Objective:
Our client wanted to expand its Width-of-Distribution (WOD) in Tier III cities where it faced stiff competition from established players. The challenge was to set-up and manage the secondary sales channel in these cities while overcoming barriers such as low product knowledge amongst both distributors and end consumers. Channelplay helped in channel management by deploying dedicated team of FOS and technicians across India and took ownership of product sales volume.
Approach:
We were responsible for channel expansion and its management. Key activities included:
- FOS sourcing to increase pan India coverage
- FOS deployment and their mapping with regional distributors and retailers
- FOS mapping with 200+ system integrators to train them on product features and installation
- Dedicated online portal for distributors and system integrators to track secondary sales
- Web portal integrated with R&R program to encourage reporting of secondary sales and product activation data
- Technical Sales Executives deployed to educate retailers, system integrators and end customers
Outcome:
- With a dedicated team of Feet-on-Street (FOS) we helped the client penetrate and expand in tier 3 cities
- The client recorded 300% YoY growth in unit sales volume in a span of one year from the start of the program
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