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Background : There is a myth especially among marketing managers that size and scale is only possible with mass advertising and starting small gives one a slow and directionless start in a jungle of consumer products. I herewith present a case where such myths have been busted and offer a handful of cases and some strategy to make things happen for smaller players. Do   n o t be afraid to eschew what’s expected in the marketing world, and take the road less fearlessly flown to create a truly one-of-a-kind customer experience. Strategic Options : With the onset of the digital age, the world has become flat and hierarchies across organizations is increasingly ceasing to exist. Various tools and techniques can be attempted by start ups and small players. In the digital world writing incisive guest content can be a powerful way of displaying your thought leadership in the name of a brand. Such effort requires a fair degree of homework and lateral thinking to m...

  The subject has been pursued and irking many consumer product companies in India. I would classically take a case for tea companies who have a garden and looking for profitability and margins to come out of their distress . This being a comfort zone for me ,I have taken this up as a case study and I am sure you can too build up cases as per the behaviour of your vertical. The first focus should be to reduce the cost of production. Then of course upping the quality to improve realization . Having achieved that one should focus on setting up own and franchisee shops to further improve realization and get close to the customer. India is a land of kiranas, so distribution to nearby shops must be initiated from the central shop. As this expansion happens the brand should get nationally recognized gradually . Ultimately the graduation from shops to packets must take place. There must be a clear distributor appointment policy with distributors in every block. A focus on advance...