1. Channel of Distribution
By
DEBDOOT ROY.
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2. contents
 Meaning of channel distribution.
 Channel Function
 C.D for consumer & Industrial Products.
 Channel designing Process
 Factors influencing the selecting channel partner.
 Intensity of Mkt coverage.
 Channel Management.
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3. MEANING
 MARKETING CHANNELS ARE THE
COMBINATION OF AGENCIES THRU
WHICH THE SELLER, WHO IS OFTEN,
THOUGH NOT NECESSERILY THE
MANUFACTURER, MARKET HIS
PRODUCTS TO THE CUSTOMER.
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4. CHANNEL FUNCTION
The following functions should be assigned to the channel
members who can add most value for the cost.
 Information
 Promotion
 Contacts
 Risk Taking
 Financing
 Physical Distribution
 Negotiation.
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5. CONSUMER & INDUSTRIAL
PRODUCTS.
 There are two types of Distributions.
1. Manufacturer direct to Customer/
consumer.
2. Manufacturer to Distributor to
Customer. It is also two type, those
are.
a) Manufacturer to Distributor to
retailer to consumer.
b) Manufacturer to Distributor to 5
Consumer.

6. CHANNEL BEHAVIOR
 Identify target customer.
 Consumer buying habits,
 Locate potential customer,
 Pinpoint channel alternatives,
 Evaluate alternative channel,
 Select channel partner.
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7. Factors influencing the Selection
 Product or Market characteristics,
 Company characteristic
 Middleman consideration (If require)
 Environmental characteristic.
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8. INTENCITY OF MARKET COVERAGE
 Intensive – Distribution thru every
reasonable outlet.
 Selective – Multiple but not every
reasonable outlet.
 Exclusive –Single wholesaling
middlemen.
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9. CHANNEL MANAGEMENT
 Recruiting training Motivating
Decision areas for Channel Management
Evaluating and Compensating Servicing
Replacing channel
Member.
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10.  Thanks
 Any quarry ?
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