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Aditya Malhotra 09P125
Ashish Kr dabas 09P131
Durjoy Datta 09P136
Eeshaan Sharma 09P137
Priyak Purkayastha 09P156
mASE SUMMARY

h Kelsey mompany started as family owned business

h Manufactured materials for repairing tires and tubes

h Acquired by a large, diversified chemical company

h Stagnant Sales

h Held 15% market share

h Added new product line having some 280 items

h Marketed the complete line of products

?HE EXIS?ING mHANNEL
Manufacturer Export
(Kesley) market

Manufacturer·s
representatives
(agents)

Warehouse mhain Stores

Distributors

Oil companies
Wholesalers

Service
stations
SALES ²FAm?ORS RESPONSIBLE FOR RISE
AND FALL
RISE

FALL
‡?ires-continually being
improved
‡Highway system continually
being upgraded
 PROBLEMS WI?H mURREN?
mHANNEL

h Large number of intermediaries

h Lack of customer awareness about the product

h ?oo many product lines to handle

h Lack of communication due to long channel

h MRs moving from exclusivity to carrying other

brands
 REmOMMENDA?IONS

Manufacturer h mhannel Structure should be

modified(shortened)
@ ?he MRs should supply directly to the
wholesalers in selected areas. ?his has to
be done in a phased manner
@ ?his will increase the awareness about
Warehouse
dist the product as length of channel is
reduced
@ MRs should also visit service stations to
ensure the awareness.
@ ?he product range should be segmented
@ Duties of different MRs should be limited
wholesaler Wholesaler to their product range
@ Accordingly their margin should be
increased

Service Service
station station
REmOMMENDA?IONS
h Product sales have become stagnant
h Emphasis on product placement and promotion
@ Sponsor existing repair shops to publicize their
products-promotion boards etc.
@ ?his will establish/enhance visibility to customers

h Market Reps should be dedicated to a certain

product range and focus on the information
transfer of that range