ISSN No : 2319-7935 (Print)
2319-7943 (Online)

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Ashok Yakkaldevi
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This case study describes and analyses the distribution channel taking place at Somi Conveyor Beltings Limited, thelargest Conveyor Beltings Manufacturer in India. In particular, the study focuses on the distribution channel of the conveyor beltings specifically used in conveying material from one place to another. The study has three main objectives: (i) to analyze and understand the effectiveness and performance of the distribution channel of conveyor beltings at the above-said manufacturing unit, (ii) to study the distribution strategy of conveyor beltings and, (iii) to study the market coverage of conveyor beltings. The study has described that for what purpose these conveyor beltings are made and how and what type of these conveyor beltings are used in such specific user industries. The study has also described the Distribution Channel & Marketing Strategy Adopted at Somi Conveyor Beltings Limited. The study has taken an exploratory and qualitative research approach with an focus on the analysis of the currentsituation. Several key insights emerged from this situational analysis, which facilitated to study and address critical questions like (i) What is the Overall Response to the Current Channel of Distribution? and (ii) Are there any other Alternative Distribution Channels emerging? of a Jodhpur-based largest Conveyor Beltings manufacturer in India with an annual production of 12,00,000 Meters per annum up to 2200 mm Width comprising of Fabric and Steel Cord Conveyor Beltings. Focused interviews comprised the primary data collection technique in this study. This data collection process was conducted between April 18th 2013 and July 4th 2013, including 80 interviews being conducted through a structured questionnaire from the personnel of Somi Conveyor Beltings Limited and other large and small user industries, representing the manufacturer in the distribution channel. All interviews were documented and transcribed and the information collected was carefully analyzed, along with the supporting secondary data, such as magazines and journals, web resources and annual reports. This study has produced several findings on the overall response to the current channel of distribution, alternate distribution channels and the sales & marketing process of Somi Conveyor Beltings Limited.
Keywords :
  • manufacturer
  • conveying material
  • marketing strategy adopted
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