Ajay was appointed as the marketing head of Alfa Enterprise, a manufacturer of toothpastes and toothbrushes. His target sale was 2000 units a month. Apart from thinking about various channels of distribution to achieve the target, he himself started visiting schools in backward areas. He found that even after taking various steps and counselling, some school children had not started brushing their teeth. He investigated and found that they could not start brushing their teeth. He investigated and found that they could not afford to buy toothbrush and toothpaste. So with due permission, he started donating 200 toothbrushes and toothpastes every month to the school.
-
Identify the channel of distribution Ajay would adopt for the distribution of toothpaste and toothbrushes and justify it by giving one reason.
-
State any two values which Ajay ants to communicate to society.
1. The channel of distribution adopted by Ajay is direct channel also known as zero level channel. As it doesn't include any middlemen, he directly donate his toothbrushes and toothpaste to school. He has full control over distribution process without any wholesaler and retailer.
2. Two values that Ajay communicate to the society -
(i) He focus on health and hygiene awareness of backward areas children.
(ii) He donated toothbrushes and toothpaste to needy children.