Ajay was appointed as the marketing head of 'Alfa Enterprise' manufacturer of toothpaste and toothbrushes.
Ajay was appointed as the marketing head of 'Alfa Enterprise' manufacturer of toothpaste and toothbrushes. His target sale was 2,000 units a month. Apart from thinking about various channels of distribution to achieve the target he himself started visiting schools in backward areas. He found that even after taking various steps and counselling, some school children had not started brushing their teeth. He investigated and found that they could not afford to buy toothbrush and toothpaste. So, with due permission he started donating 200 toothbrushes and toothpastes every month to the school.
(i) Identify the channel of distribution 'Ajay' would adopt for distribution of toothpaste and toothbrushes and justify it by giving one reason.
(ii) State any two values which Ajay wants to communicate to the society.
1 Answers
(i) Ajay would adopt direct channel for distribution of toothpaste and toothbrushes.
Reason to justify: Its an economic channel as Ajay is eliminating the middlemen, and he can use it as a competitive weapon to have an edge over the competitors, in going different from others.
(ii) Values which Ajay wants to communicate to the society are:
(a) Health awareness in backward areas.
(b) Charity and donations to the needy.
(c) Social service/Reduction in cost.