Marketing channels refer to the independent organizations involved in making a product available for use or consumption. They perform functions like breaking bulk, pricing, passing consumer data to manufacturers, bringing different product assortments, buying or storing products, sharing risks, and helping with promotional campaigns. Strategies used include the pull strategy, which relies on consumer demand, and push strategy, which relies on selling and promotion efforts. Channels can be standardized globally but also adapted locally, as seen with McDonald's standardizing layouts and services worldwide but adapting menus in different countries. Channels are developed in levels from the manufacturer or distributor (level 0) down to retailers (level 3). Channel flow includes the movement of cash, physical products, legal title, information

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2. Marketing Channels are
sets of independent
organization involved in
the process of making a
product available for
consumption or use.
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3. VVaalluuee CChhaaiinn
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Intermediaries

4. FFuunnccttiioonnss
 Bulk Breaking
 Pricing
 Pass consumer data to manufacturer
 Bringing different assortment
 Buying or storage of the product
 Sharing risk of obsolesce
 Help manufacturer to design promotional
champaign
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5. SSttrraatteeggyy UUsseedd
1. Pull Strategy
2. Push Strategy
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6. SSttaannddaarriizzaattiioonn// AAddaappttaattiioonn
Eg: McD
Standarization – Layout, Service
Adaptation – India (Aloo Tikki,
Chicken Sandwich), USA (Beef).
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7. CChhaannnneell DDeevveellooppmmeenntt
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1. Distributor
2. Agent
3. Brokers
4. Wholesaler
5. Retailer

8. CChhaannnneell LLeevveellss
1. 0 Level
2. 1 Level
3. 2 Level
4. 3 Level
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9. 00 LLeevveell
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10. 11 LLeevveell
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11. 22 LLeevveell
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12. 33 LLeevveell
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13. CChhaannnneell FFllooww
1. Cash Flow
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14. 2. Physical Flow
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15. 3. Title Flow
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16. 4. Informational Flow
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17. 5. Promotional Flow
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18. TTyyppeess ooff IInntteerrmmeeddiiaarriieess
 Exclusive
 Selective
 Mass/ Intensive
 VMS (Vertical Management System)
 Horizontal
 Multichannel
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19. Does the Place ooff SSeelllliinngg PPrroodduucctt
MMaatttteerrss
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20. AAssppeeccttss
I. From Point of View of
Manufacturer
II. From Point of View of Customer/
Consumer
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21. Presented By:
Sonali Srivastava
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