Objective and Scope:

The client, a leading multinational retail company that operates wholesale stores in India, wanted to review its product mix/assortment in select categories at a regional level with the objective of providing the right products at the right price to customers. For this, it sought Benori's support in conducting a comprehensive analysis:

• To understand the top-selling products and price points across market segments
• Regional and seasonal variations in demand
• Contribution of products to the overall sale

Approach:

We collected data through primary interviews with B2B customers across segments such as Hotels, Restaurants, Caterers (HORECA), Offices & Institutions (O&I), distributors, and resellers. The data was collected from the five cities across the north, west, and south of India. We conducted an in-depth analysis of the regions and segments based on parameters such as product price points, preferred buying sources, and willingness to buy from cash-and-carry stores. The analysis was augmented by the inclusion of competitors and offerings.

Impact:

The insights enabled the client to understand the following:

• The right product mix as per the market dynamics
• The top-selling products across various categories like houseware, tableware, and paper goods, along with their best price points
• Top reasons for customers not buying from client stores