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When it comes to FMCG marketing, everyone dreams of a super-charged distribution machine—one where your channel partners happily move your products, your market share climbs steadily, and everyone hits their targets. In the real world, though, if you work as a channel manager in FMCG, paint, tiles, or building materials, you quickly realize something: your distributor isn’t always your biggest supporter. Sometimes, he’s your biggest bottleneck.

Channel management is an art, not just a job. Whether you manage distributors in FMCG marketing, automobile dealerships, or construction channels, the real power lies in growing together. You’ll often hear that “the distributor is tough to handle” or “he only cares about margin”—but what if the real secret is understanding his business as deeply as your own? Here are five steps, drawn straight from hands-on experience, that will help you turn your channel into a competitive a

If you’re a marketing student, a freshly minted MBA, or an industry professional in FMCG, now is your time to embrace change. Gone are the days when knowing how to hustle through general trade and build retail relationships was all it took. Today, Dmart, Blinkit, Zepto, Instamart, and e-commerce giants like Amazon are flipping the FMCG career playbook, forcing a bold new set of skills for every ambitious marketer.

If you’re aiming to crack the code in FMCG sales and marketing—or hoping to build a long-lasting brand that wins at retail—let’s talk about one factor that can make or break your entire strategy: outlet coverage. Whether you’re a seasoned trade marketing pro or a student with a dream, understanding how thoroughly your product reaches those busy neighborhood stores is the absolute game changer.

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If you’re dreaming of a career with the likes of Britannia, ITC, P&G, L’Oréal, or Godrej, you probably already know you’ll face fierce competition. Hundreds (sometimes thousands) apply for each entry-level role, and almost everyone shows up with a list of online courses and certificates.

If you’re serious about mastering FMCG distribution and sales strategies, Britannia’s new route to market approach covered in this fmcg case study offers a masterclass in how a legacy brand can adapt to modern challenges. The company, celebrated for its iconic biscuits, faces increased pressure from changing product mixes, evolving retail structure, and profitability challenges. Let’s break down how Britannia’s route to market transformation unfolds step by step.