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Market Penetration
Channel of Distribution
Market
Penetration

Activations Additions Upgrade
1. Dead
2. Dormant
1. New
2. Alternate
1. Length
2. Width
3. Height
3A

Why
some
counters
are
dormant?
1. They want to fully utilise the credit cycle
of competitors.
2. Customers ask for product rather than
brand.
3. They carry non moving stocks of a
particular product or brand
4. Supplies does not reach the counter on
due dates of the counter.
5. SKU Velocity is poor in the counter due
to lack of marketing activity.

Alternate
Trade
Channel
1. Pan Kiosk
2. Temples
3. Priests
4. Dairy
5. Bakery
6. Hospital Pharma shops
7. Fast Food Street Vendors
8. Vegetable Vendors
9. Milkman
10. Newspaper vendors

1
A
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2
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3
B
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r
How do you add width of sale on a retail counter?

Distributor
reaches
this circle
Who will service this market?
Market Mapping

Distributor
reaches
this circle
Choice of Distributors

Telecalling Script
<Greeting>
Wait for response.
I am <Your name> from <Your co name>. Am I talking to <Clients name>?
Wait for response.
Is this the right time to talk to you?
Wait for response.
What order can take from you for this week?
Wait for response…..

Field Sales Officers should
- NTC Sales
- 3A Sales
Telecallers should
- ETC Sales

Market Penetration
Market Expansion
Telecallers should do ETC

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