GTM Strategy for Mezhukkattil | Launch of MM Originals (premium coconut paste) in India
About Mezhukkattil Mills
Mezhukkattil Mills located in Kochi has a 35 ton per day capacity infrastructure and has a long legacy in leading the coconut extraction industry. The company zest for excellence and quality has consistently helped them lead the market and build an enviable client list like Unilever, Marico, Wipro, Dabur, Eastern, and VVD. Their major export regions are UAE, Kuwait, Saudi Arabia, Oman, Europe, Canada, Landon, the US, Japan, Taiwan, and Singapore.
Go-To Market (Supply Chain) Strategy | Business Case
This Supply Chain project was in the domestic division of Mezhukkattil where a multi fold growth was forecasted for coconut concentrate in India with growing shift seen in alternate for milk by-products. The Business case of the project driven by Hesol Consulting was to analyses the distribution portfolio, develop supply chain model and costing strategy. In the overall Hesol’s Supply chain services portfolio – Channel and distribution strategy, Supply chain risk assessment, logistics planning are the core focus areas in Project Mezhukkattil Mills.
OPPORTUNITY
Define the distribution strategy (GTM Strategy) map for the domestic launch of the premium coconut cream product – Online, Offline and Hybrid mode.
- Distribution portfolio selection – enhance the exposure of the product in the market and give an edge in terms of speed and efficiency.
- Development of supply chain model – logistics strategy
- Development of supply chain costing strategy
SOLUTION
Tools & Techniques used
- Primary and Secondary Market Research
- Value Stream Map for mapping each Distribution channel and Business Model
- Supply Chain Cost Simulation Model
- Unit Economics Study
- PUGH Matrix
We approached the business case as follows:
- Identification of the opt channels for premium coconut concentrate in online, offline and hybrid business models; This involved a through review of players having fulfilment centers, drop ship or easy ship model along with marketplace and modern trade.
- Organization Health check of key players and funneling the engagement; All the market players for pan India was researched and technically narrowed down for strategic engagement based on the market penetration, sustaining business model for long term and financial stability.
- Comparative analysis of the supply chain model – Each of the top players distribution approach was analysed for connectivity and feasibility.
- Building of the supply chain cost model – Based on the product cost, packaging, storage, logistics, distribution fee and promotional fee, the total cost structure was built for a comparative analysis of the best fit Margin.
- Recommendation / Implementation – An Implementation road map was provided for the different distribution channels along with the regional approach for launch of the product.
Few Schematics
Considering the sensitivity of solution designs and the competitive edge through these optimization nuances, only few schematics which represent work done are shown:
RESULTS
- Detailed supply chain strategy (GTM) for pan India and regional market presence in online, offline and hybrid business models.
- Phase wise implementation road map for Pan India and regional market presence
- Detailed Supply chain cost simulator is developed for analyzing the margin in a dynamic situation
- Costing Strategy for the different products and at various distribution channels are finalized
- Risk mitigation plan detailing the nuances to concentrate upon while entering the B2C segment to protect the profits in short term and long term.
