How to increase brand visibility in General Trade (GT) – Using fantastic four POSM elements .
We have recently come across so many brands which are doing great in modern trade and online yet struggle to showcase their presence in GT as it is one of the most challenging environment for brands irrespective of how big or small the brand is. This difficulty is mainly due to factors like competition, lack of visibility, space constraint and crowded shelves.
If you are thinking why brands still what to get into GT in India. The ultimate answer is even today the GT account for more than 50% of Indian retail market.
So let’s increase the brand visibility in GT using these common POSM elements.
1. Posters – Most common posm used by brands are poster. The cost of the poster is very low and gives good visibility thus most brands go for it but the only down side is the life of this posm as they are removed, replaced or reposted on same place by different brands very frequently.
2. Shelf branding – As space is huge fight in GT. Shelf branding comes very handy as branding is done on existing shelves of the store. Shelf branding can be done using paper material (Longevity – 1 to 2 months) or recyclable plastic (Longevity – 6 to 8 months). Click the link below for most easy to implement shelf branding option Flexible Shelf Window – one size fits all – YouTube
3. Flanges (Low cost) – Paytm has done massive work in recent past to increase visibility using low cost flanges which say “Paytm accepted here”. These does not take any space inside the store as mostly these are fixed to the store wall outside. Mostly made from recyclable plastic.
4. Danglers – are the posm material which hangs on the ceiling. These can be made from various materials, different size, shapes, lit and nonlit options depending on longevity expectation and budget.
Author: Arshad Ahmed
Our Market Research on POSM displays...
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