channels of distribution of a brand

8/3/2019 Channels of Distribution of a Brand

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CHANNELS OFDISTRIBUTIONOF A

BRAND

PRESENTED BYARUL RAJ .S

NAVEEN KUMAR.M

DHARINI.S


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ABOUT DISTRIBUTIONCHANNELS Distribution channels is defined as

as a chain of intermediaries

as passing down the product

these elements have their ownspecific needs


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OBJECTIVES

Recall the meaning of channels of distribution

Identify the various channel of distribution with thehelp of chart

Describe the role of middlemen in the distributionof goods

State the desirability of eliminating the middlemen

Enumerate the wholesaler and retailer indistribution of goods


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Distribution channels may notrestricted to physical products.


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TYPES OF CHANNELS

DISTIBUTOR

who sells to the retailers

RETAILER

also called as dealer orreseller

(who sells to end customers)

WHOLESALER

who act as a middleman


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TYPES OF DISTRIBUTIONCHANNELS IN MARKETING INTENSIVE DISTRIBUTION where the majority of resellers stock

to the product

SELECTIVE DISTRIBUTION where suitable resellers stock the

market

EXCLUSIVE DISTRIBUTION specially selected retailers or

authorized dealers


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ROLE OF WHOLESALERS:

Wholesaler act as a middleman in thechannel of distribution .

A wholesaler is someone who

primarily sells to other retailers As he buys goods in large quantity

from the manufacturer and sells these

to retailers


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RETAILERS

The most visible face of thedistribution

Retailers are growing larger

Act as a buying agents

It operates on low price Operate in saturated markets and fight

for market share


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TYPES OF AGENTS

Channel partners will match marketerswith wholesalers or in organizationmarket with customer

They are very important for internationalmarketing. i.e., export and imports


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TYPES OF PRODUCT

Industrial products will have a differenttype of distribution from a consumerproduct

A consumer durable will have adifferent type of distribution from anFMCG product

Product positioning too will affect type

of channel Premium products will have a shorter

channel


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DIRECT SELLING

DIRECT CHANNEL

It carries goods directly

DIRECT SELLING

Direct sales contacts with its productfinal users.


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SURF EXCEL

Surf excel was launched in the year1957

Market leadership was 37.8% in indian

market It was available in 4 variants

surf excel blue

Surf excel quick wash Surf excel automatic

Surf excel bar


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PRODUCT MANAGEMENT OFSURF EXCEL Branding Market segmentation

Positioning and differentiation

strategies Distribution channel

Advertising planning

Pricing concept and strategies Sales management

Marketing research


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DISTRIBUTION CHANNEL


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THANK YOU

channels of distribution of a brand

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