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