Vikram KhannaConsumer Marketing and Category Management

Technically skilled consumer marketing and category management professional with an MBA and over 20 years of experience growing global FMCG/CPG brands in New Zealand and India.
I have held senior management roles as Marketing Director/Head of Category/Trade Marketing, with global consumer product organisations such as Gillette-P&G, Ferrero, SC Johnson and Simplot managing and growing powerful brands such as Gillette, Oral-B, Nutella, Ferrero Rocher, Tic Tac, Parker, Papermate, Kinder,
Mr Muscle, Raid, Duracell, Braun, Pledge, Glade etc.

Recent Answers

Hi, My expertise is in consumer products across developed and emerging markets, mostly with global brands.
If you don't already have a clear pricing and sales strategy for your product, then you need to create one. This becomes even more important if your product is likely to sell in a number of countries around the globe. And based on the response you have it could be large volumes too.
You need to make sure there is broad price alignment across geographies, i.e. any particular market does not have too low or too high a potential price. Exchange rates play an interesting part here. This is normally done by mapping consumer price across major markets and retailers, estimating retailer & distributor margins local taxes and freight costs. This will also help you understand and manage varying profitability across markets.
Some things to consider when negotiating with the Canadian distributor.
- What the end consumer price will be in Canada vs USA?
- What margins to retailers expect for a new product in Canada (will vary by brand strength)? This data will also help you understand the potential profit this distributor will make.
- Inventory holding levels (in weeks of stock). This will give you an idea of distributors working capital investment in your product.
- Payment terms, days to pay you etc.
- Product sales forecast: how far out ? 6 months 1 year ? What duration of the forecast is fixed ? 1 month, 3 months etc.
- Product Warranty - who covers damaged or faulty products? and how?
- Product launch marketing investment. Who bears the cost initially and how much? What will be the ongoing marketing support and who will fund? Distributor or you?
There are a number such decisions to align on.
I wish you all the best with the product and in case you need further guidance or counsel, do get in touch.

I think you are already doing enough for the nature of business you are in. What you might need is a digital social expert to run some analytics on what you have already done to help you understand what is working and what is not, and maybe fine tune your spends.
Without knowing your competitive space it is impossible to recommend a clear communication strategy that will deliver the growth you aspire for.
Commenting generally, once you have generated enough trial, further business growth will be dependent on the quality of service you provide - right from the look and feel of your outlet / clinic, your location, parking, to the quality of dental experts and their service and customer orientation.
The very nature of your business is such that word-of-mouth is the best marketing which you can influence through your service but cannot control totally. Though a small social media nudge can help. After initial trial it is as slow build, unless you either increase locations or buy out competitors.

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