Airtel Distribution Strategy

2120 WordsDec 28, 20129 Pages
Distribution Strategy Bharti Airtel This document is a study of the existing distribution strategy and distribution channel of the mobile recharge coupons followed by Bharti Airtel and proposes new product to be launched and its respective distribution structure Group - 10 Ankit Bhardwaj - 11PGDM071 Mohit Khera - 11PGDM082 Nitin Khanna - 11PGDM091 2012 Group 10 International Management Institute 12/16/2012 Table of Contents Sales & Distribution Strategies 3 Introduction 3 Second degree distribution network 3 Third degree distribution network 4 Reasons for having two degree and three degree networks 5 Areas covered for collecting information 5 Sales Force 5 Responsibilities of FOS 5 Urban Distributors 6…show more content…
Due to less demand for company’s products and lack of proper infrastructure in rural areas, Airtel has established a three level distribution network Areas covered for collecting information The project involved study of existing distribution network for Airtel in the Delhi/NCR region. The group chose different regions within Delhi to observe the functioning of all the intermediaries, and the relative importance of each. Regions of North Delhi, East Delhi and South Delhi were covered extensively through the visits to retailers in the prominent markets. Rohini and Pitampura were the areas selected to visit retailers in the North Delhi region. For East Delhi, the markets of Laxmi Nagar area were visited and the areas of Katwaria Sarai, Saket and Hauz Khas were chosen to collect information. Sales Force These are the manpower of distributors. They are referred to as Field Officer Sales (FOS). They sell SIM, RCVs, and Easy Balance etc. on behalf of the distributor to all retailers assigned to his beat. Responsibilities of FOS • All secondary sales assigned under his beat • Collection of PEFs, payments against billing by retailer • Promotion material distribution as instructed by TM. • Communication regarding schemes, incentives, new offers from thecompany to the retailers • Resolving retailer complaints using the FOS helpline • Escalation of unresolved complaints and claims to the distributor and TM Urban Distributors Known as UD, they distribute products,

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