in on these changes in the market is Budweiser of the ABinBev Group. The brand with an aggressive mix of on-ground events and retail visibility initiatives, has managed to lodge it place among the top-of the recall spots. One of its latest initiatives has been on the retail front in Bangalore with some -eye catching displays. Point of Purchase brings you more dope on this.
It is hard to miss the revolving bottle shape unit at this premium liquor store in Bangalore. A scout around the city will reveal many more such units, all aimed at catching the eye balls of the young and the cool. Indeed, Budweiser, the international beer band, which had to reckon with a tough competition initially in the Indian market, is today a clearly visible option in retail what with its interesting and innovative displays in stores, from the ‘Bud Corner’ to smaller displays like neons, counter-tops, shelf units etc. For the brand the decision to go all out on the retail front and tap potential customers was based on some clear market trends.
Says Mr Jibin P.V, State Head, ABinBev India, “Bangalore has seen lot of improvements in terms of premium walk in-stores coming up; these outlets are more like Modern Trade outlets where the consumer walks in and sees the product and picks it up. So in terms
of that, we saw lot of opportunities for of displaying our products, making it larger than our competitive brands. There are about 128 premium outlets in Bangalore and we are present in all of them in terms of neons, counter tops and shelf display units, while in about 15-20 outlets we have larger displays which are custom made for them. These include the Bud Corner, carton stacking units etc and they all vary from size to size.”
Obviously, the kind and size of the display units depend on the outlet, but for the most part, the brand has been focusing on permanent displays. The company has been working with a number of vendors for these units and the brief to them was clear: it was to target youngsters. So it had to have a cool and classy look which makes them pick up the product. As Jibin says, “Our customers are trend setters who make others follow them.” So a lot of high-end materials and acrylic were used, which were also budged friendly.
One of the challenges the brand faced was of course convincing the retailer, but once the latte realized the benefits they derived out of having these displays
in their stores, they came around. Says Jibin, “Initially, it was very difficult to convince the retailers. But the advantage is that in these premium stores where the margins are not very high for the retailers, they depend on the brand to a large extent for visibility and benefits through rentals and we had to negotiate hard on the rentals for sure. But once they saw the pictures and were assured that our designs did not spoil the store’s look and feel they were convinced, and in fact happy to see some innovative displays in their stores.It also helps that we make sure that the displays are consumer friendly and eye catching.”
The brand also enjoys the advantage of having a permanent spot in these stores, so that only the creatives are changed every time there is a new campaign or promo.
Well, all these efforts have obviously paid off for not only has the ROI been positive for the brand in stores, it has also seen its market share going up from 5% to 20% according to Jibin. What’s more, the brand has also risen to the second place in the market, next only to Kingfisher, displacing some tough competition, according to Jibin. The results can be traced not only to these appealing displays but to also some active promos and offers such as scratch-a-card- win-a-gift and other branded merchandise related offers. The company also plans to have LCD TVs with the idea of engaging the customers and communicating product information to them on a continuous basis.
Well, for a brand that was quiet initially, there has certainly been some aggressive action in the last one year to woo consumers. From events and artist sponsorships to in-shop offers, it has taken a 360 route. And according to Jibin, much of these efforts are generated from the shopper studies that the company engages in constantly to gauge shopper behaviour and needs. And, with a view to tapping the Tier II and Tier III cities, the brand has also extended many of these activities and promos to these cities. Says Jibin, “We have not neglected Tier 2 and Tier 3. There are international brands in from these cities and it doesn’t make sense keeping away these cities, though the scale and budget might be smaller compared to the metros.”