Presented To:

Mr. Sheraz Aslam

Presented By:
Sajjad Raza
AD-515146
 ACKNOWLEDGEMENT

Thanks
Mr. Sheraz Aslam
DEVELOPING AND
IMPLEMENTING
DISTRIBUTION
STRATEGY
 OUTLINE

Abstract
Literature reviews
Introduction
Practical study
Introduction of Cellular telecom industry
Data collection
Data analysis
Conclusion
Recommendations
References
Annexure
 Abstract
Innovation is a fundamental virtue of marketing.
This study is an attempt to understand and explain the
distribution channel structures and relation with distribution
channels and sale level and margin level of retailers in
cellular telecom industry in Pakistan.
Usual disclaimers associated with qualitative research
methodology (Gummesson 1988) apply in this case
concerning the generalisability and validity of the findings.
Key words:
 Marketing Strategy
 Distribution channels
 Relation with distribution channels
 Literature Reviews
Distribution (place)
The process of getting the goods from the manufacturer or supplier to the
user.

Distribution strategy
Management’s plan for moving products to intermediaries and final
customers.

Distribution channel
Path or 'pipeline' through which goods and services flow in one direction
(from vendor to the consumer), and the payments generated by them flow
in the opposite direction (from consumer to the vendor).

Dictionary of Business Terms

Introduction
Distribution
Distribution Channel
Channel Functions
Functions

Negotiation
Negotiation Information
Information

Financing
Financing Promotion
Promotion

Physical
Physical
Distribution
Distribution Contact
Contact

Risk
Risk Taking
Taking Matching
Matching
Physical Distribution
 Transportation
Transportation Modes
Modes
Truck
Truck
Flexible
Flexiblein
inrouting
routing&&time
timeschedules,
schedules,efficient
efficient
for
forshort-hauls
short-haulsofofhigh
highvalue
valuegoods
goods
•• Rail
Rail
•• Nation’s
Nation’s largest
largest carrier,
carrier, cost-effective
cost-effective
•• for
for shipping
shipping bulk
bulk products,
products, piggyback
piggyback
Water
Water
Low
Lowcost
costfor
forshipping
shippingbulky,
bulky,low-value
low-value
goods,
goods,slowest
slowestform
form
Pipeline
Pipeline
Ship
Shippetroleum,
petroleum,natural
naturalgas,
gas,and
andchemicals
chemicals
from
fromsources
sourcestotomarkets
markets

Air
Air
High
Highcost,
cost,ideal
idealwhen
whenspeed
speedisisneeded
neededor
orto
to
ship
shiphigh-value,
high-value,low-bulk
low-bulkitems
items
Practical Study

Cellular Telecom Industry

 Brief Introduction
 Cellular companies that are working in Pakistan
 Mobilink
1994 (10000 cities, towns, and villages) Mobilink has 29.55 million
customers by July 2009.
 Ufone
2336 cities of Pakistan, GT Road, Super Highway & Motorway
 Warid
is an Abu Dhabi based mobile telecommunication firm providing
telephony services in Bangladesh, Congo, Pakistan and Uganda.
 Telenor
2004 www.telenor.com.pk
 Zong
is the first International brand of China Mobile being launched in
Pakistan
 95 million mobile connections in Pakistan
 Products of cellular
Telecom Industry
• Mobile connections
 Prepaid connections
 Postpaid connections
• Easy load or Top up
• Prepaid Cards
• MNP
• PCO
• WiMax Mobilink infinity
• Utility Bill payment service by Telenor
and Zong
• Value added services provides all companies
Distribution Channel of Cellular
Telecom Industry

COMPANY

MAIN OFFICES

FRANCHISES

RETAILERS

End Users
 Data collection
Questionnaire on distribution channels
• Name: ___________ Gender male/female Age : ___________
No of years company establish: __________ Company:___________
Manager’s level: ___________
Industry:____________
Note: Please tick one
• Q.1 What is competition level in your industry?
• Q.2 What is sale level of your company?
• Q.3 What is profit level of per unit (unit margin) ?
• Q.4 Seasonality level? (Are your product seasonal)
• Q.5 Number of retailers?
• Q.6 Retailers sale level?
• Q.7 company (manufacture) retailer relationship level?
We gave four choices to all respondents that are
High, Medium, Low, or No
 Data Collection

Sr# NAME GENDER AGE YEAR MANAGER LEVEL INDUSTRY COMPANY Q1 Q2 Q3 Q4 Q5 Q6 Q7

1 TEHSEEN BUTT MALE 36 2 FINANCE MANAGER TELECOM ZONG 4 4 2 3 4 3 2

2 NAVEED MALE 28 2 SALES MANAGER TELECOM ZONG 4 3 2 3 3 2 3
3 FAISAL TAJ MALE 25 2 W.I.C MANAGER TELECOM ZONG 4 3 3 4 4 3 4
4 USMAN ALI MALE 26 8 FRANCHISE MANAGER TELECOM UFONE 4 3 3 1 4 4 4
5 KASHIF RAZA MALE 29 8 ZONAL SALES MANAGER TELECOM U FONE 4 4 3 1 4 3 3
6 RAFI SULTAN MALE 32 15 IN HOUSE MANAGER TELECOM MOBILINK 4 4 3 1 4 3 3
7 ZAHID IQBAL MALE 23 15 FINANCE MANAGER TELECOM MOBILINK 3 4 2 1 4 4 3
8 IRFAN MALE 27 15 SALES CONTROL MANAGER TELECOM MOBILINK 4 4 4 3 4 4 4

9 SARFRAZ MALE 38 6 FRANCHISE MANAGER TELECOM TELENOR 4 4 2 1 4 4 4

10 SHAHZAD MALE 30 4 FRANCHISE MANAGER TELECOM WARID 4 3 3 1 3 4 4
 Data Analysis

FREQUENCY TABLE 10

Q1 Q2 Q3 Q4 Q5 Q6 Q7 8
H IG H
6 M E D IU M
HIGH 9 6 1 1 8 5 5
4 LOW
MEDIUM 1 4 5 3 2 4 4 NO
2
LOW 0 0 4 0 0 1 1
0
NO 0 0 0 6 0 0 0 Q1 Q2 Q3 Q4 Q5 Q6 Q7

PERCENTAGE TABLE 100

Q1 Q2 Q3 Q4 Q5 Q6 Q7 80
H IG H
HIGH 90 60 10 10 80 50 50 60 M E D IU M

MEDIUM 10 40 50 30 20 40 40 40 LOW
NO
LOW 0 0 40 0 0 10 10 20

NO 0 0 0 60 0 0 0 0
Q1 Q2 Q3 Q4 Q5 Q6 Q7
 Data Analysis
After analyzing the data researcher concludes as under:
• Responses of Q # 1 indicates that 90 % of the respondent says that competition level in
cellular telecom industry is high and only 10 % respondent says middle level of competition
• Responses of Q # 2 indicates that 60 % of the respondent says that sale level in cellular
telecom industry is high and only 40 % respondent says middle level of sale
• Responses of Q # 3 indicates that 10 % of the respondent says that profit level per unit in
cellular telecom industry is high and 50 % respondent says middle level of profit per unit
and 40% says low profit
• Responses of Q # 4 indicates that 10 % of the respondent says that seasonality level in
cellular telecom industry is high and 30 % respondent says middle level of seasonality and
60% says no seasonality level
• Responses of Q # 5 indicates that 80 % of the respondent says that retailers in cellular
telecom industry is high and only 20 % respondent says middle level of retailers
• Responses of Q # 6 that 50 % of the respondent says that retailers sale level in cellular
telecom industry is high and 40 % respondent says middle level of sale and 10% says low
sale level
• Responses of Q # 7 indicates that 50 % of the respondent says that company-retailers
relation level in cellular telecom industry is high and 40 % respondent says middle level of
company-retailers relation and 10% says low relation level
Conclusion
• Competition level is very high in telecom
industry
• Sale level of companies is high of Mobilink and
other companies Telenor, Ufone, Warid is
medium and Zong sale level is low
• Profit level is medium the cellular companies
gave to retailers
• There is no seasonality level in this industry but
it effects on happy occasions and holidays
• Mobilink Telenor retailers are high and Warid
Ufone Zong retailers are medium
• Mostly retailers sale level is high and some
retailer sale level is medium
• Companies relationship is high and some
companies relation is medium
Recommendations
• The relation with retailer
must be high
• If the relation is good
retailer gave good sale
level to companies
• Increase the profit level
of the retailer
References
• Mobilink, Warid, Ufone, Telenor, Zong
managers
• Marketing Text book principles of
marketing
• A grounded exploration of sales and
distribution channels structures in
thirteen industries in India leading to a
classification scheme Dr parthap oburai
• Websites
• www.wikipedia.com
• www.scrbd.com
Annexure
• Article A grounded exploration of sales
and distribution channels structures in
thirteen industries in India leading to a
classification scheme Dr parthap oburai
• 10 solved questionnaires
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