Issue

India’s first ever branded fencing post developed by a portfolio company of India’s salt to software conglomerate, was five times the cost of unbranded fencing posts and largely not seen as a viable replacement in core fencing markets like real estate, and other industrial set-ups.

We were tasked with identifying the right target audience and market to focus on, chart the path of least resistance to launch the product in the market.

Process

We worked with the client’s internal team to first understand the product and its functions in detail. Then we explored different market segments to understand their motivations to purchase and expectations from a fencing post. We then visited multiple rural and urban markets to further understand the purchase influences and installation dynamics.

Result

Basis the insights we discovered and recommendations, the client decided to skip the real estate and urban market altogether and launched Stambh especially focused on agricultural landowners. The product too was refined basis market findings to make it suitable for agricultural land fencing. Further, we charted a market priority matrix on customer affordability, geographical conduciveness and channel stakeholders to focus on the best markets with a cascading schedule of entry.

The GTM execution was smartly designed to build on the client’s sister company’s agri tools distribution network to hasten speed to market and leverage the collective might of the legacy brand among the target audience.

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