The distribution channel plays a very crucial role
in the making of a brand. It is very important that which mode of distribution
is chosen for promoting and selling the product. Though it is true that more
the distribution channels more will be the market coverage but it involves
certain risks. The risks could be compromise with the quality of the products
because the company gained market coverage at the cost of market control and
secondly the company may encounter a growing problem of channel conflict. Now
Whisper as a brand is available through retails in almost every city in India
but now it has moved its distribution channel to e-commerce websites. There are
multiple websites that are selling almost all the Whisper products. One
advantage to the consumer while purchasing the product online is that when
clubbed together the website may offer a discount of the MRP.
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