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Marketing Channel Management Case Analysis on “WIPRO CONSUMER CARE: MERCHANDISING FOR SUCCESS” Submitted by:
Gr!" N#: $ Manish Kumar
(131326)
Prateek Sabharwal
(13133)
Saumya !an"an #iswal (1313$6)
M#A %&' (21321*)
+nstitute o, Mana-ement. /irma 0niersity ate o, Submission: 1th Mar4h 21*
E%e&!ti'e S!mmar( 7i8ro 4onsumer 4are is ,a4in- ma"or 4hallen-es o, mer4handisin- and 8romotional issues9 +ts newly re4ruited mana-ement o,,i4er is 4on,used about the best alternatie9 'here are three alternaties aailable to him and they are istributor model. Man8ower model. and ndto end mer4handisin- model9 ;e has 8i4ked some mana-ement trainees to assist him in the de4ision makin- 8ro4ess9 #ut at the end o, the day he has to 4hoose the best alternatie by ealuatin- the 8ro8osals on the basis o, ,our key 8arameters9
Pr)lem *tatement+ u8ta has to 4hoose the best alternatie model. whi4h will in4rease the brand isibility and ultimately the sales9
E'al!atin O, Alternati'e*+ Distributor Model Pros- 'he inestment ,or this is ery minimal9 'he re4ruitment 4an be done by the distributor9
en the inestment 4an be ,urther minimised i, the distributor is -oin- to make a -ood amount o, business by sharin- the e<8enses9 Cons- istributors will not take the initiaties as they are not -oin- to -et dire4t bene,its9 'he
indire4t bene,its are not so si-ni,i4ant to the distributors9 As sales is the 8rimary ,un4tion o, the distributors they will not em8hasi=e on the 8romotional a4tiities9 'erritory allo4ation o, the sales team will be a 4umbersome "ob9
Manpower Model-
Pros- 'he hirin- 8ro4ess will be easier as ,iltration is done by the third 8arty9 As the team o,
team leader and mer4handiser are in the 8ayroll o, the a-en4y the 8ro4ess will be easier9 >ui4k re8la4ement o, mer4handiser i, there is any 4om8laints ,rom the 4om8any9 Cons- 'he e<8enditure will be ery hi-h9 'he a-en4y may not take the ownershi8 as its role
is limited to sta,,in-9 'erritory diision and other 4umbersome o8erational works are on the sales team so it may be4ome ,aulty9 End- to-End Merchandising Model Pros- 'he whole 8ro"e4t will be assi-ned to the third 8arty9 Sales team will hae ,ewer
burdens9 As the whole 8ro"e4t will be -ien to the a-en4y a sense o, ownershi8 will be there9 A-en4y will be a44ountable ,or the results9 A 8er,e4t M+S data 4an be maintained9 'he a-en4y will take 4are o, P5P material ,rom another warehouse. so no mismat4h9 Cons- 'he e<8enditure will be hi-h9 i,,erent warehouses are re?uired9
De&i*in+ 'he third alternatie that is @ndtoend Mer4handisin- model is the most 8ro,,ered alternatie9 Reason-
'hou-h it is 4ostly but e,,i4ient one9 As the whole 8ro"e4t will be -ien to the a-en4y a sense o, ownershi8 will be there A-en4y will be a44ountable ,or the results A 8er,e4t M+S data 4an be maintained9 'he a-en4y will take 4are o, P5P material ,rom another warehouse. so no mismat4h9 Mobile a88 based real time re8ortin- to 8roide robust daily auditin-9
Amon- the seri4e 8roider the Margin Dize should -et the 8ro"e4t as it is 4ost e,,e4tie9 'he 4all e,,i4ien4y is hi-h As it is 4om8aratiely new a -reat sense o, ownershi8 will be there as stakes are
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asso4iated with the 8ro"e4ts9 'he ta
