GIVING A BRAND NAME TO A PRODUCT IS EASY BUT ESTABLISHING A BRAND IS THE REAL TASK.
So now the challenge was to establishing the GEEKEN BRAND.In order to do that i took the following steps:
1.Establishing the company showroom.
2.Good Product Catalogue.
3.Construction of a impressive website.
4.Advertising in good magazine & newspaper.
5.Establishment of Distributor-Dealer Network.
But we faced the hurdle in the first step itself because the leading buyer of the company said that if you will open your own showroom then who will buy the product from us? And incase you will do it then we will stop buying from you.So he told Mr.Pandey that you should handover the showroom in south delhi & your entire marketing team to us and it will be in our name and you have nothing to loose since we will buy the product from you only and Mr.Pandey succumed to the pressure because there was lot of money outstanding in their account and he had no choice and agreed to their terms & conditions.
But as a consultant i put my foot down on the proposal and told him that either i will work for you or i will quit.So later a compromise formula was reached and it was following:
1.We will handover the showroom to them and will not open a showroom in delhi and they will get the product at lowest rates and they will inform the projects in advance where they are going so that we will not approach those projects.
2.We will quote the lowest price which will be more then 5% of their price in projects.
3.We will build a Distributor - Dealer network outside delhi and all the project orders in state will be routed through distributors of respective states or incase of direct orders they will get ORC of 5%.
And that is how we reached a compromise and then i told Mr.Pandey that we will establish a distributor in each state and we will take Rs.5 Lakh from them.Mr. Pandey laughed at me and said why will anybody will give you this amount and i told him to leave it to me and he should give an Ad.in the inside-outside magzine which is the leading magzine of building material and interior products subscribed by Architects & Interior Decorators mentioning that we are looking for distributors of our chairs in each state.After we put this Ad. within few days there was lot of proposals came from all over india then selected certain interested party's and fixed a date to decide about the appointment of distributorship.In the meanwhile work already started on a good product catalogue and development of a website.
So now the challenge was to establishing the GEEKEN BRAND.In order to do that i took the following steps:
1.Establishing the company showroom.
2.Good Product Catalogue.
3.Construction of a impressive website.
4.Advertising in good magazine & newspaper.
5.Establishment of Distributor-Dealer Network.
But we faced the hurdle in the first step itself because the leading buyer of the company said that if you will open your own showroom then who will buy the product from us? And incase you will do it then we will stop buying from you.So he told Mr.Pandey that you should handover the showroom in south delhi & your entire marketing team to us and it will be in our name and you have nothing to loose since we will buy the product from you only and Mr.Pandey succumed to the pressure because there was lot of money outstanding in their account and he had no choice and agreed to their terms & conditions.
But as a consultant i put my foot down on the proposal and told him that either i will work for you or i will quit.So later a compromise formula was reached and it was following:
1.We will handover the showroom to them and will not open a showroom in delhi and they will get the product at lowest rates and they will inform the projects in advance where they are going so that we will not approach those projects.
2.We will quote the lowest price which will be more then 5% of their price in projects.
3.We will build a Distributor - Dealer network outside delhi and all the project orders in state will be routed through distributors of respective states or incase of direct orders they will get ORC of 5%.
And that is how we reached a compromise and then i told Mr.Pandey that we will establish a distributor in each state and we will take Rs.5 Lakh from them.Mr. Pandey laughed at me and said why will anybody will give you this amount and i told him to leave it to me and he should give an Ad.in the inside-outside magzine which is the leading magzine of building material and interior products subscribed by Architects & Interior Decorators mentioning that we are looking for distributors of our chairs in each state.After we put this Ad. within few days there was lot of proposals came from all over india then selected certain interested party's and fixed a date to decide about the appointment of distributorship.In the meanwhile work already started on a good product catalogue and development of a website.
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