Explain the concept of surgical strikes in Wholesaling as discussed in class.

It should be a real-life
brand.

Surgical strike in wholesalers is refers to block other company sale its products by offering
wholesalers gifts, discounts, and incentives so that they can build inventories of their products and
push them further to retailer. Through this companies grow their coverage and stock depth. For e.g:
Lifebuoy and safeguard are both antibacterial soaps and both are well known in the market.
Lifebuoy is the brand of Uniliver and safeguard is the brand of P&G. Normally, wholesalers get about
5. 75% and 5% of profit margin on a 125gm and 75gm soap bars respectively. Uniliver can apply a
surgical strike against P&G by offering 6.75% and 6% of profit margin on soap bars of 125gm and
75gm respectively. Alone with this company can also use gift items for wholesaler in return of buying
lifebuoy more frequently.

How would you increase your indirect coverage through wholesale?

Indirect coverage through wholesaler can be increase by offer them Incentive, gifts, and discounts.
Also by making sure that the product must be available all the time on the wholesaler shops so that
customers can always able to buy their product. By using easy credit terms with wholesalers also
helps to increase the indirect coverage of the product. Also choose the wholesaler who can cover
the maximum retailers of an area.

What RTM (route to market) model can you provide to your wholesalers in order to increase your
coverage?

By giving areas to wholesaler to cover and make them responsible for the sale the company’s
products and making sure the availability of the product on each retailer shop, falls under the radius
of a particular wholesaler. He can send his worker to different retailers and gather complete detail
about the demand so that the detail could be transfer back to company. Also, rather than company
keep details of each sub-distributor, company can make wholesaler responsible to deal with these
sub-distributor. These sub-distributors are also categorized according to their feasibility to collect
product from wholesaler. These sub-distributors will be responsible to cover those remote areas
where company does not supply the product but there is demand for the product.