8/3/2019 Channels of Distribution of a Brand
1/21
CHANNELS OFDISTRIBUTIONOF A
BRAND
PRESENTED BYARUL RAJ .S
NAVEEN KUMAR.M
DHARINI.S
8/3/2019 Channels of Distribution of a Brand
2/21
ABOUT DISTRIBUTIONCHANNELS Distribution channels is defined as
as a chain of intermediaries
as passing down the product
these elements have their ownspecific needs
8/3/2019 Channels of Distribution of a Brand
3/21
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
8/3/2019 Channels of Distribution of a Brand
4/21
Distribution channels may notrestricted to physical products.
8/3/2019 Channels of Distribution of a Brand
5/21
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
8/3/2019 Channels of Distribution of a Brand
6/21
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
8/3/2019 Channels of Distribution of a Brand
7/21
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
8/3/2019 Channels of Distribution of a Brand
8/21
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
8/3/2019 Channels of Distribution of a Brand
9/21
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
8/3/2019 Channels of Distribution of a Brand
10/21
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
8/3/2019 Channels of Distribution of a Brand
11/21
DIRECT SELLING
DIRECT CHANNEL
It carries goods directly
DIRECT SELLING
Direct sales contacts with its productfinal users.
8/3/2019 Channels of Distribution of a Brand
12/21
8/3/2019 Channels of Distribution of a Brand
13/21
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
8/3/2019 Channels of Distribution of a Brand
14/21
8/3/2019 Channels of Distribution of a Brand
15/21
8/3/2019 Channels of Distribution of a Brand
16/21
8/3/2019 Channels of Distribution of a Brand
17/21
PRODUCT MANAGEMENT OFSURF EXCEL Branding Market segmentation
Positioning and differentiation
strategies Distribution channel
Advertising planning
Pricing concept and strategies Sales management
Marketing research
8/3/2019 Channels of Distribution of a Brand
18/21
8/3/2019 Channels of Distribution of a Brand
19/21
DISTRIBUTION CHANNEL
8/3/2019 Channels of Distribution of a Brand
20/21
8/3/2019 Channels of Distribution of a Brand
21/21
THANK YOU