BRAND MIX RETAILING AND DETAILING

BY JAGDEEP KAPOOR

In marketing and in the process of building brands, there are two components, which are necessary .One is to create demand and the other is to cater to demand.

Creation of demand can be done through either advertising or detailing the benefits of the brand and many other ways.
Similarly catering to demand can be done through selling either through direct sales or indirect sales with the help of distribution and retailers and also many other ways.

If you look closely, you would find that a right balance of Creation Demand, which would be done through DETAILING and a balance with catering to demand, which could be done through RETAILING, is something I would recommend strongly to every marketer as an effective balanced approach to increase sales of the brand There could be many more ways of increasing sales, and many more effective methods. However, my combination of RETAILING and DETAILING could be one of the most cost effective ways to make your brand move up to greater height in terms of sales revenue.

Let us analyse my recommendation of RETAILING and DETAILING industry wise.

In the case of pharmaceutical industry almost 90 percent of the time is spent on DETAILING to doctors. This is the method of generating demands through prescriptions. However, at least 10% should be spent on RETAILING, so that the effort is spent on DETAILING and generating demand does not go waste and there is a stock out situation and nor is there a loss of sales.

On the other hand in the FMCG industry there is an emphasis by the sales person on RETAILING to the extent of 90 percent. Here too there must be in stop promotion as mass Consumer Contact (MCC). Here the sales person does Detailing about the goodness and benefit of the brand. At least 10 percent of the time should be spent by the FMCG sales person on DETAILING.

Thus we see that a balance between RETAILING AND DETAILING helps achieve sales results. It also helps the sales person to be in touch with customers and trade.

Infact in other industries there is a clear balance between RETAILING AND DETAILING also. In Industrial products there may be an almost equal proportion spent on consumables though in heavy machinery it may be more DETAILING and less RETAILING.

In the case of consumer durables the RETAILING AND DETAILING balance may be almost equal in proportion. In service there may be more emphasis on DETAILING, but a small Proportion of RETAILING is definitely needed.

Thus I would recommend that in order to increase sales there must be a proportionate and balanced focus on both RETAILING AND RETAILING which would help the companies to increase its sales and market share.

Happy RETAILING. Happy DETAILING.

The author is Brand Guru Jagdeep Kapoor, Managing Director of the successful Samsika Marketing Consultancy Pvt. Ltd. Tel: 022 28597700/7701 Fax: 28597699 E-mail: jkapoor@samsika.com

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