Campaigns for FMCG Industry at different Levels

Friends,
We are facing a serious problem to map the Business of a CP Company to CRM especially with respect to campaigns.
The customer has a traditional sales channel through distributors to Retailers and also they sell directly to consumers.
The customer conducts campaigns at 2 levels broadly.
First at the Retailer level:
Here campaigns should be created in CRM for Retailers and passed to distributors where execution takes place ( Discount etc ) .
Second at the consumer ( End user level ) .
Here End uses are targeted via Media.
Now we have the following 2 questions
1. How can campaigns be conducted at End user level ?
2. In the above scenario , How does customer mapping takes place in SAP CRM? If Retailers are mapped as customers then How do we map the distributors?
Please give ur expert comments and suggestions.
Regards,
Shaik

Hi,
Here end users means those are Consumers for these products,so those data no need to maintain for your client level ( Bcoz those are purchasing from Distributors or Retailers ) but you want to give the awareness about products targetting them.
In this case you maintain the mass campaigns through different channels highlighting the products & brands with the respective sales area wise.
In second case you need to maintain the Trade Promotion,here you have to Target particular Customer ( Either Distributor or Retailer ) but these all Retailers comes under the particular Distributor ( Maintain BP hierarchy in T code BPH ), once you are giving any discount to distributor,than what ever the retailers comes under this distributor those also eligible for this discount.
Hope it helps you
Regards
Naren..

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