Developing a comprehensive Go-To-Market (GTM) strategy is crucial for successfully

launching and promoting your packed milkshake products in India. Here's a detailed plan:

1. Market Research:
- Conduct thorough market research to understand consumer preferences, purchasing
behavior, and competition in the South Indian market.
- Analyze market trends, such as the growing demand for convenient and healthy
beverages, especially among urban consumers.
- Utilize data from market research firms like Nielsen, Euromonitor, or local research
agencies to gain insights into consumer demographics and preferences in South India.

2. Product Positioning and Differentiation:

- Clearly define your product positioning to highlight its unique selling points (USPs)
compared to competitors. For example, emphasize the premium quality ingredients, variety
of flavors, and convenient packaging of your milkshakes.
- Leverage the premium packaging and exotic flavors of the kesar pista, rajbhog, and
badam variants to target affluent consumers who value quality and indulgence.

3. Distribution Strategy:
- Establish a robust distribution network to ensure widespread availability of your products
across South India. This can include partnerships with distributors, wholesalers, retailers,
and supermarkets.
- Consider leveraging modern trade channels like hypermarkets and supermarkets, which
are gaining popularity in urban areas of South India. Target chains like Big Bazaar, Reliance
Fresh, and Spencer's Retail.
- Additionally, explore online distribution channels such as e-commerce platforms like
Amazon, Flipkart, or specialized grocery delivery services like BigBasket and Grofers to
reach tech-savvy consumers.

4. Pricing Strategy:
- Set competitive yet profitable pricing for your products, considering factors like production
costs, competitor pricing, and consumer willingness to pay.
- Conduct price sensitivity analysis and adjust pricing accordingly to maximize sales and
profitability.
- Utilize promotional pricing strategies such as introductory discounts, bundle offers, and
seasonal promotions to attract customers and drive sales.

5. Marketing and Promotion:

- Develop a multi-channel marketing campaign to raise awareness and generate demand
for your milkshake products.
- Utilize a mix of traditional and digital marketing channels, including:
- Print media: Advertisements in newspapers, magazines, and local publications targeting
South Indian consumers.
- Television and radio: Sponsorships, commercials, and endorsements on popular
regional TV channels and radio stations.
- Social media: Engage with consumers on platforms like Facebook, Instagram, and
Twitter through engaging content, contests, and influencer partnerships.
 - Digital advertising: Utilize targeted online ads on platforms like Google Ads and social
media to reach specific demographics and geographic locations.
- Leverage experiential marketing tactics such as product sampling at high-traffic locations,
events, and festivals in South India to allow consumers to taste and experience your
milkshake flavors firsthand.

6. Customer Engagement and Loyalty Programs:

- Implement customer engagement initiatives such as loyalty programs, discounts for
repeat purchases, and feedback mechanisms to foster customer loyalty and drive repeat
sales.
- Collect customer data through CRM systems and analyze it to personalize marketing
efforts and tailor product offerings to consumer preferences.

7. Monitoring and Evaluation:

- Continuously monitor sales performance, market trends, and customer feedback to
assess the effectiveness of your GTM strategy.
- Use key performance indicators (KPIs) such as sales volume, market share, customer
acquisition cost, and return on investment (ROI) to measure the success of your marketing
and distribution efforts.
- Adapt and refine your GTM strategy based on insights gained from ongoing monitoring
and evaluation to stay competitive in the dynamic South Indian market.

By following these steps and implementing a well-rounded GTM strategy, you can effectively
introduce and promote your packed milkshake products in South India, driving sales and
building a strong brand presence in the region.

Retailers-
Hyper markets
Large Institutions- includes
Airport-Shreya
railway stations- Railway stations
Schools, coaching and universities- Madhu
Hospitals- Abhinav
Corporate offices- Abhinav
Online- Madhu
Army Canteen- Abhinav

Large Institutions
Universities:
Pros:
Targeted Audience
Convenient Access
Brand Awareness and Trial
According to a study by Nielsen, sampling activities can increase purchase intent by
up to 74% among consumers.

Cons:
Seasonality- summers are for cold beverages, but most universities are closed or
have low footfall in summers.
Regulations and Permits

Key factors in deciding this GTM:

1. Targeted audience
2. Competition can be cut down by single contract

Coaching centres

Pros:
Targeted audience
High foot traffic: coaching centres mostly operate during the consumption time.
Healthy Snacking Option
Brand exposure

Cons:
Logistics: Limited space for stocking- smaller facilities
Competition

Office canteens:
Pros:
Capturing a Captive Audience
Regular Consumption Patterns
Convenience and Accessibility
Bulk Sales Potential

Cons
Cost Considerations:
● Negotiating competitive pricing with office canteens while maintaining
profitability can be challenging, especially if competing against established
brands or suppliers offering volume discounts.
Competition from Existing Suppliers

Ecommerce:
Divided into two.
Direct channel: Future prospect

Partnership: Blinkit, Zepto, Dunzo

Certainly, here are the pros and cons of choosing online delivery platforms like Blinkit
and Dunzo as a Go-To-Market (GTM) strategy for your packed milkshake products,
along with some relevant facts and figures:

**Pros:**

1. **Wider Reach**: Online delivery platforms allow you to reach a broader audience
beyond traditional retail channels, including consumers in remote or underserved
areas.

2. **Convenience**: Customers can conveniently order your milkshake products

from the comfort of their homes or workplaces, saving time and effort compared to
visiting physical stores.

3. **Visibility**: Listing your products on popular online platforms increases visibility

and exposure, as they attract a large number of users searching for various grocery
and beverage items.

4. **Customer Insights**: Online platforms provide valuable data and analytics about
consumer behavior, preferences, and purchase patterns, enabling you to tailor your
marketing strategies and product offerings accordingly.

5. **Marketing Opportunities**: You can leverage the digital marketing capabilities of

online platforms to run targeted promotions, discounts, and sponsored ads to attract
and retain customers.

6. **Logistical Support**: Some online delivery platforms offer logistical support,

including order fulfillment, delivery services, and customer support, easing the
burden on your internal operations.

**Cons:**

1. **Competition**: Online platforms host a multitude of brands and products,

leading to fierce competition for visibility and consumer attention. You need to
differentiate your milkshake products effectively to stand out.

2. **Fees and Commissions**: Most online delivery platforms charge fees or

commissions for listing products and processing orders, which can eat into your
margins. Negotiating favorable terms is essential to ensure profitability.

3. **Dependence on Third Parties**: Relying on third-party platforms means

relinquishing some control over the customer experience, branding, and pricing. You
need to trust the platform's capabilities and policies to represent your brand
effectively.

4. **Delivery Challenges**: Timely delivery and product quality control can be

challenging, especially for perishable items like milkshakes. Ensuring proper
packaging, refrigeration, and handling during transit is crucial to maintain product
integrity.

5. **Data Access**: While online platforms provide valuable consumer data, access
to this data may be limited or controlled by the platform itself. Building your
customer database and insights may be more challenging compared to direct sales
channels.

6. **Brand Visibility**: Your brand may get overshadowed by larger or more

established brands on online platforms, making it harder to build brand awareness
and loyalty among customers.

**Facts and Figures**:

1. **Market Size**: The online grocery delivery market in India was valued at
approximately $3 billion in 2021 and is expected to grow at a CAGR of over 50% from
2022 to 2026, according to Statista.

2. **User Base**: Platforms like Dunzo and Blinkit have experienced significant
growth in user adoption, particularly in urban areas, with millions of active users
ordering a wide range of products, including groceries and beverages.

3. **Revenue Model**: Online delivery platforms typically generate revenue through

various streams, including delivery fees, commissions on sales, advertising, and
subscription services.

4. **Partnerships**: Dunzo and Blinkit partner with a diverse range of retailers,

supermarkets, and FMCG brands to offer their products to customers. Building
strategic partnerships with these platforms can enhance your product's visibility and
reach.

5. **Delivery Network**: Dunzo, in particular, operates a hyperlocal delivery network,

leveraging a fleet of delivery partners to fulfill orders quickly within city limits. This
ensures faster delivery times and better customer satisfaction.
By carefully weighing these pros and cons and leveraging the relevant facts and
figures, you can make an informed decision about whether online delivery platforms
like Dunzo and Blinkit align with your GTM strategy for packed milkshake products.