Distributors in two African markets were ready to meet an Indian pump maker, once price, warranty and after-sales were settled
An Indian manufacturer of submersible and solar water pumps wanted channel partners in two African markets where it was unknown.
We visited the pump distributors in each country, pitched the brand in person, and recorded each one's reaction, intent and conditions.
Almost every distributor was willing to meet. In both markets the deal hinged on landed price, a stated warranty, spare parts and service, and solar pumps emerged as the clearest opening in one of them. The client received a ranked list of distributors ready to talk.
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- The question
- Which distributors in two African markets would carry an Indian water-pump brand, and on what terms?
- Approach
- In-person visits to pump distributors in each country: brand pitch, reaction, intent and terms recorded
- Where
- Two markets in West and Southern Africa, 2017
De-identified. Names, places and distinguishing details are generalised.
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