Professional Documents
Culture Documents
Distributor/Dealer/Stockists
A distributor is a wholesaler nominated by a company to most times exclusively redistribute the company products to all retailers and institutions in a designated territory
Distributor Management
A distributor is person appointed by a company who has responsibilities for:
Buying quantities of all products and pack sizes for redistribution Ensuring full market coverage Maintaining inventory Assisting company in all promotional efforts Helps in financing the operations
Selection of a distributor
Identify two or three appointments Background check Finding interest level Shortlist the final candidates
Selection of distributor
Identify two or three prospects for appointment
Background check
Finding out the interest level Shortlist the candidates Selection made on quantitative and qualitative factors
Location
Involvement in business Total
10
05 100
Further Process
Security deposit Credit to be extended by the distributor Investment in inventory Investment in infrastructure Manpower Coverage of markets Developing rural markets
Outlet coverage
Width of distribution Depth of the distribution Merchandising
Functions
New accounts Institutional accounts Secondary sales and tracking Competition tracking Handling product promotions Managing damage stocks Attending to customer complaints Reimbursement of the cost of promotion to the distributor
Contd...
New product launch Motivational tools for distributor Categorisation of distributors
Performance Evaluation
Contd.....
Positive Trends Companies still have limitations in their coverage Hundreds of companies who cannot afford own distribution networks Even book companies need wholesalers to get big sales volume Wholesalers extend credit to their customers Retailers have no choice but to visit wholesale markets