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 the third and final instalment of ‘Marketing Side of Sales’, Sharan & Sudeep delve into the intriguing aspect of Merchandising in General Trade. After unpacking the 5S of shopper marketing in modern trade, our hosts shift focus to the traditional trade landscape. Is General Trade a different beast? They dissect each step of the sales funnel in GT, from category placement to brand visibility, and examine how elements like Spot and Show Interest play pivotal roles in a shopper’s journey. With a keen eye on how Point-of-Buying (POB) communication and product placement can make or break a sale in the blink-and-you-miss-it environment of General Trade, they uncover surprising truths. For instance, did you know that the belief that space in GT is always constrained is more myth than reality? But wait, there's more! They explore how shopping missions in GT, often perceived as routine or ad hoc, are not always as planned as one might think. With insights on impulse buying behavior and the critical 5 Ps of in-store merchandising, this episode is packed with strategies for emerging FMCG brands. Sharan & Sudeep also tackle the often overlooked yet crucial aspect of stock weight in shopper behaviour and how it can be leveraged to create a brand block even in the fast-paced world of General Trade. Tune in to discover why being at eye level isn't just a metaphor but a strategic imperative in General Trade. This episode is a must-listen for anyone looking to crack the code of merchandising in the ever-evolving landscape of FMCG retail! 🛒🚀 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