Strategic Market & Channel Assessment for Electrical Building Wires

Context

• Client:  A leading FMEG company with a strategic intent to significantly scale its electrical building wires business

• Geography: India

• Objective: To gain clarity on four critical business questions:

  • Mind-share paradox: Understand why a few national players dominate brand recall despite the proliferation of regional competitors

  • Shelf logic: Identify the key factors that influence a retailer's decision to stock and promote one wire brand over another

  • Route-to-market math: Determine the optimal balance between a direct supply model and a distributor-led approach for profitable, scalable growth

  • Influencer playbook: Develop a strategy to win the trust and influence of electricians and contractors, who have a disproportionate sway over purchasing decisions

Scope of work (delivered)

Our team conducted a primary research-based fieldwork engagement over four weeks. The scope was structured around five key pillars to deliver a holistic market view and actionable insights:

1. Category Dynamics & Competition: Analyzed market structure, identifying national, regional, unorganized, and private label players. We mapped brand positioning based on recall and reach, and detailed the key challenges for category growth, including supply chain volatility, price sensitivity, and high competition

2. Brand Strategies & Presence: We assessed the marketing approaches of top brands, finding that most rely on a mix of above-the-line (ATL) and below-the-line (BTL) campaigns. BTL activations, such as contractor meets, were found to be most effective in building trust, as building wires are "behind-the-wall" products. We also analyzed brand extensions into adjacent electrical categories

3. Sales & Distribution Insights: Mapped the complex network connecting brands to end-users. We provided a comprehensive view of what it takes to "reach the counters" and maintain pricing competitiveness. Our research highlighted emerging trends, such as the rise of e-commerce, higher reliance on regional distributors, and the digitization of channel management

4. Influencer Engagement & Loyalty Drivers: Identified contractors, builders, and electricians as key influencers in brand choice, with electricians having the strongest influence for residential projects. We detailed engagement tactics for each group, from training programs for electricians to bulk project discounts for builders

5. Product & Pricing Intelligence: Investigated product features and pricing strategies, noting that while quality and durability are paramount, price competitiveness is a major entry barrier for new players. We provided insights into how different brands use quality, affordability, and promotional schemes to differentiate themselves

Method & sources

• Primary Research: We conducted a four-week fieldwork project, gathering qualitative insights through in-depth interviews with brand executives, retailers, distributors, and electricians. Structured questionnaires were used to ensure comprehensive data collection

• Structured Analysis: We used a structured approach to analyze the data, including a market-sizing and segmentation model, and a stakeholder influence map. We developed a framework to identify and categorize different brands and their corresponding strategies

• External Data: We cross-referenced our findings with publicly available data and industry reports to validate market trends and competitive dynamics

Deliverables

• Comprehensive Market Insights Deck: A detailed presentation with findings on market structure, competitive dynamics, and future trends

• Strategic Playbook: Actionable recommendations for the client's go-to-market strategy, including a plan for influencer engagement, channel expansion, and brand messaging

• Channel Segmentation & Targeting Plan: A detailed map of distributor and retailer types, with tailored engagement strategies for each

• Product & Pricing Framework: Guidance on how to position the product portfolio and pricing to effectively compete in a fragmented market