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
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