Kanvic works with leading domestic and international consumer goods companies in areas of strategy, marketing and operations to succeed in the fast-growing and rapidly changing Indian consumer market.
As online channels rapidly gain market share in India, consumer goods companies will need to take an integrated approach to ensure they are available to customers whenever and wherever they want.
Whether managing data, selling products, or engaging customers, consumer goods companies need to put digital at the heart of their strategy.
The Indian consumer base is growing in both size and complexity while competition intensifying. To achieve a competitive edge companies must leverage advanced analytics to gain new insights and segment their customers in more meaningful ways.
While India’s rural dwellers still make up the majority of the population, the behavioural distinctions between rural and urban consumers are becoming increasingly blurred as smartphone penetration carries new ideas and consumption opportunities to the country’s villages.
Consumer brands and their customers are now engaged in two-way conversations, over which brands have less and less control. Brands must recognise this challenge and adapt their marketing communications strategy accordingly.
Disruption in distribution
Distribution of consumer goods is undergoing radical change with e-retail taking-off at the same time as modern retailers are scaling-up and expanding their private-label portfolios. On the other hand, traditional formats continue to constitute a major distribution channel in India and are beginning to integrate with the online ecosystem in new and innovative ways.
Rise of digital and social
Marketing of consumer products is undergoing a profound shift as consumers migrate to digital and social channels to evaluate, engage and transact with brands.
New sources of competition
Competition in established categories is becoming more intense as existing players consolidate their position, while new entrants from overseas and other industries are looking to establish their presence in India’s burgeoning consumer market.
Shortening product life cycles
With rapid developments in technology, more demanding customers, intensifying competition and changing regulatory requirements, product life cycles are getting shorter across consumer goods categories, placing pressure on consumer companies from R&D to marketing.