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LDFL India Limited: Adapting a Multi-Channel Distribution System for Omnichannel Consumers
內容大綱
The director of sales for the detergents arm of LDFL India Limited (LDFL) had to develop a 2019 sales strategy with the objective of reducing the inter-channel conflict that had resulted in the general trade (GT) channel's destocking of LDFL products and a loss of market share in 2018. The cash and carry format was the biggest challenge for the GT business, as it provided a cheaper, on-demand supply source alternative to the GT retailers that dominated the total detergent sales in the industry. The sales strategy options were to demarcate specific channels for sales of specific stock-keeping units; focus on stricter price control across channels, which could ensure a level playing field for GT; customize market offerings for targeted customer segments; or make changes pertaining to organizational structure and performance metrics. Every option had benefits, pitfalls, and implementation challenges.