Ep#34 Is direct distribution of the full market possible?

Why is it that even though many companies realise that there is significant sales loss because they are not available in the huge number of small outlets, they still do not try for direct distribution of the full market? Is it really possible? Why is it that the industry conventionally uses weighted distribution & incremental growth and accepts incomplete distribution? Can using numeric distribution be a better and more progressive metric? Find answers to all these questions in this discussion with Puneet Kulraj. Tune in! For more information on how to achieve 100% direct distribution without increasing inventory visit: https://www.vectorconsulting.in/research-publications/consumer-goods-and-retail/100-availability-with-less-than-half-the-inventory/