Sales Channel Strategies of FMCG: A Comprehensive Analysis in Rural Maharashtra

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Sales Channel Strategies of FMCG: A Comprehensive Analysis in Rural Maharashtra

Rahul Kumar Sahu1, Vivek Sarma2

1Rahul Kumar Sahu & NMIMS Mumbai

2 Vivek Sarma & NMIMS Mumbai

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Abstract - The document focuses on Colgate-Palmolive's sales strategy, specifically in rural Maharashtra, as part of a Sales and Channel Management project. It examines the brand's market position, competitive landscape, and sales initiatives. Colgate-Palmolive maintains a dominant role in oral care and focuses on tailored approaches to different markets, such as affordability strategies for rural areas and digital engagement for urban consumers. The analysis includes a competitor review, highlighting how the company positions itself against Hindustan Unilever, Procter & Gamble, Dabur, and Patanjali. Key objectives are outlined, focusing on both quantitative goals, such as expanding market share and distribution, and qualitative objectives like building brand loyalty and launching new products. Sales initiatives include eco-friendly packaging, community outreach, customer loyalty programs, and the use of digital platforms to engage consumers. Additionally, the document suggests trade initiatives and retailer network improvements, recommending digital tools and gamified approaches to enhance performance. The integration of a Channel Information System (CIS) and various models of retail distribution, including the role of C&F agents, distributors, and general trade, are also discussed. The report concludes with insights on expanding Colgate's market reach and optimizing its distribution strategy.

Key Words: Sales Strategy, Rural Marketing, Brand Loyalty, Digital Engagement

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