CHANNEL STRATEGY AND

POSITIONING
GROUP - 10
 Regional Modern Trade
Channel 1 Warehouse Depot Customer
Stores
FORTUNE DISTRIBUTION CHANNEL

Channel 2

Manufacture Regional Depot Distributors Retailer Customer

Warehouse

Fortune has majorly two types of distribution channel and unlike Saffola, Fortune has similar distribution
channel for both Urban and Rural area.
 Customers
SAFFOLA DISTRIBUTION CHANNEL
Channel 1 Modern
Distributor
Trade Store

Channel 2
Wholesaler Retailer Customers
Factory Depot

Rural Sub-Stockist
Channel 3

Super-
Stockist Wholesaler Retailer Customers
 FORTUNE SAFFOLA
Core Elements
Payment Time(Credit Period) 7 days(distributor) 30-45 days(distributor)
Quantity Discounts No quantity discounts (Rs0.5/L in case of low sales) 1 % Discount on orders above 1500 units.

Reliability Of The Delivery Orders gets completed in 48 hours Orders gets completed in less than 48 hours

Capability Building Program

Monitoring System Manual Maintaining of Salesforce at each level Sales Force automation implemented to track
sales at each level by updating the sales in the app.

Responsiveness system Forum Next portal used for inventory management MI-Net aiding in providing information flow
between channel partners.
MIDAS , a transaction processing software for
distributors.
SAN and NAS are two data storage technology that
aid in reducing storage costs.

Training Training provided only to Sales Executives. Training provided to Retail Sales personnel and the
distributors of the urban and rural areas.

Commission
Manufacture-Retailer 10-15% commission Commission to urban retailer-10%
Commission to rural retailer-5%

Manufacturer-Distributor Commission to distributor-2% Commission to distributor-5%