In Marketing, while going for Elephant hunting we shudnot chase the Rabbits that come on the way, is it right?

Question

We have been marketing a new product under a new brand name since 2 years. Though the product has good customer feedback, the Retailers and Wholesalers are not responding as we expect. As on date we have 30 Retailers and no Distributors. I suggest organic way of growing, that is first convincing the local retailers to sell the product and then try selling the product through the Distributors. This is because I believe if we are not able to convince some of the reputed Retailers in local, we will not be able to convince the Distributors. But my CEO prefers to concentrate on appointing Distributors instead of chasing reputed Retailers in local. And he says "WHILE GOING FOR ELEPHANT HUNTING DON'T CHASE THE RABBITS THAT COME ON THE WAY. Opinions/ suggestions please.

Answer 1

I'm going to assume that English isn't your first language. If you're marketing to primarily English-speaking countries you may want to work on that.

As for the expression your boss uses, I think he means don't get side-tracked by smaller issues. Stay with the primary goal. Once the primary goal has been reached he may be willing to listen to other ideas.

Answer 2

If I am understanding right....here is my opinion--I am also in marketing...a service. I think that if the distributors do not know that retailers are willing to stock the product and they don't see a market for it, why would they want to stock or attempt to distribute? The saying, "While going elephant hunting, don't chase the rabbits that come on the way", on the other hand, also makes sense. Except, while you are hunting the elephant, you have to have something to eat until you catch the elephant...so why not the rabbits? It serves it's purpose, although it is not your final goal. Hopefully, I made some sense. Good luck.

Answer 3

Without knowing your product, what it does, who you are trying to reach, and who is actually buying, I'm going to take a wild stab at this and say,

There are some specific retailers you may wish to target because they are trend setters. Buyers/distributers look there for the new next thing. These are like 500lb rabbits. Shoot them. They will feed you for a month and make kick *** trophies.

However, a bottom up approach to marketing can also kill you. The market decides what you are and your brand suffers for it. So don't get to organic man. what looks groovy may be a bum trip in a wavy gravy t-shirt.

And that is all the analogy I'm going to spill tonight.