De Matrix - For effective Dealer Management
A model to segment dealers and for channel development .
In India today, there is a great diversity in the nature of dealers. Without a clear strategy dealers could develop a very short term view of their relationship with the company and adopt 'street smart tactics' to gain maximum profits in the shortest possible time.
With DE MATRIX Dealers are segmented so that specific need identification can be done. Dealer development strategies are formulated to fulfill dealer needs in a comprehensive and focused manner.
The two axes are : Selling
Potential (SP) - X Axis
Brand Commitment (BC) - Y Axis
The value of these indices is built through a structured investigation of several observable variables.
The Indices & variables include :
For Selling Potential
: Location / Size / Ambience / Salesmanship / Goodwill
For Brand Commitment (BC) : Brands Stocked / Display / Sequence of recommendation
/ Strength of pushing / Effectiveness of Pushing
Dealer Development Strategies
For Loyals : Be a partner in his business
For Laggard : Wield the stick
For Angels : Let him be
partner in your business
For Demons :Dangle the carrot
DE MATRIX : For Enhanced
TRADE PUSH & increased market share
