TDH x Pure O Natural: Phase 1 Consultant Report
Structured Execution Plan for 10-Store Launch (4-Week Cycle)
1. DESIGN: Execution Timeline (Gantt Chart Simulation) [Image of Gantt Chart]
Visual mapping of the 4-week execution flow.
2. DELIVERY: Walk-in & Conversion Flowchart [Image of Customer Journey Map]
The path from initial awareness to in-store purchase conversion.
3. DIAGNOSIS: SKU Hierarchy & Placement
Strategic product placement for optimized visibility and basket value.
| Slab Position | SKU Category | Reasoning |
|---|---|---|
| Slab 1 (Eye-Level) | Flagship Sunnundalu | Most emotional + trial product must be first visible |
| Slab 2 | Daily Staples (Atta, Sattu, Podis) | High frequency repeat to grows basket value |
| Slab 3 | Millets (Raw + Instant) | PON's core consumer aligns perfectly |
| Slab 4 (Bottom) | Snacks & Savouries | Easy pickup + high impulse |
4. DISCOVERY: Key Objectives & Metrics
- Primary Goal: Establish TDH Sunnundalu as the flagship 'Walk-in Magnet'.
- Conversion Metric: Internal Advocacy (Staff Training) to boost cross-category movement.
- Digital Strategy: Hyperlocal Ads & Google Maps tagging for Digital Discovery.
- Tactical Focus: Impulse Mini-Packs at Checkout for high-frequency triggers.
- Sustained Momentum: Utilizing 'Sunnundalu of the Week' and seasonal call-outs for Repeat Purchase Drivers.
5. PLAN MAPPING: Detailed Execution Breakdown
PRE-LAUNCH (Week 0-1)
Rack Branding Preparation
Plan: 20 TDH-branded racks prepared...
Objective: Visibility foundation
Product Hierarchy Setup
Plan: Slab 1 Sunnundalu; Slabs for Millets/Savoury.
Objective: Proper categorisation + flagship highlight
Teaser POS Materials
Plan: Teaser 'Tradition arriving soon' posters in 10 stores
Objective: Curiosity before launch
Shelf Placeholders
Plan: Block space with mock placeholders & 'Coming Soon: TDH Sunnundalu'
Objective: Anticipation + brand spotlight
Store Staff Training
Plan: 10-store staff trained on TDH story, how to push Sunnundalu, upsell packs
Objective: Internal advocacy boosts conversions
Pre-Launch Social Media
Plan: 5 Co-branded posts: Countdown, Sunnundalu heritage story.
Objective: Digital expectation
LAUNCH (Week 1-2)
Full Rack Installation
Plan: All 20 racks installed Slab 1 fully stacked with Sunnundalu; Snacks near checkout
Objective: Premium presence
Impulse Checkout Setup
Plan: Mini-packs (₹20-₹40) near checkout.
Objective: High-frequency impulse triggers and sample distribution
Launch Offer (14 Days)
Plan: Small discounts (10%, 20%) on products purchased
Objective: Pushes cross-category movement
Launch Social Media
Plan: Mega reel (PON + TDH); 'Now Available Across 10 Stores' static, In-store video of sampling.
Objective: Drive awareness & store visits
Store front Pop-Ups
Plan: Micro pop-up near each store (Total: 10 pop-ups)
Objective: Converts walk-ins and Awareness of product availability
POST-LAUNCH (Week 2-4)
Repeat Purchase Drivers
Plan: 'Sunnundalu of the Week' branding at shelves; Millet offers for weekends
Objective: Sustained momentum
In-Store A5 Tent Cards
Plan: Placed near vegetables 'Complete Your Healthy Basket with TDH Millets'
Objective: Behavioural nudge at key zones
Influencer Visits (Micro Local)
Plan: 1-2 local mom/health influencers do store walk-throughs
Objective: High trust-building
Post Launch Social Media
Plan: Store photos, customer reviews, 'Why Sunnundalu is our flagship' carousel, walk-in reminder posts
Objective: Extend visibility
Google Maps + Discovery
Plan: Tag all 10 stores with: 'Now selling TDH Traditional Foods'
Objective: Digital discovery