Educate, Empower and Engage – India’s cheesiest retail story

Sanjeev is a veteran who has spent almost 30 years in the FMCG industry. With rich experience in the food & beverage industry, with brands like Amul, Frooti, Godrej, Pillsbury, Umang & The Laughing Cow, he has transformed the sales culture in these organisations with new business models, or by way of entering new categories, segments, geographies and verticals.

For him, customers always need to be at the centre for developing any new and differentiated products or targeted GTM strategies. That especially holds true for premium categories like cheese, where consumers’ purchase behaviour is impacted by the high price points and unfamiliarity with the category.

In this episode on Engage, Educate and Empower – India’s Cheesiest Retail Story , catch Sanjeev as he shares some really innovative marketing and consumer engagement strategies on how The Laughing Cow is Educating, Empowering and Engaging with consumers to create India’s cheesiest retail story.

Key Points

00:25- Sanjeev Srivastav Introduction

01:12- What is The Bel Group doing differently to get its strategy right in the Indian market?

02:26- How did The Laughing Cow developed a differentiated brand positioning?

05:25- Initiatives for your supply chain to ensure the products are available in the right channels?

08:13- What is Bel Group’s strategy for general trade/kirana retail in India?

10:43- Any distributor or sales experience/anecdote?

13:28- What are some of the things that you do to ensure a strong sales culture?

15:28- What are the future growth plans for Bel Group?

16:57- What are the 3 things that consumer brands must keep in mind when launching their retail presence?

Happy Listening!