Recommendations for driving growth in distribution/penetration: Special focus on the MFD category; Heinz India Pvt Ltd.

Abstract

The growth of the Complan brand in the MFD category is incredible, as is the information gathered from the market. But there are complacency factors, some unintended and a few unnoticed which are in a subtle way, affecting the further growth of the brand. Be it the issue of penetration and distribution or the shortcomings in the man-power deployment, there are avenues of improvement, though of small scale, which needs to be looked at. Faster and efficient service to retailers and more visits to the markets by company personnel are of utmost importance at a time when competitors are gaining grounds on the event of nil or late acknowledgement of issues. Replacement issues have been flooding the market and there is a need of streamlining the process like a few of the competitors. Maintaining a good relationship with the sub-stockist and hence the retailers is important for the business to flourish. Taking sales into micro interiors of the region should not be an issue if subsidies are provided to concerned individuals. Stiff competition does not grant any space for shortcomings and visibility to the end consumer at the closest point of contact, which usually is the retailer, is one issue that needs to be taken care of. Shrewd use of media can be of help in aiding the sales. Man power issues do need to be addressed. The issue of high attrition amongst the TSPs needs a look in too. Since it is a low paying job, good incentives to ward off the want for better pastures should be available.