This paper is about understanding through deep market analysis what are the issues and opportunities in distribution. It highlights the detailed hypotheses driven ‘diagnostic’ framework to perform this analysis and shows the selling force role in successfully managing distribution excellence...

This paper highlights the way in which a distribution system can be made operational in FMCG, starting from the interaction between three components of the system: selling, delivery and trade marketing. On this basis, I have categorized the improvement opportunities of each component, using the...