CCI Last Mile Distribution Challenge

by: Guda Sridhar, Vaibhav Chawla, Deep Singh

Publication Date: April 5, 2013
Length: 24 pages
Product ID#: 1-429-325

Core Disciplines: Base of the Pyramid

Partner Collection:

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Teaching Note

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In 2007, Akhilesh Gupta and Naren Shah reconfigured Candy and Chocolate India with a vision to build an effective and efficient Route to Market (RTM). The objectives of the reconfiguration were to increase the availability of CCI brands and improve customer service. By 2012, CCI realized its vision by significantly increasing the reach of its products as well as increasing the sales of the company over and above initial expectations.

Teaching Objectives

After reading and discussing the material, students should:

  • Examine CCI sales opportunities in rural markets as well as the company’s challenges in distribution, promotion, and sales in rural markets.
  • Analyze CCI’s existing distribution channels in rural markets.
  • Explore managerial frameworks for evaluation of last mile distribution options.