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DISTRIBUTION NETWORK

OF CONSUMER DURABLEGOODS

PRESENTEDBYPARAG BISAWAPRASANNA K.

ANAMIKA LAD

CHETAN MORE

DHARM PRAKASH

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The combination of institutions through whicha seller market products to the users or

ultimate customer.

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Middle ManMerchant Middle Man

AgentWholesalerRetailerManufacturers AgentDistributor

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Cost savingTime savingCustomer convenienceCustomer can buy in small quantityReseller helps in boosting salesCustomer receives financial support

Reseller provides valuable information

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Distribution Channel

Manufacture

Consumers

Manufacture

Manufacture

Manufacture

Manufacture

Consumers

Consumers

Consumers

Consumers

Retailer

Retailer

Retailer

Retailer

Wholesale

Agent

Wholesale

Agent

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Goods that have a useful life of more than

three years

long-lasting

Expensive items

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ConsumerProducts

ConsumerDurables Services

Corporate

Lower values Higher values Indeterminate No value

requent purchase Infrequent Indeterminate Variable

Narrow/Broadarget customer

Narrow TargetCustomer

Variable Very wide/variable

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Electronics :

TVs, VCD players and audio systems etc.Consumer Appliances (White Goods) :

like refrigerators, washing machines, air conditioners

(A/Cs), microwave ovens, vacuum cleaners and dishwashers.

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Superiorease-to-

use

Seamlessintegration

Innovativeindustrial

design

The company leverages

its unique ability to

develop its OS,

hardware, application

SW and services

Multi-touch

interface

Click-wheel

Mac OS X operativesystem developed in-house

Dedicated software anddrivers

All time design icon:iPod, iMac

The greenestelectronic company

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B2B CUSTOMERS

SME

AddedValue

Reseller

On-linestore

Education

AddedValue

Reseller

On-linestore

Directsalesforce

Enterprise & Gov.

Directsalesforce

On-linestore

Offersolicitati

on

Not sold through

direct sales forcedue to small volumeHigh level of

serviceChannel with high

level of control

from Apple

Need for consultancy and

assistanceCrucial consultant roleUse in educational

environment also has a

promotional dimension

Shorter channel due to the

active role of Apple in thedesign of this systemsOn-line services for

companies similar to DellGovernments buy mainly

through tenders

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B2C CUSTOMERS

Stores

(274)

Givehigh

visibility

Resellers

(3000)

Highservicelevel

Morecapillary

distribution

Large distribution

(320)

Driveshuge

volumesof traffic

Absence of

differentiationavoidedthroughcorners

On-line store

(36 Countries)

Visibilityon web &worldwide

Masscustomizat

ion

Flagship stores95% of

customers dont

consider Mac

Serving local

communitiesZero investment from

AppleHigh quality

experience

Very problematic, due to

inexistent purchasing

experienceSelected retailers only

(best Buy)

Separate space, servicedby Apple staff

With one store acce

h

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Branch ForecastConsolidation at

H.O.

Mfg Plant

Stock

Allotment

Dispatch

Warehouse

Customer

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ROAD + SEA + ROAD

ROAD + RAIL + ROAD

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Kandla Mumbai

Mundra

Mohali

Kochi

ROAD + SEA + ROAD

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MohaliStation

StationShalimar

W/HUnloading At RlyUnloading Container

On Railway Rackading in Container

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Most suitable for Major Distributor supply who need

Full Truck Loads.

Reduces Inventory at W/H level.

Reduces handling and operational cost.

Improve quality of service and customer satisfaction

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Dealer Stock Factory

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Multichannel

shoppers are more

valuable

Multichannelshoppers are more

loyal

Multichannelstrategy strengths

the brand

Needs coherenceDatabase

management is

crucialCooperative

corporate culture

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