Knowing that it is neither viable nor feasible to
get all retailers to carry all your products, it is important that you get the right
retailers to carry the right products. That, in layman terms, is how to optimize
distribution and assortment.
The core priorities that govern sales management are as follows:
- Build efficient distribution network.
- Target channels and chains: Which are the right channels and chains
for your products?
- Optimize assortment: How many items in each channel? Which items in
which channel?
- Secure retailer support: How to get listed at a retail chain?
- Manage stocks in trade.
The remainder of this chapter details how the above imperatives can be more
effectively pursued through the application and practice of marketing analytics.
