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Need help and any info on Physical Stores Marketing and Distribution

Hi Kinship,

We are  discussing (  and hopefully close) a  licensing agreement with a fairly popular Foreign Brand. (i.e Acquire rights to use a  brands logo, artwork , trademarks  etc on a category of merchandise  that we manufacture and then sell through whichever channels we can ) 

The agreement involves paying a certain Minimum Guarantee   (MG) – few lakhs to the Licensor and other standard terms like  to what extent can we use the logo , trademarks etc  . 

Now we are primarily etailers with know-how of how we can push and promote the merchandise online through our own portal theskinmantra.com as well as various marketplaces , however we certainly feel to leverage the license ( and to  cover the MG ) we will have to make the merchandise available in Physical Stores ( large format as well as high end single stores)

We have limited exposure to the workings of how Traditional Marketing and Distribution Works for retail stores .  So  My question is basically this :

1) As a manufacturer , how and whom do we approach  If we want my product to be reach all Gifts and Stationary shops in  Maharashtra (for instance ) .

Is there a directory of Distributors?  Is there an agency which can help us get  handshake in the market  ? Is it through  Reference and Contacts ? 

2) Any thumb-rules to be followed when deciding distribution model  eg  max Invetory rolling  or max credit.  Inventory Roll back terms etc? I realize that these terms  can bevery subjective and hence asking standard terms which can be used as reference points.

Keenly await for some Insights  by fellow Rodinhooders.

Cheers.

Akash

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  1. Hi Akash,

    To know the workings of how Traditional Marketing and Distribution Works for retail stores you have to go Local, visit the retail stores and talk to them where they resource from or who are their suppliers, the local Wholesaler, and also the Local Agency which supplies a particular Brand or product too (There might be many Agencies that you might visit or connect with) since these are geographically limited in functioning, not like Global as per the Online versions which can work pretty much  in any location for customers and orders likewise. For a different area or City or State for that matter it would be a separate Agency looking into the Distribution, so a lot of legwork in that direction would be required from your end has to be built up slowly and steadily too.

    Channels of Distribution

    Some Reports here :

    Indian retail market: Changing with the changing times

    Distribution challenges and workable solutions

    India- The Base of Pyramid distribution Challenge-IFMR

    The Great Indian Bazaar – McKinsey & Company

    As far as Directories go there are a lot of them online (With your required Keyword search or as per available categories per listings respectively) as well as Hard bound too, you can refer to any of them as per your interest and scan through them to connect Old school style either by Phone or again by email and any of the various available TECH enabled ways.

    https://www.indiayellowpages.com/
    https://www.indiayellowpagesonline.com/a-z/o.htm
    https://yellowpages.webindia123.com/
    https://www.indiaonlinepages.com/mumbai/index.html

    STATIONERY DEALERS – Manufacturer, Supplier, Exporter

    Office Supplies in Mumbai

    DEALERS AND DISTRIBUTORS – Maharashtra

    Mumbai, Computers, Laptop Accessory Dealers

    Miscellaneous Office & School Stationery Items
    Business DirectoryBooks, Notebooks & Stationery, Office & School Stationery Products

    Click on the relevant category to find suppliers of your choice.

    Stationery Suppliers in Maharashtra,Stationery Dealers and Shops in Maharashtra, India

    Office Stationery in Maharashtra

    Stationery Product Suppliers

    Stationery Suppliers – India Maharashtra, India

    JD – Laptop Accessory Dealers

    Hope this get things fired up for you 🙂 Good Luck!!

    PS: Thanks for the awesome TRHS Laptop Skin (One of the Proud Winners)

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