Ajay was appointed a marketing head of 'Alfa Enterprise' manufacturers of toothpaste and toothbrushes. His target sale was 2000 units a month. Apart from thinking about various channels of distribution to achieve the target he himself started visiting schools in backward areas. He found that even after taking various steps and counselling, some school children had not started brushing their teeth. He investigated and found that they could not afford to buy toothbrush and toothpaste. So with due permission he started donating 200 toothbrushes and toothpastes every month to the school.
(i) Identify the channel of distribution 'Ajay' would adopt for distribution of toothpaste and toothbrushes and justify it by giving one reason.
(ii) State any two values which Ajay wants to communicate to the society.
(i) The various distribution channels available to Ajay are:
Direct Method/ Zero level, One Level channel, Two level channel, Three level channel, Multiple level channel etc.
For distributing the product to the retail customers, he can make use of indirect channels of distribution like two, three or multiple level channels, as the product is a consumer product and not perishable.
(ii) Values, Ajay want to communicate to the society are:
a) Social Responsibility of a business enterprise
b) Charity
c) Concern for the underprivileged.
d) Hygiene
e) Sensitivity towards health etc.
