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Study the effectiveness of retail environment classification of Cadbury India Limited


  • Dr. Alpesh, Leua
  • Ms. Sweta, Sawhney


Cadbury India Limited has always been known for its innovation in manufacturing and marketing of its products. One such innovation in the distribution channel of the company was the introduction of a new classification system in January 2008, called the RE Classification (Retail Environment Classification) that classified the retailers which were catered to by the Redistributors of the company. The sample size undertaken for survey is 100 retail outlets. It include the 50 outlets each under two distributors of CIL i.e. CY Enterprises and KD Enterprises rises in Agra. It was found that some outlets categorized under new Retail Environment classification are not fulfilling the parameters which were used to categorize the outlets and thus company should perform strict audits to improve over it. The retailers are not satisfied with the system of MSS compliance as it leads to high replacements and so company should take some initiatives to find the loopholes and motivate the retailers to implement the compliance.

Suggested Citation

  • Dr. Alpesh, Leua & Ms. Sweta, Sawhney, 2010. "Study the effectiveness of retail environment classification of Cadbury India Limited," MPRA Paper 34032, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:34032

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    More about this item


    Retail marketing; Retail Environment; Distribution Channel;

    JEL classification:

    • D21 - Microeconomics - - Production and Organizations - - - Firm Behavior: Theory
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • A10 - General Economics and Teaching - - General Economics - - - General

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