Sales channels to reach your customers
Selling through retailers, wholesalers and other distributors
Selling through an intermediary may be a more cost-effective way of reaching your end-customers than selling to them directly.
If you are targeting business customers who prefer to deal with large suppliers, selling directly to them may not be a realistic option. Instead, you might aim to supply wholesalers who have existing relationships with those businesses.
If individual consumers buy low value quantities of your products, the best option might be to target retailers that sell similar products. Or you might choose to focus your efforts on a relatively small number of wholesalers who can in turn supply your products to many retailers.
Other distribution channels may also reach your end-customers. For example, technology suppliers often sell to resellers who can configure and install the technology to suit end-users’ particular needs.
Managing your distributors
You need distributors who will value your product. If they sell competing products, what will make them push yours?
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Think about how you set your prices. Distributors will be more enthusiastic if they can make a large profit – but setting too low a price will eat into your own margins.
Effective advertising and promotions can be vital. As well as marketing to the distributor, you can promote your products directly to end-customers. Distributors will be keener to stock and sell products that their customers are asking for.
The key terms of the supply relationship should be covered in a written contract. Key issues might include:
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how much stock the distributor will hold
what the distributor will do to promote your products
how quickly you can resupply and minimum order levels
whether the distributor has exclusive rights to your product (for example, in a particular territory)
what happens if either you or the distributor want to end the relationship
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Corporates using sports events to promote their products
Whether its building brands, driving sales, or launching a new product, corporate brands the world over are always trying to come up with new and innovative ways to promote themselves. The use of major sports events is a well-explored avenue with mega sports events such as English Premier League, Australian Open Tennis Championship, Formula 1, etc, commanding high levels of sponsorship.Like their counterparts in the west, Indian corporate brands are fast on the heels of using sports events to leverage themselves. While quite a few still embrace the standard marketing initiatives, more corporates are exploring other platforms in the hope of extending visibility. Enter sports. With more sporting events gaining prominence in the Indian sporting calendar there are an increasing number of opportunities for brands to showcase themselves.The launch of the IPL last year, which saw numerous Indian brands and personalities bidding for players, is a case in point. Vijay Mallya of Kingfisher owning his own Formula1 race team, another example. A more recent example, albeit on a more humble scale, is the Delhi half marathon that happened on November 9th. Gaining prominence in its own right, this event saw various big brands take the traditional sponsorship titles route title sponsors, official aid care provider, refreshments et al. However other corporate brands opted instead to showcase themselves by creating costumes for the 7km Delhi Fun Run race.Indian quick service restaurant chain Nirulas used the half marathon as a pre-launch platform for the Nutribyte Burger®, a first of the Nutribyte range of nutrilicious fast food product child of Nirulas partnership with US weight management firm Nutritionvista. Tying in, [appropriately] with the spirit of the half marathon, healthy lifestyle through exercise and responsible nutrition, Nirulas felt it a natural fit to introduce its latest initiative healthier fast food options for Indian youth (Link)To view Nirulas pictures of Delhi Half Marathon, please click here.About Nirulas:Nirulas, a reputed name in the hospitality industry, is a pioneer in the family style restaurant business in India having set up the first outlet in Connaught Circus, New Delhi in 1934. Nirulas operates restaurants under the brand name Nirulas, casual dining outlets called Nirulas Potpourri and two hotels. The Group is present almost in 60 locations across Delhi and NCR, Uttar Pradesh, Uttaranchal, Haryana, Rajasthan, Punjab and Chandigarh. In June 2006, Navis Capital Partners and Managing Director, Samir Kuckreja acquired the Nirulas Group of Companies. Navis is private equity fund based in Malaysia, which manages US$ 2 billion in capital commitments. Samir Kuckreja is a respected hospitality and retail professional with varied experience in some of the best-known companies in the world.About Nutrition VistaNutrition Vista was founded on the basic premise that for most working adults access to healthy eating and weight management is not only time consuming but also unreliable.To meet this unmet need, Nutrition Vista offers a convergence of both online and off-line tools built around the services of their well-trained dietitians who are certified by the Indian and/or American Dietetic Associations (IDA, ADA) respectively. A US based company now with an Indian presence, Nutrition Vista brings the latest in health assessments and innovative tools that will help consumers get better guidance, training and support on nutrition and related health issues.For further information please contact:Kanika Berrykberry@perfectrelations.com+91 9818225569
