Introduction 4
Mobile phone industry in India 4
Nokia in India 5
Nokia distribution structure in India 6
Role of Channel Partners 8
Margins at each level 10
Distributors Coverage Plan 11
Infrastructure required by distributor 11
Support provided by the company to the distributor 13
Credit/ Payment terms 14
Major Problems Faced by the distributors 14
Major Points of conflict 15
Major Problems/ Issues identified 16
Recommendations 17
Refrences 18
People Contacted 19
Terms and Abbreviations used
Nokia - Nokia India Pvt. Ltd.
RDSS – Redistribution Stockist Supplier
HCLI – HCL Infosystems
Dealers – Mobile phone retailers rajesh Introduction
Integral part of 4P’s f marketing mix is ‘place’. Having a great product is useless till its made available to potential customers at right places and at right time. Considering a country like India with not only a large but also economically, climatically and socially diverse landscape to be covered amplifies the problem manifolds. A distribution network for products rises above importance levels to become bare necessity for the existence of any company. The success of the channel design depends upon the reach and efficiency of the network any organization develops and maintains and ease with which any potential customer is able to find the product. Efficiency of the distribution cost and type of channel partners form and integral part of this.
Mobile phone industry in India
The mobile phones industry made a slow start in India in 1995. Several private players who had entered the industry in 1995 exited in the next few years due to the unfriendly telecom policies of the Indian government, high licensing fees and absence of a proper telecom regulatory body. The growth in the subscriber base of mobile phones remained sluggish initially, reaching the 1 million milestone in
