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Nestlé India launches Kit Kat Dessert Delight first on bigbasket.com
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Friday, 22 September, 2017, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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Nestlé India has launched Kit Kat Dessert Delight first on bigbasket.com, India’s largest online food and grocery store. Bigbasket was the preferred choice for this launch, given its wide customer base and reach across 26 major cities in the country.
Nikhil Chand, general manager, chocolates and confectionery, Nestlé India, added, “We recognise that e-commerce would be a key channel for fast-moving consumer goods (FMCG) players in future.”
“To drive awareness and excitement about the all new innovation, Kit Kat Dessert Delight, we have decided to take an innovative approach and have partnered with bigbasket,” he added.
“We look forward to seeing how e-commerce will transform shopping behaviour and consumer habits,” Chand said.
While mobiles launching online first has been a norm in India for a while, the FMCG sector is also increasingly looking at doing so due to the medium’s quick distribution and reach and ability to experiment and fine-tune marketing.
Speaking about this, Hari Menon, co-founder and chief executive officer, bigbasket, said, “India is witnessing a paradigm shift in the way marketing is carried out for various products.”
“This includes a change in the way products are launched. Today, many major players prefer launching their products online, thanks to the growth of e-commerce and online shopping,” he added.
“Our customer base spans over 5.9 million people, and we operate in 26 cities across the country. Given this size and reach, we have been able to bring ourselves to the point of being the most sought-after destination for FMCG companies,” Menon stated.
“This association with Nestlé India will help us in extending our reach to more customers and give us the much-needed push to scale greater heights,” he added.
Elaborating on what differentiated bigbasket and made it a great partner for FMCG launches, Menon laid out these points.
Target audience
e-commerce contributes to less than one per cent of overall grocery retail, but look closer and in cities like Bengaluru, its share in grocery sales are as high as five to ten per cent.
In metros and Tier-II cities, online is fast becoming a very large sales channel, and is no longer confined to a niche customer base.
It caters to premium-quality customers who are mobile, tech-savvy and relatively more affluent.
This is a very sharp target audience for premium chocolates, and the introduction of Kit Kat’s premium variants will be an addition to the existing portfolio of chocolates at bigbasket, which contribute to 1.2 per cent of its overall sales.
Quick distribution and reach
Go-to-market has never been shorter (or easier) for FMCG products. An average distribution cycle to reach new launches across markets and sales channels would take up to a month from the factory to the clearing and forwarding agents (C&FA) to the distributors to the wholesalers and retailers.
Offtake would happen post this to end consumers. With online, the whole chain is shortened after C&FA.
With national sourcing from vendors directly owing to the size of operations at bigbasket, products are available in half the time to consumers across cities.
Cold chain and storage
Premium chocolates like Kit Kat Dessert Delight need chilled temperatures to reach consumers in the desired state.
The penetration of cold storage in offline kiranas is very low. And that limits the distribution ability of brands that need temperature control.
This is where bigbasket offers manufacturers an unmatched seamless experience in delivering chilled and frozen products to customers in a very efficient manner.
It already possesses expertise in cold storage, and has recently received the Centre’s nod to set-up cold chain projects across the country.
So be it storing in its warehouses or delivering it in iceboxes to customers, bigbasket is able to preserve the quality of the products that require chilled temperatures.
Co-marketing partner of choice
Bigbasket has been very proactive in partnering, collaborating with FMCG vendors to grow their business online.
It offers advertisement space on its site and app, is able to send messages to its customer base through app notifications and e-mails and tops it with business intelligence to vendors using the vast quantity of data it captures, quite akin to a household panel data.
This allows companies to experiment and fine-tune marketing, as well as get very quick feedback on product launches, which is not possible offline.
With a few hundred daily orders, bigbasket had a modest beginning in Bengaluru in December 2011.
Over the next five years, with the support of its customers, it has surpassed the 50,000-daily-orders mark to become India’s largest online supermarket.
The company recently strengthened its business-to-business (B2B) business by expanding into the hotel, restaurant and caterer (HoReCa) segment and partnering with SnapBizz, a retail technology firm, in an effort to transform India’s kirana stores into technology-enabled modern retail stores.
bigbasket, the sixth-largest grocery retailer in India (combining both physical and online players), closed the previous fiscal year with Rs 1,410 crore in revenue.
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