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