Project redemption. Researching a new distribution method for FMCG brands in South Korea

Clive R. Boddy

This paper summaries how the management of Brown and Williamson Korea Ltd. used a two stage marketing research project, with a one-stage follow-up study, to refine and develop a new retail distribution system in Korea.

Project redemption. Researching a new distribution method for fmcg brands in South Korea

Clive R. Boddy Brown and Williamson, Korea

RESEARCH TO REFINE AND DEVELOP A NEW DISTRIBUTION SYSTEM

The new distribution system is based on telemarketing and as an idea it was opposed by many of the Korean staff of Brown and Williamson (who regarded it as contrary to Korean culture where traditionally sales were built by developing face to face contacts over a long period of time) as well as the company's advisors and agencies. Our research company was prepared to consider the idea and they proposed...

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