Leveraging direct sales forces for impact at the last 100 meters
Companies selling fast-moving consumer goods (FMCG) have traditionally focused their marketing and distribution efforts on increasing penetration of their products. However, few have focused on increasing how frequently consumers purchase their products. While focusing on penetration can be a sound business strategy for traditional FMCGs companies, it cannot suffice for brands selling products meant to have a health impact achieved through repeat use. How can last-mile distributors encourage frequent consumption among consumers?