New country head of Apple India Michel Coulomb is in a process of restructure the distribution and sales chain strategy for iPhones, iPads and Mac computers. For consumers, this will mean Apple products will cease to be discounted as the number of distributors is pared and the company takes a hard line on maintaining prices.
The thinking behind the move is that the brand had been diluted by giving distributors a free hand to sell to any retailer, even at lower prices, three persons directly aware of the development said.
The earlier ‘open distribution’ strategy at Apple India had created a lot of discontent amongst its offline trade partners, since the distributors would often indulge in wholesaling to achieve targets leading to rampant deep discounting online and fluctuation in prices almost every day. “So much so, Apple was even considered as a discounted brand….Read More