Four Pillars of FMCG Sales

Controlling the FMCG network in a pan India scenario needs a good concept of the 4 pillars :

1.Brand - there are infinite research on the brand . This is not only about advertising but also seeing the price quality equation and what benefit it provides to the consumer . Every brand has some feature which makes it stand out and the same always has to be kept in mind while placing yourself ahead of competition

2.Distributor - The profile of the distributors is very important . See his coverage , salesman , investment capacity , and service level . Be very cautious while appointing the same and visit the market before appointing him. Do not go by hearsay .

3.Salesman - Here your recruitment becomes important. Do not be in a hurry to recruit your salesman. Assess his education , past experience , ability to maintain his relationships with retailers , commercial skills and ability to see the big picture .

4.Market - India is a vast country and one can get lost in the details. Choice of market is very important . Once a state is selected based on a demographic pattern , districts are earmarked within it wherein to attack. The district headquarter must have the main distributor who should have at least 5 routes in his headquarter . There should be a distributor or sub-distributor in each tehsil headquarter . Each of them must have 5 routes in order to be viable. The profile of the retail outlets in each district should be mapped out . There are large wholesale shops , A, B&C category shops .

In India metro towns also have divisional breakup and these should have separate distributors in each division .

Coming back to a previous point , a cluster of districts in a state is called division. Normally ethnicity and patterns in a division are common and hence one can determine his or her own choice of division .

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