Rejuvenation of Distribution Channel of Consumer Durable Company

Abstract

The Indian FMCD market is valued at Rs. 1.5 Lakh Crore. Out of numerous channels of sales, the major role is played by Distribution (60%) and Direct Dealers (40%) for the region, where no other sales channel is present like Modern Trade, Brand Store, E-Comm., Chain Store, etc. This project is aimed at evaluating the Availability, Expected market growth, Factors, Competition analysis, Expectations and Perceptions of retailers towards consumer durable company. The company wants to know, how many retailers are available in a market and where all can it reach through its distribution channel through its Numeric Reach in an area, Weighted Distribution on respective counters and based upon that, the Market Share. The paper is focused on the study and analysis of data collected from all the retailers who keep stock of Home Appliances. The purpose is to understand why isn’t there any reach to untouched markets yet, what are the influencing factors, what are the problems being faced, Positioning of various attributes and brands on mind and feedback about the sales of Home Appliances. To achieve the objective I studied the market in both aspects, be it Distribution by travelling to 11 different areas with the DSO and the ASM to get a brief of how the market works, why the distribution is low in that area and what are the problems that prevail in the chain and the Direct Dealer also called Key Accounts which deal directly with the company offering a great space for the product visibility along with more credibility. Then, collected data from retailers also known as Trade Partners (TPs). In this way the required data was collected and available gaps were studied.