Guest post by ASRAR AHMAD QURESHI
Sales and marketing in Pakistan is entirely different from rest of the world. Before launching any product, mostly MNC launch their product with big bang. They provide complete media back up such as electronic media, print media, POS material, Above The Line & Below The Line activities. On the other side, the national companies dont go to that extent. They would launch the product by providing POS material and little bit media back up(elctronic and print). There is cut throat competition in the market, but mostly all the companies in Pakistan believe in pressure selling. They dont create pull but always push strategy. The field force is always under pressure, because they are given unrealistic targets. In order to achieve the targets and to get the incentive from the company, they always pressurise the distributor to place the order according to the target. The distributor reluctantly places the order and just to exhaust the stocks, he allows extra commission to the whole salers. The impact of unjustified passing commission results in very low ROI (return on investment) Due this strata companies are facing problems in getting professional distributors, and what to talk about national companies.