Background
Panasonic, a renowned brand in the energy and batteries domain in India, has established a strong distribution network across the country. While their mainstream battery products enjoyed widespread distribution, Panasonic sought to expand their market presence with their premium alkaline batteries, aimed at a more discerning, quality-focused customer base.
Challenge Faced
Despite having an established distribution network that runs deep, Panasonic needed to ensure their premium alkaline batteries were stocked next to the right audience—premium buyers who value high-quality, durable products. The challenge was to identify GT stores most likely to cater to this premium audience and align their distribution network to reach them effectively.
Audience Strategy Undertaken
Panasonic collaborated with Xpert to utilize its Locational Intelligence capabilities for optimizing their GT distribution network in Mumbai. Xpert’s approach focused on identifying stores situated proximal & catering to high premium buyer concentrations. By leveraging past purchases from a network of verified Mumbai buyers spread across 80+ postal codes, Xpert was able to pinpoint areas, sublocalities and even residential complexes with a high density of such premium consumers, enabling Panasonic to strategically select GT stores located near their target audience & thus exhibiting high sales potential for their premium alkaline batteries.
Results Achieved
Through Xpert’s Locational Intelligence, Panasonic successfully identified and prioritized GT stores in Mumbai aligned with their target premium buyers. This refined distribution strategy enhanced visibility and accessibility of their premium alkaline batteries amongst the right consumer base, contributing to a stronger market presence among high-value consumers. By ensuring their products were stocked at outlets frequented by their desired customer, Panasonic effectively tapped into the right markets, resulting in improved reach and engagement.
Inferences & Insights
Xpert’s Locational Intelligence revealed the specific hotspots where buyers willing to pay a premium for quality and durability were concentrated in. Aligning the distribution network to these insights allowed Panasonic to enhance its reach and strategically position their premium alkaline batteries for maximum impact. This approach demonstrated the importance of tailoring product availability based on audience characteristics. Right products placed in the right locations drive growth and engagement.