Redistribution Activities of Distributors in the Brewing Industry in an Emerging Economy

The decision about marketing channels selection is critical as it ultimately affects the other supply chain activities of any business. The purpose of this study was to examine the redistribution role of distributors in the brewing industry. The study employed a survey using a single case study from the perspective of retail outlets. The study revealed that availability and visibility of brands increased brand penetration coupled with effective coverage and management of sales territories by the distributor. The outlets indicated that getting all the empties for their purchase of products was a challenge. The study suggests that distributors must be accountable and ensures flawless sales force coverage and effectiveness to avoid out-of-stocks situations. Manufacturers must intensify their trade and consumer promotions concurrently to really connect the push and pull aspect of distribution.