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Castrol India Limited: An Innovative Distribution Channel
內容大綱
In January 2006, the general manager of sales at Castrol India Limited was concerned. Sales of Castrol motorcycle oil for four-stroke engines was far less than it should be, especially when considering the five million motorcycles being added to Indian roads each year. Most motorcycle oil changes took place in franchised workshops during the warranty period and in non-franchised workshops after the warranty period. The general manager wanted to increase the sales of Castrol oil in the spare parts shops and non-franchised workshops that serviced India's growing after-market. Castrol India's existing distributors were reluctant to sell to those segments, which they viewed as low-volume, high-cost, and risky distribution channels. The general manager needed a distribution strategy that would appeal to the existing distributors and boost Castrol Oil India's sales without increasing costs to the company.