Have you come across brands like Anu Coco - a beverage available down South... Plus, XXX, Power some detergent bar brands of local Origin - UP, AP and TN respectively.... These small brands or better said specific - limited geography brands today are not limited to mere distribution strength and high trade loads to drive business....
They have realised that it is important to trigger the consumer to drive pull from the shelves... The local competition in every category is becoming so intense that the locals and other small brand players today don't have just the MNC's to fight against for shelf space but the local players itself are becoming competition to each other and the shelf space is becoming smaller and to survive today they have to get the attention of the consumer...
Some small brands did invest in local mediums like wall paintings, shop paintings and others from time to time - but TV and other ATL mediums were always considered out of reach....
When I worked with Cavinkare and we took over Maa as a brand which was then popular down South... We devised a 360 degree activation plan to make the brand known to the consumer - and the brand grew 3 times its turnover during the period 2008 - 2011 when I worked on the brand.... Maa could achieve this with 2 things - being a smaller brand - it gave a better product and coupled with awareness to the consumer which happened post merger with Cavinkare the brand could build in consumer connect and the brand for the first time was actually a brand - when the consumer came to the outlet and asked for the brand and not just bought it when the retailer pushed it to the consumer in the event of the consumer's preference brand not being available....
Today most small brands have realised the potential they can achieve - and the media is being supportive... an article on afaqs that I read re-confirmed this... Do read this on the link below it is worth it...
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