Study on distribution effectiveness; Philips India Limited

Abstract

The project is an audit of the effectiveness of the distribution system of Philips DAP in Delhi and Haryana state. Four markets in Delhi viz., Karol Bagh, Lajpat Nagar, Shakar Pur, and Tilak Nagar and selected markets in Faridabad and Rohtak in Haryana have been covered in the survey. In Delhi, the retailers have reacted positively to the kind of promotional activities being carried out and the quality and level of services being provided by the distributors. The only exceptions being a few outlets in Lajpat Nagar market, Regular market visits have built confidence and commitment among retailers. The same is true of Rohtak while the lead time for after sales service in Faridabad is often two weeks. Smaller light outlets were carrying appliances that cater to the tower end of the market and were not wilting to carry Philips products as these were priced much higher than the unbranded products. These outlets should not be considered as potential outlets for Philips products.