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Modern Trade Becomes A Major Marketing Strategy For Fmcg's

With malls , super market or hyper market concept catching up in India .Fmcg's has now have turned their attention to this new marketing and sales channel apart for the conventional CSD sales . Even created full fledged dedicated department over looking Modern Trade business . Modern Trade activities include supply chain management , floor management , category expertise and Joint promotion planning . Sales from modern trade route has now started giving volumes to these bakery majors . Retail sector is hot segment in Indian and is witnessing huge interest from Indian corporate houses and from International players like Walmart , Tesco and Carrefour . Major fmcg like Dabur , GSKCH , Hindustan lever and Godrej Consumer Good Product Div . Not to say major bakery product manufacturers like Britannia , Parle and ITC . Most of the metropolitan consumers and now of course the tier -2 consumers prefer to do their shopping at these mall /supermarket/hypermarkets thus providing these fmcg to push their premium product or innovative products for first hand feed back from such consumers . Other Major Advantage of modern trade are Its easier to monitor sales from point of purchase due to effective inventory management systems at these store . Large presence of these stores makes any product to be launched at shortest time with immediate feed back from customers which would have been difficult from kirana or retail shop On the floor sales promotion are easier for these channels Industry experts believe that contribution from modern trade route would see a expotential growth .

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