FACILITATING EXCELLENCE

Distribution networks…the Jugaad way The basics of management state that no matter how good /gold standard the quality of the product, its relevance to the marketplace (consumers), the communication strategy, the pricing, the biggest stumbling block at times turns out to be the distribution network. At the risk of placing the various factors determining the success of a brand in the marketplace, ‘distribution’ should be the first among the equals. The textbooks propagate lucidly various distribution models and most of them have tasted success in the marketplace. These models are conventional in nature and approach wherein and whereby they lay out a mechanism (road map) for the brand to reach from the plant to the consumer often denominated by people / institutions. They are clearly identifiable, have specific responsibilities and spheres of influence and often perform their chores along the dotted lines. Challenges arise when conventional road maps for distribution plann