The document outlines the distribution channels in retailing, highlighting the role of various intermediaries such as retailers and wholesalers. It focuses on the success of Dettol antiseptic liquid, detailing its market penetration, strong distribution network, and key success factors like customer loyalty and continuous innovation. Additionally, it discusses the growth trajectory and future prospects of Dettol in the market.

1. A Sector Presentation On:
Distribution Channel
Of Retailing

2. Types of Channels
Selling Directly to Consumers Selling through Retailers Selling through
Wholesalers
Producer
Consumer
Producer
Retailer
Consumer
Producer
Wholesaler
Retailer
Consumer

3. Retail…
56.60%
34.60%
3.40%
3.10%
2.30%
% Market Share
Super Markets
Drug/Independent
Retailers
Other
Convenience Stores
Cash and
Carry/Warehouse Clubs

4. 92%
8%
RETAIL SEGMENTATION
Organized Sector Unorganized Sector

6. DISTRIBUTION PROCESS
MANUFACTURER C & F AGENTS DISTRIBUTOR RETAILERS CUSTOMERS
 RBIL distributes all its products through its common distribution channel, which
has a wide and deep reach in the markets and is a key strength of the
company.
 The channel is managed by a well structured sales force, responsible for
achieving sales for the entire product portfolio of more than 150 stock keeping
units.
 Antiseptic Liquid is well penetrated market and is sold in over 16 lakh outlets in
the country.
 Over the years, the product has been extended for other disinfection uses and
at present secondary usage contributes more volumes of Dettol Antiseptic
liquid than the primary first aid usage.

7. SUCCESS FACTOR
 First to enter the market.
 Product Diversification.
 Customer Loyalty.
 Continuous innovation.
 Advertising Techniques.

8. Positioning
I. Tag Line – “BE 100% SURE”.
II. Dettol covers whole market segments in terms of age,
gender & geographical area.
III. The packaging of Dettol is associated with Hospitals &
Clinics.
IV. It has a market Share of 83%.

9. Future Prospects . . .
 Dettol overall share from 6.7% in FY 07-08 to 15% in FY 14-15.
 Making Dettol from ₹452 Cr. To ₹1095 in FY2011.
 Identifying the thrust areas for covering the ₹360 Cr in
Projected growth for Dettol.
 Optimising market spends.