PARADEEP PHOSPHATES LIMITED | RURAL RETAIL SURVEY
Objective
To identify the current market share of the fertilizers and other micronutrients across UP, Bihar, West Bengal, MP, Maharashtra, Andhra Pradesh, Telangana and Karnataka, to increase distribution reach for their products.
Strategy
A two prong approach was developed to identify and survey a sample of 25000 retail outlets of agricultural products, since the data available through secondary sources lacked key retailer information such as location, name of the firm, POC etc.
Execution
Phase 1 involved reaching out to the identified retailers through tele-calling for verifying the addresses where they could be reached in-person.
Phase 2 administered the deployment of trained surveyors at assigned outlets to gather sales performance data of various brands among other parameters for each retail outlet. Retailers were also encouraged to download the loyalty program app to earn purchase points.
Result
A team of 100+ surveyors completed the sampling and promotion across 25000 outlets over a period of 45 days. The market intelligence gained as a result of the activity facilitates the brand to plan their go-to-market strategies.