Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM⁠ It only takes a few minutes, and it will help us provide you with the content most relevant to you. **************************************** In this 2-part CoBB | Conversations on the Business of Brands, Sharan and Sudeep dive into the often-overlooked intricacies of brand understanding and marketing thinking required on the distribution side of things in a consumer business. retail store classification in the FMCG industry. In this episode, they dive into Retail Classification. Our hosts expose a common pitfall many mid-sized companies encounter: the arbitrary categorization of retail stores into A, B, and C types without a clear, standardized approach. This haphazard method can leave sales teams meandering, with products misplaced as comically as toothpaste in a stationery store! Drawing on their insightful experiences from Cadbury, they unravel the importance of a well-defined retail classification system. From 'Stand Alone Supermarkets' to 'Paan Stores', they discuss how a tailored approach to store categorization can significantly streamline distribution and enhance product visibility at the crucial 'moment of truth'—the point of purchase. The episode also highlights real-life examples, such as a biscuit company's stagnation despite innovative efforts, solved by reevaluating their retail store classification. Sharan and Sudeep dissect the evolution of retail classification, offering invaluable lessons for FMCG businesses aiming to refine their distribution strategies. Don't miss the teaser for Part 2, where they will delve into the fascinating world of shopper marketing. Tune in to this episode for practical insights that could redefine how you view retail classification and its impact on your brand's success in the market. As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - ⁠Linkedin⁠ Sharavana Raghavan - ⁠Linkedin⁠ FOLLOW US CoBB - ⁠LinkedIn ⁠ Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by [Janhavi Pethkar - Music from Zapsplat.com