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 a two-stage research project to assess its feasibility and to fine-tune how it was to be presented to retailers.

A BRAND WHOLESALER: BAT

Brown and Williamson Korea Ltd. is a wholesaler of brands imported into Korea from Brown and Williamson USA and is part of the BAT group of companies. At Brown and Williamson, sales acts as the tactical arm of the marketing mix. As with most other companies, sales ensure the availability of the products at a competitive price and condition.