Generally, fast-moving consumer goods (FMCG) involve a broad and complex market. The brand producer is not usually an option for the consumers, the distance and the place where the products offered are the main issues. The consumers are less likely to travel long distances to purchase a specific brand. They prefer to get the desired product from the nearest retailer store. As a key brand in the baby diaper market, Molfix has been facing a highly competitive environment with extensive discounts and promotions. Prior to inclusion in Oghab’s portfolio, Molfix was mainly distributed to wholesalers. Pars Hayat was struggling with achieving their communication goals such as audience accessibility and customer feedback collection until the company joined Oghab’s team.
According to the problem statement, Oghab’s market research and marketing team began to examine Molfix products’ situation in the market, in order to propose an effective strategy based on its strengths and weaknesses and in comparison to its competitors. Oghab’s marketing team figured out that Molfix problem will be solved through implementing proper retail distribution. In this regard, Oghab Distribution Co. offered a marketing plan for minimizing the distance between supplier and end consumers, expanding the product delivery from wholesaler to retailer channels. Oghab Distribution Co. has maximized public access to Molfix, through adopting appropriate sales strategies, also provided a closer encounter with end customers, while bringing lower risk and higher profit.
Finally, through implementing a comprehensive marketing plan, Oghab Distribution Co. initiated a fundamental change in Molfix products distribution in all retailers in Tehran. Today, Molfix is being sold dramatically across Tehran. In addition, the massive engagement of the brand into the intensive distribution market has widely grabbed the attention of the public audience. The quality of Molfix products helped the brand gain a great reputation in the retailer market. The positive attitude toward Molfix paved the way for other Pars Hayat brands (e.g. Teno and Papia) in gaining a good share of the market and facilitating the company’s reach to a broader range of end consumers.