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The earlier approach to marketing was simple enough. Make sure the product is visible , on store shelves and through mass media advertising  and it will more or less sell itself. With the evolution of modern retail, though, the emphasis is shifting to in-store displays and promotions  probably also because for the first time, the space for such initiatives is available.

But manufacturers no longer have the last word on what will happen at the store. “Modern trade has a significant say in promotions, perhaps because it offers far superior results with a much faster lead time,” says Future Group’s Mall.

Cadbury India Bosses points out that retailers are more open to brand promotions and displays including posters, gondolas and danglers — when manufacturers back up their ideas with shopper insights. “There will be a shift from traditional media to increased communication at the point of purchase,” They says.

Initiatives that help grow the category as a whole are particularly welcome, say analysts, since that boosts the retailers’ revenue. And many FMCG companies are predicting that spends on promotion, in-store and point of purchase displays will increase significantly from the present 20-30 per cent share of the marketing budget.

Consumer goods companies need to make several changes  in strategy and in attitude too if they are to achieve the same level of success with organised retail as they have with traditional formats.