Distribution Is the Single Biggest Variable Driving Traditional FMCG Sales
Abhishek Asthana · If you don't monetize your hobby, it will die.- Abhishek Asthana on Creativity & Entrepreneurship · Jan 25, 2021 · at 32:06
Abhishek Asthana, founder of Ginger Monkey, compares traditional FMCG sales dynamics with modern direct-to-consumer digital channels.
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“Usually whenever you make a multivariate of sales, right? That basically the outcome is sales, but all variables are basically affecting sales. The biggest coefficient or biggest variable Is of distribution. Then you have trade, then you have media, and then you have, of course, the marketing. So the marketing and media part come third. So the biggest component that helps, helps your sales is distribution.”
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