General Trade Distribution-Multi Mix Strategy for Growth
The decision We take about any distribution channel whether
it Direct, Indirect will affect to our pricing, our products, our relationships
with our intermediaries and our customers. There are E-Commerce channels who
are stepping towards offline channels with innovative approach. Even competition
going aggressive to tap the expansion through different strategy. Now General trade
getting impacted – Trade should have Plan for different strategy for the
expansion like Middle range Priced product for low spending areas, margin,
manpower, marketing etc. Companies having good control and strategy at Tier-I but
expansion & focus is lesser in Tier-II & Tier-III areas , where
business can be planed with some different strategy to cater them the market.
Below are are the Multi Mix Strategy for growth of General
Trade- FMCD focused :






Ø Rural
Channel –(Less turnover) Low market share selling distributors having
expectation of high margin then offer promotional budget for channel &
manpower engagement this will help Tier II & III markets because lots of
challenges in distribution of products at scattered areas & lesser Pull demand of brands. Even
market is wholesale oriented relationship based.
Ø Urban
Channel –( high Turnover ) Where brand have high market share then make sure
compliance are followed like Stock norms , Manpower, SKUs So due to multi-band
association leads towards more mix ROI for distributor , So it’s important to
have enough investment on specific brand.


The distribution decision could give product a unique
position in the market, So Brand need combined approach for Sales Distribution.
Aazad Singh
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