Dealer Survey for a Ceramics Tile Manufacturer

Building Materials Consulting

Client Challenge

The company was looking to strengthen its distribution network to face increased domestic competition and the threat of imports. It wanted to conduct a small pilot study of its dealers and sub-dealers with a view to determining the following:

  • Perception of the company/ brand vis-a-vis competition, by dealers/ sub-dealers
  • Study aspects of the company’s policies and processes that impact dealers, and compare that with those of competitors
  • Dealer’s perspective on importance of the brand name in influencing consumer’s buying

Our Approach

To conduct a dealer survey for the company, UC Strategy adopted the following approach:

  • Developed a discussion guide for interviews with dealers
  • Selected dealers to interview based on parameters such as size, competitor brands stocked, location etc.
  • Conducted primary research by interviewing dealers and benchmarking the company vis-à-vis competitors with regards to the following aspects –
    • Appointment terms
    • Pricing policy (Price lists, schedule of discount, margins etc.)
    • Payment terms (credit, credit notes etc.)
    • Incentive schemes
    • Monetary (quantity discounts, coupons, vouchers etc.)
    • Goods (free gifts, 2 for 1 offers etc.)
    • Promotional support (POP material)
    • Cooperative advertising support
    • Advertising support
    • Samples
    • Dealer policies
    • Dealer Relations (meets etc.)
    • Addressal of grievances etc.
    • Administrative procedures and controls
    • Territorial rights (geographical exclusivity etc.)
    • Order processing
    • Information technology support
    • Training etc.
  • Developed recommendations based on the research findings

Our Impact

UC Strategy delivered a detailed report to the client with respect to the perception of the company/ brand vis-a-vis competition, by dealers/ sub-dealers, aspects of the company’s policies and processes that impact dealers and the importance of the brand name for consumers buying behavior.


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