The Indian cement industry is world’s 2nd largest after China and it contributes significantly to India’s GDP. Most sales in cement industry happen via 2 channels i.e. Trade (Dealer-Retailer) and Non-Trade (Direct buyers)
From the outside, the Trade channel may look like a typical FMCG set up with field sales team visiting retailers to capture their order daily however there are 2 stark differences that should be noted:
The UPI Payment gateway, after gaining a strong online user base had set its sights on exponentially increasing the transactions via acquiring or on-boarding offline Retailers. These retailers would include Kirana stores, Restaurants, Medical clinics, Chemists, Hawkers etc. The UPI Payment gateway wanted to install / deploy the QR Codes at the Retailers, so as the customers can have a convenient method of payment. To initiate this Retailer acquisition, the UPI Gateway wanted to start with a Pilot in a couple of regions in West & North. For the Pilot, the UPI Gateway wanted to on-board 2 separate agencies to provide them with the Feet on Street (FOS) manpower for West & North region.
With the commencement of Digital India campaign in 2015, if there is one industry that has taken center stage in India, it is e-commerce. Online marketplaces are changing the way India shops. E-commerce in our country is a multibillion-dollar industry, Flipkart is one of the frontrunners in this business.
Initial strategy of Flipkart was to tap the customers from the metro cities, very soon they realized that need to penetrate the larger market space i.e. tier-II and tier-III cities/towns in India or market stagnation will happen very soon.
Mars Pet Care division wanted to assess the satisfaction level of Distributors Pan India with the business at large and day-to-day operational processes & policies.The key study parameters included:
Acer India, one of India’s leading Computer & Laptop brands, tied up with Channelplay to enable PoSM (Tent cards, Posters, Buyers guides, Highlighters etc.) deployment at all Acer retail outlets across India. The objective of this activity was to ensure uniform in-shop branding and increase visibility share in the market across different store type (Exclusive, MBO, LFR, Display partners etc).
