Channel Management
In industries such as FMCG, Building Material, White Goods, Hi-Tech Equipment etc. which are largely unorganized and typically channel driven; the modern retail format is scarcely adopted. Customer reach, therefore, becomes solely dependent on readiness of dealers – usually not exclusive to a particular brand – to recommend their products to the end customer. Given the extremely competitive nature of these industries, the manufacturers have a growing need to connect with dealers & customers alike, to generate ‘pull’.
