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    Case Analysis Wipro Consumer Care Group 6

    Uploaded by

    Manish Kumar
    This document analyzes alternatives for improving Wipro Consumer Care's merchandising and promotions. There are three options: using distributors, hiring an agency to provide merchandising staff (manpower model), or hiring an agency to handle the entire merchandising process (end-to-end model). The end-to-end model is recommended as it gives the agency ownership over results, allows for perfect inventory and sales data collection, handles merchandising materials separately to prevent mismatches, and the agency Margin Dize is considered the most cost effective provider.

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    Case Analysis Wipro Consumer Care Group 6

    Uploaded by

    Manish Kumar
    957 views4 pages
    This document analyzes alternatives for improving Wipro Consumer Care's merchandising and promotions. There are three options: using distributors, hiring an agency to provide merchandising staff (manpower model), or hiring an agency to handle the entire merchandising process (end-to-end model). The end-to-end model is recommended as it gives the agency ownership over results, allows for perfect inventory and sales data collection, handles merchandising materials separately to prevent mismatches, and the agency Margin Dize is considered the most cost effective provider.

    Original Description:

    Case ANalysis on Wipro Consumer Care - Channel Marketing

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    This document analyzes alternatives for improving Wipro Consumer Care's merchandising and promotions. There are three options: using distributors, hiring an agency to provide merchandising staff (manpower model), or hiring an agency to handle the entire merchandising process (end-to-end model). The end-to-end model is recommended as it gives the agency ownership over results, allows for perfect inventory and sales data collection, handles merchandising materials separately to prevent mismatches, and the agency Margin Dize is considered the most cost effective provider.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    957 views4 pages

    Case Analysis Wipro Consumer Care Group 6

    Uploaded by

    Manish Kumar
    This document analyzes alternatives for improving Wipro Consumer Care's merchandising and promotions. There are three options: using distributors, hiring an agency to provide merchandising staff (manpower model), or hiring an agency to handle the entire merchandising process (end-to-end model). The end-to-end model is recommended as it gives the agency ownership over results, allows for perfect inventory and sales data collection, handles merchandising materials separately to prevent mismatches, and the agency Margin Dize is considered the most cost effective provider.

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    You are on page 1of 4

    For Office Use:

    Grade

    Marketing Channel Management


    Case Analysis
    on
    WIPRO CONSUMER CARE: MERCHANDISING FOR
    SUCCESS
    Submitted by:

    Group No.: 6
    Manish Kumar

    (131326)

    Prateek Sabharwal

    (131339)

    Saumya Ranjan Biswal (131346)

    MBA FT (2013-2015)

    Institute of Management, Nirma University


    Date of Submission: 17th March 2015

    Executive Summary
    Wipro consumer care is facing major challenges of merchandising and promotional issues. Its
    newly recruited management officer is confused about the best alternative. There are three
    alternatives available to him and they are Distributor model, Manpower model, and End-toend merchandising model. He has picked some management trainees to assist him in the
    decision making process. But at the end of the day he has to choose the best alternative by
    evaluating the proposals on the basis of four key parameters.

    Problem statementGupta has to choose the best alternative model, which will increase the brand visibility and
    ultimately the sales.

    Evaluation Of AlternativesDistributor ModelPros- The investment for this is very minimal. The recruitment can be done by the distributor.
    Even the investment can be further minimised if the distributor is going to make a good
    amount of business by sharing the expenses.
    Cons- Distributors will not take the initiatives as they are not going to get direct benefits. The
    indirect benefits are not so significant to the distributors. As sales is the primary function of
    the distributors they will not emphasize on the promotional activities. Territory allocation of
    the sales team will be a cumbersome job.

    Manpower Model-

    Pros- The hiring process will be easier as filtration is done by the third party. As the team of
    team leader and merchandiser are in the payroll of the agency the process will be easier.
    Quick replacement of merchandiser if there is any complaints from the company.
    Cons- The expenditure will be very high. The agency may not take the ownership as its role
    is limited to staffing. Territory division and other cumbersome operational works are on the
    sales team so it may become faulty.
    End- to-End Merchandising ModelPros- The whole project will be assigned to the third party. Sales team will have fewer
    burdens. As the whole project will be given to the agency a sense of ownership will be there.
    Agency will be accountable for the results. A perfect MIS data can be maintained. The agency
    will take care of POP material from another warehouse, so no mismatch.
    Cons- The expenditure will be high. Different warehouses are required.

    DecisionThe third alternative that is End-to-end Merchandising model is the most proffered
    alternative.
    Reason-

    Though it is costly but efficient one.


    As the whole project will be given to the agency a sense of ownership will be there
    Agency will be accountable for the results
    A perfect MIS data can be maintained.
    The agency will take care of POP material from another warehouse, so no mismatch.
    Mobile app based real time reporting to provide robust daily auditing.

    Among the service provider the Margin Dize should get the project as it is cost

    effective.
    The call efficiency is high
    As it is comparatively new a great sense of ownership will be there as stakes are

    associated with the projects.


    The taxation is also lesser as compared to Visualeverage

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