dtac deploys distribution segmentation strategy

The strategy aims to divide sales and distribution segments into areas, and stresses on Area Champion to get in-depth view of each local market for appropriate strategy adjustment. New distribution structure is built to improve sales potential, distribution, and all fields of dtac services, with the appointment of 35 distributors to serve nationwide customers and supply new demands.

 

Chaiyod Chirabowornkul, Chief Customer Officer, Total Access Communication Plc. (dtac) said that “Nowadays, customer behaviors have changed. They understand and have more interest in mobile devices and services by self-learning, not only by above-the-line information anymore. Operators have to adjust their strategies to match with the changing demand of customers and market. Therefore, dtac’s sales and distribution will be significantly changed next year. We will improve our strategy and structure by adapting Segmentation strategy. As distributors are local experts who are close to customers, dtac use Area Champion strategy to strengthen its distribution with the potential of local distributors. All are under the company’s aim to distribute dtac products and services to customers faster and more thoroughly.”

 

Area Champion strategy is to adapt Segmentation strategy into distribution use. As market demands and customer behaviors in each area are different in details, strategy alignment will help dtac offering the right products and services. Also, under the new structure, all distributors will cooperate closely with dtac to develop business plan and handle new responsibilities, such as arranging area-based marketing campaigns, expanding retailer network in their own area, and etc. The objective is to increase market penetration in each area.

 

The new distribution structure of dtac readjusts the segments of sales and distribution areas, distributing all dtac products to one distributor per area to avoid competition under the same brand. 35 distributors will partner and perform in-depth operation in their sales area with dtac for more efficiency and growth potential. With understandings and customer proximity, this strategy can supply more market and customer demands, providing distribution channels to offer dtac products and services faster and more thoroughly with more than 20,000 points of sale and 300,000 top-up points.

 

“In order to increase market penetration in each area, good distribution is required. To have good distribution, strong distributors are necessitated. Throughout the year, dtac intensely processed the selection of the best 35 distributors nationwide, who were officially appointed to handle each sales area alongside dtac. Next year, the competition will still mainly aim at data access, and with dtac’s readiness in marketing and network development, I am confident that distributor is the essential piece of jigsaw that will lead dtac to win most market share in each area.” Chaiyod added.