Innovative products through mainly chemist channel

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Reference no: EM133654107

Question

GK Healthcare is a MNC health and wellness company selling innovative products through mainly the chemist channel in India. The sales function is divided into 4 regions, North, South, East and West. They have a 'Retailer Contest' every quarter. In Q2 2019 they had a bumper sale and quite a few Retailers had become eligible for the 'gold coin' and 'silver coin' scheme. The Gold and Silver coins were to be awarded basis growth over previous quarter. Gold coins on 25% growth and Silver coins on 15% growth. Gold coin cost the company RS 33250/- and the Silver costed 5750/- The total Region Trade Marketing budget is Rs 5.6 crore Each Region organised a grand event for the contest finale. The company organised a grand dinner at the 'Imperial Hotel' in Delhi for the North Region. All large Retailers who had participated in the contest were invited. The atmosphere was happy and fun filled. The team seemed to have bonded together, company salespersons and Retailers. In fact, the Retailers were looking forward to similar schemes in future also. The dinner was served post a long and noisy session of cocktails. The enthusiasm and decibel levels were both high. As the grand finale, the prizes were announced. When the prizes were announced, one Retailer from Delhi, Mr Chadha, created a ruckus as he felt that he was eligible for a gold coin and not a silver coin. The mood suddenly became sombre. The team looked up to the Regional Manager to handle the situation.

Reference no: EM133654107

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