As a result of growing competition, every firm is trying for greater visibility for its products in the market place as well as premier shelf space at the showrooms or point-of-purchase (POP). So, retail management is also becoming a complex task to a marketing manager because retailers are all engaged in marketing their shelf-space. To avoid over dependence on retailers, some producers in the consumer goods market have set up their own retail outlets.
Another significant trend in recent years is that many marketing service agencies have Marketing Environment come up in the areas of financial services, marketing of consumer products etc. For example, Adishwar Marketing, a Bangalore based marketing agency, markets more than 100 consumer products under its own brand ‘Worldstar’.
The agency has entered into agreements with 45 industries to procure and market products in its own brand name. The agency is, at present, operating in the southern states – Andhra Pradesh, Karnataka, Kerala and Tamil Nadu.
