SALES AMNAGEMENT

Managing retailers and wholesalers

Retailing means selling directly to the final consumer, which is mostly how the Dettol hand sanitiser is sold.

There are different types of retailers, namely-specialty store, discount store, superstore, off price retailer, department store, convenience store,catalogue showrooms and supermarket. Dettol hand sanitiser uses all of them other than catlogue showrooms, specialty stores superstores. A consumer's retailing experience is affected by 

• target market
• product assortment
• procurement
• prices
• services
• store atmosphere
• store activities
• communications
• LOCATION

It has four levels of servicing i.e. self service, self selection, limited service and full service. The retailers provide the consumer or the customer with the self service when it comes to the given product. The self service means that the consumer chooses the product himself  unlike in the full service where the salespersons assists with high staffing costs or limited service where customers carry return and credit policies or self selection where the customer chooses the product but with some assistance from the salesperson.

In non store retailing only vending machines are applicable for sanitisers. Others like tv or online or door to door selling are not suitable to sell this product.

The wholesalers perform various functions like selling and promotion, warehousing, transportation, financing, risk bearing, market information, buying and assortment building, and bulk breaking.There are eight types of wholesalers

• merchant wholesalers
• brokers & agents
• brokers
• agents
• full service wholesalers
• limited service wholesalers
• manufacturers and retailers offices
• misc wholesalers

But a product like our is sold by wholesalers if and only if it is sold to channel partners like hotels and hospitals. Dettol hand sanitiser is an utmost important in fact indispensable commodity in such places and they need it in huge consignments therefore buying it from the retailer is not beneficial for these partners.

Both retailers and wholesalers have to make decisions on the best way to store and move g&s to the market and this is called LOGISTICS. The new trends used by the marketers for the product are- frequent deliveries; shorter order cycle times; direct store delivery; tighter promised delivery times; and customized packaging, price tagging and display building.