Ep#30 Conversations with Business Leaders: Siddharth Bansal, Executive Director, Skipper Limited

Building any sort of loyalty in a competitive market is extremely difficult, and even more so when it comes to a commodity business. Let's hear from Mr. Siddharth Bansal, Director, Skipper Limited on how they transformed the distribution model of their polymer business-Skipper Pipes, in order to secure loyalty of channel members and influencers in the market. We discuss the challenges they faced in abandoning the traditional volume-based schemes and implementing a pull distribution system. Also discussed is an innovative retailer/plumber loyalty program and the benefits Skipper Pipes realized from this. Tune in! For more information about the lacuna of traditional trade promotional schemes visit: https://www.vectorconsulting.in/research-publications/consumer-goods-and-retail/a-folly-called-trade-promotions/