This document discusses criteria for selecting marketing channels and intermediaries. It describes a study Mahindra conducted on selecting dealers for their tractors in rural markets. The study looked at factors like market coverage, dealers' activity levels, and reasons for inactivity. It also considered incorporating local heads who could influence sales. Key findings included ensuring intermediaries have necessary competence and managerial ability, even if the owner is not literate. The size of intermediaries should also be appropriately sized based on company requirements.
This document discusses criteria for selecting marketing channels and intermediaries. It describes a study Mahindra conducted on selecting dealers for their tractors in rural markets. The study looked at factors like market coverage, dealers' activity levels, and reasons for inactivity. It also considered incorporating local heads who could influence sales. Key findings included ensuring intermediaries have necessary competence and managerial ability, even if the owner is not literate. The size of intermediaries should also be appropriately sized based on company requirements.
This document discusses criteria for selecting marketing channels and intermediaries. It describes a study Mahindra conducted on selecting dealers for their tractors in rural markets. The study looked at factors like market coverage, dealers' activity levels, and reasons for inactivity. It also considered incorporating local heads who could influence sales. Key findings included ensuring intermediaries have necessary competence and managerial ability, even if the owner is not literate. The size of intermediaries should also be appropriately sized based on company requirements.
This document discusses criteria for selecting marketing channels and intermediaries. It describes a study Mahindra conducted on selecting dealers for their tractors in rural markets. The study looked at factors like market coverage, dealers' activity levels, and reasons for inactivity. It also considered incorporating local heads who could influence sales. Key findings included ensuring intermediaries have necessary competence and managerial ability, even if the owner is not literate. The size of intermediaries should also be appropriately sized based on company requirements.
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41 mins arnd starts:So the criteria for selecting the internet is: whether they need to go direct or
indirect. Even if it is a direct or indirect, which particular channel partners
they should select for deciding the marketing channel. It can be based on the degree of market coverage. What is the level up to which they are able to cover the market? Situations where the company has to give the geographical rights or the company has to give the product rights depends on what is the capability of individual intermediaries, they decide about those. Mahindra had done this study, just about a year or two back, for marketing their tractors. It has picked up very well in the rural market but they also had some of the issues related to dealers, where some of the dealers were hyperactive, some were not active. Some of the dealers had the potential to market the products. Lots of study was done to answer who are the people who can be appointed and what is the criteria they need to be associated with. There is a good research available with me. Anybody who has an inclination for that, I would definitely share that. There were also issues of the study that were related to inactive part of the dealers. Why they were inactive? What was the reason for that? Many of the issues, that were related to only the relationship which was not properly active from the company, that was also one of the reasons why the dealers were slightly inactive. There were also other people, Gram panchayats heads etc, they also had a very high influence in the market to have some of their own share by passing their products and they also wanted to be a part in some way or the other, they wanted to be a part of the marketing channel. So, that was also incorporated which are some of the key findings of the study. Managerial top people they are the people who have the resources but they may not have necessary competence so that also has to be ensured who are the people involved the person if the person owner is not very literate, but do they have the people appointed for taking those managerial decisions has to be also decided. Degree of aggression, enthusiasm, taking decisions etc is also a part of understanding the marketing inter The appropriate size of the market intermediaries, it need not be too small, it need not be too large. It has to be depend on the requirements of the company for those products. Accordingly, the size of a organization doubles. The size also could understate what are the resources being available with those intermediaries and that is how will be decided. 45:30