Editor’s Note
VOLUME : 14

ISSUE : 6

JANUARY 2019

Time is ticking ...and
the countdown begins
T

he funny thing about time is that it always seems ahead of us,
no matter how much we plan and try to get one up over it. It
inevitably seems to turn around and say, “Don’t worry buddy, you
can never beat me, no matter how
much you try.” For us at Point Of
Purchase, especially at this time of
the year, time always hovers over us
with a smirk, taunting us to catch
up. And you know the reason – the
much awaited In-Store Asia (ISA)
event coming up in March during
14-16 in Mumbai.
With all our resources working
together to bring out the 12th
edition of the largest trade fair in the Indian subcontinent, time has
never been more crucial and now as we put down this edition to bed,
we are already lining up our stories for the next issue. Indeed, as we

inch closer to ISA, everything revolves around one question: how do
we beat time to make sure we are all set to welcome you to ISA with
the latest and most relevant offerings from our magazine pages. Our
current issue is a step in that direction – whether it is insights gleaned
from the latest trends in the FCMG selling space or capturing the
latest initiatives by brands in the retail space or moves by retailers
in the brand/product positioning space. So do read them, mull over
them and save all your ideas and thoughts for In-Store Asia 2019!
Meanwhile, have a great February!

N. Jayalakshmi

/>magazine/magazine-retail.html
EDITOR & PUBLISHER

:

SR. ASSOCIATE EDITOR

:

Vasant Jante
N. Jayalakshmi

ASSOCIATE EDITOR

:

Satarupa Chakraborty


SR. REPORTER

:

Smita Sinha

DESIGNER

:

Vinod Kumar. V

CIRCULATION / EDITORIAL OFFICE:
1019/2, 1st Main, 1st Cross, Geetanjali Layout, New
Thippasandara, Bangalore - 560 075. Tel: 91-80-40522777
Email: www.vjmediaworks.com
MUMBAI OFFICE:
201, 2nd Floor, Krishna Commercial Centre, 6 Udyog Nagar,
Nr. Kamat Club, S.V. Road, Goregaon (W), Mumbai - 400 062.
Tel: 022-40234446
DELHI OFFICE:
E-24,2nd Floor, Right Hand Side Flat, Naraina Vihar,
New Delhi-110 028, India. Tel: 011-4241 5179
Business Head
Nimisha Shah +91 99671 11587
Sales Head
Suvarna Jante +91 99300 25075
Marketing Executive
Neha Jante +91 98450 11541
Sales Executives

Sudarshan Sakhare +91 86690 68831
Binayak Biswas +91 88703 12069
Point-of-Purchase is a monthly published by Vasant Jante
at 1019/2, 1st Main, 1st Cross, Geetanjali Layout, New
Thippasandara, Bangalore - 560 075
Printed by Suresh Pai at Sri Sudhindra Offset Process, #97-98,
D.T. Street, 8th Cross, Malleswaram, Bangalore - 560 003.
Point-of-Purchase is owned by Vasant Jante and edited by him.
The opinions expressed by authors and contributors to Point-ofPurchase are not necessarily those of the editors or publishers.
Point-of-Purchase may not be reproduced in whole or in part
without permission of the publisher.
Print Copy
Subscription for one year
For Nepal & all other countries

:
:

Rs. 1,200/$ 190 by air

Digital Copy
Subscription for one year
:
www.media4growth.com/magazine/

Rs. 400/-

All subscriptions are to be pre-paid. The claims and statements
made in the advertisements in Point-of-Purchase are those of the
Advertisers and are in no way endorsed or verified by Point-ofPurchase.


For Subscription - India :
email:

4 I January I 2019



Content
VOLUME : 14

ISSUE : 6

JANUARY 2019

POP News

8

International POP

20

International POP Gallery

22

Cover Story

7 things to watch out for in the FMCG selling space


26

Brand Talk

Kingfisher brews expansion plans for
non-alcoholic beer

30

Brand Buzz

L’Oreal adds a dash of digital ‘wow’
to in-store presence

32

This Rusher’s kiosk makes shoppers flip for Flip Flops

34

Retail Corner

More’s new food display to serve diverse
shopper tastes

Material World

PrintGUARD: Set to redefine POS


Obituary

36

40

Onkarnath Kapila

42

In-Store Asia 2019 Exhibitor List

43

Resource

50

Calendar

54

6 I January I 2019



POP News

Smart cookie
communication

FMCG major Britannia recently positioned
itself as a good choice for everyday athletes.
The brand launched a new campaign last
year to inspire homemakers in India to realise
their untapped potential and drive them to ‘be
more’. The brand’s in-store communications,
like this FSU placed at various outlets shows,
seem an extension of the idea and highlight the
combination of goodness and excitement in the
whole brand proposition.

The green
proposition
Aloe Vera has emerged to be a sought after
ingredient in products across categories in
recent times and brands often position their
product with the Alore Vera USP. Joining the
bandwagon is Dettol, a leader in the antiseptic
soap category. The brand has come up with
an innovatively designed FSU display that
does a good job of communicating the brand’s
message – Germ protection with soothing Aloe
Vera. The display promotes Dettol’s range of
varied products. The unit was spotted at Spar.

8 I January I 2019


POP News


Hershey’s seals
it with a ‘Kiss’
These tear-drop shaped display units installed
at Big Bazaar outlets in Bangalore promote the
iconic Hershey’s kisses chocolate variants. The
display gives a vivid feel of the perfect indulgent
treat for premium chocolate lovers.

Armed for the
pimple battle
To promote its Neem facewash brand, Himalaya
got these display units installed at Spar
outlets in Bangalore. The green display unit
by Himalaya does a good job of highlighting
brand presence at the store and effectively
highlights the brand message - No more pimple
experiments.

9 I January I 2019


POP News

The joy of
challenge
Kinder Joy seems to have found a new way to
reach out to parents with this unique display
spotted at Spar outlet in Bangalore. The brand
urges parents to add a little surprise to their
kid’s day. And this egg-shaped display unit

promoting the two-in-one product does that in
a visually engaging way.

Quick soup for
the soul
Knorr is positioned as the ‘restaurant like soup
at home’ to promote the varied range of tis
soup mixes. This display unit spotted at Big
Bazaar, Bangalore, manages to convey the
product highlights loud and clear.

10 I January I 2019



POP News

Smart packaging
To promote its immunity boosting hand
sanitizer, brand Lifebuoy got this parasite
unit installed at various retail outlets. The
communication focus is on the brand tagline
‘Must have for school bag’. The school bag
shaped unit spotted at Spar, Bangalore, houses
the product range and persuades parents to
add a Lifebuoy sanitizer to their children’s
school bag.

The lavender
touch

This unique parasite display unit promoting the
new range of Lux hand-wash, positioned as
something exotic, is space-saving and compact.
The pretty unit houses three different variants
of the handwash. It was spotted at Spar,
Bangalore.

12 I January I 2019



POP News

Crème to care
Brand Nivea selling its products with the brand
communication – ‘One crème, many ways to
care’ is vying for shopper’s attention at retail
with a simple call for action – Try me. The
simple unit spotted at Spar outlet in Bangalore
also draws buyers with attractive offers.

Crunchy call
This is among the most challenging categories
at retail, in terms of breaking clutter and
grabbing shopper attention, what with the store
space being choc-a-block with brands. But
Nutri Choice has managed to carve a distinct
presence with this eye-catching FSU unit which
also highlights the products features. The
unique display unit was spotted at Spar outlets

in Bangalore.

14 I January I 2019



POP News

Ragi rage
Finger millet or ‘ragi’ is pretty much the flavour
of the season in India these days. And brand
Soulfull popularly known for its cereals and
ragi bites has leveraged this very quickly.
The brand’s end cap display unit, which was
spotted at Big Bazaar, uses a highly visual
communication to highlight the benefits of the
product and catch buyer attention.

Hail the herb
To promote its table top sweetener by
highlighting the goodness of Stevia herb extract,
brand Tata NX has come up with a unique
display unit installed at various retail outlets.
This display found at Spar outlet conveys the
brands message loud and clear and draws
shopper attention.

16 I January I 2019



POP News

Pop up for
pick-up
Nivea gives a strong visual expression to its
brand proposition, ‘A pop of colour, a kiss of
care’. In this crowded product segment, calling
out for shopper attention is a never ending
challenge. This Nivea FSU appeals with its
simple call for action and innovative design.

Salt talk
Brand Tata Salt has taken a simple approach
to promote its rock salt – which is to go at it in
the pure ‘Desi’ way. Spotted at Spar outlet, this
display unit does a quiet but effective way of
promoting the salt range.

17 I January I 2019




International POP

Azzaro display seduces the
shopper
Clarins Group, a French luxury skincare, cosmetics and fragrance
giant, was recently spotted celebrating the launch of their bold and
daring fragrance for men, Azzaro Wanted by Night.

To help promote the new fragrance, the brand created this shelf
display, which we found at a major department store retailer. Shiny
and reflective, the bucket-shaped display was an eye-catching
jewel that really stood out among the other merchandisers and
fragrances. Several elements from the bottles were carried into the
display design, such as the six faceted medallions that were used as
a backdrop behind the product.
In addition to this display, the brand deployed several other
merchandisers across the globe and also incorporated a wide variety
of marketing tools such as digital media, sampling, podiums, window
and store animations. Brand founder Loris Azzaro would have been
pleased with the passion and flamboyance that was poured into the
complete marketing program behind Azzaro Wanted by Night. n

Bobino holds the phone while you
charge
Since their start in 2007, Bobino has envisioned an easier daily
life through simple innovation. The company offers a wide variety
of inventive products that cover several categories. One of those
categories is dedicated to phone holders.
Designed for charging today’s larger touch screen phones, the
L-shaped holders have anti-slip pads to keep your expensive device
safe. They are also hinged, so they can fold in half, making them
perfect for travellers.
The brand is promoting their phone holders at independent retailers
with this counter display. The tree-like structure was designed with eight
arms that neatly merchandised all of the colour options available. A
simple graphic label with in-use imagery quickly conveyed how these
handy phone holders functioned. Simple, clean and effective. n


20 I January I 2019


International POP

Patron steamer trunk calls out to
travellers looking for cocktails kit
For someone who is frequently on the go and enjoys a cocktail or two when
jetting to destinations, Carry On Cocktail Kits are the perfect companion
when cruising at 30,000 feet.
Patron and W&P Design recently partnered up for a joint venture to assist
frequent flyers looking for that top-notch drink while in the air. One of the 250
products W&P design currently markets is their Carry On Cocktail Kit – The
Margarita. The kit includes tools to craft two Margarita cocktails mid-flight:
small-batch margarita syrup, rimming salt, 1/2 oz jigger, a travel-size bar
spoon, a recipe card and a linen coaster. Just add the hard stuff and stir.
To promote the Patron and Cocktail Kit combo, Patron created this awesome
steamer trunk display. Synonymous with travel back in the late 1800’s, the
steamer trunks were named after their location of storage, in the cabin of a
steam ship. Measuring almost four feet in height, the display mimics an actual
steamer trunk complete with working drawers and storage compartments. The
main structure is fir wood covered with a green polyurethane
leather. In addition to the display resembling a steamer
trunk, when folded in the closed position, it transforms into
Point of Purchase Online Network
a giant Patron Silver box! n
www.popon.net
TM



International POP Gallery

POPs go interactive with
demo displays
A

study says that about 70% of
female shoppers and 50% of
male shoppers view shopping as
a form of entertainment and are
constantly looking for new ways to be
engaged. Little wonder then that a few
retailers and brands across the world
have hitched on to the idea of demo
POPs or interactive displays that add
the much needed thrill, engagement
and experience to shoppers in an
otherwise monotonous supermarket
or hypermart environment.
These interactive displays inevitably
involve the use of in-store technology
to add an experiential edge to their
brick and mortar presence.

The range of their usage spans
product displays, digital story telling
or simply an engaging round the
clock shopping experience. Retailers
across categories seem to be opting
for screens, windows and kiosks for

their store presence, as these picture
show.
For the retailer, the benefits of
interactive retail displays are
obviously many – they improve
efficiency as they enable continuous
interaction with the shoppers without
the intervention of store staff, they
engage and excite the shopper and
they also provide the very critical
shopper data at the back end level.

Waterpik Waterflosser Demo Display

22 I January I 2019

More importantly, these interactive
displays
enable
an
in-store
experience that combines the best
of omnichannel selling – offering
enough scope for touch and feel
while providing a smart, quick and
efficient buying process with the
help of digital technology. It also
facilitates the application of the latest
buzzword in brand marketing – story
telling.

Check out these pictures of some
interactive displays used in retail.
Picture Courtesy:

Point of Purchase Online Network TM

www.popon.net

Portable Wireless Speaker Demo Display


International POP Gallery

Wahl Hair At Home Demo Display

Pyrex Snapware Demo Display

23 I January I 2019


International POP Gallery

Ultimate Ears Waterproof Demo Display

EcoDrift Speaker Demo Display

ellia Diffuser Demo Display

Brita Wave Pitcher Demo Display


24 I January I 2019