This document discusses distribution channels, strategies, and concepts. It defines distribution as making a product available for consumption, and distribution channels as the chain of individuals/organizations involved in getting a product from producer to consumer. It outlines common distribution channels like manufacturers, distributors, wholesalers, and retailers. It also discusses push and pull promotional strategies as well as intensive, selective, and exclusive distribution strategies. The purpose is to educate about effectively moving products through intermediaries to end users.

1. DISTRIBUTION
CHANNELS &
DISTRIBUTION
STRATEGIES
By
Aditya Kapoor
(13031)
Ankur Gupta(13032)
Ashish
Barapatre(13034)
Bhavik Kothari
(13035)
Jeevan Kumar sah

2. WHAT IS DISTRIBUTION ?
 Distribution is the process of making a product or service
available for use or consumption by a consumer or business
user, using direct means, or using indirect means with
intermediaries.

3. WHAT IS DISTRIBUTION
CHANNEL?
• A distribution channel is the chain of individuals and organizations
involved in getting a product or service from the producer to the
consumer. Distribution channels are also known as marketing
channels or marketing distribution channels.

4. CHANNELS OF
DISTRIBUTION

5. MANUFACTURER/PRODUCER
Entity that makes a good through a process involving raw materials, components,
or assemblies, usually on a large-scale with different operations divided among
differentworkers.

6. DISTRIBUTOR
 Distributors frequently have a business relationship with manufactures
that they represent.
 Many distributors maintain exclusive buying agreements that limit the
number of participants or enables distributors to cover a certain territory.
 The distributor becomes the manufacture’s direct point of contact for
prospective buyers of certain products. However, distributors rarely sell a
manufacture’s goods directly to consumers.
 Wholesale representatives and retailers generally find distributors to buy
products for resale.

7. WHOLE SELLER
A wholesaler is an intermediary entity in the distribution
channel that buys in bulk and sells to resellers rather than to
consumers.
 A distributor performs a similar role but often provides more
complex services.
Distributors and wholesalers often work together as channel
partners.

8. RETAILERS
 A Retailer purchases goods or products in large quantities from manufacturers
directly or through a wholesale, and
Retailers consist of small and large for-profit businesses that sell products
directly to consumers. To realize a profit, retailers search for products that
coincide with their business objectives and find suppliers with the most
competitive pricing.
Generally, a retailer can buy small quantities of an item from a distributor or a
wholesaler.
For instance, a retail merchant who wanted to purchase a dozen lamps could

9. PUSH AND PULL
STRATEGY

10. PUSH STRATEGY
A push promotional strategy involves taking the product directly to the
customer via whatever means, ensuring the customer is aware of your brand
at the point of purchase.
"Taking the product to the customer"
EXAMPLES OF PUSH TACTICS
Trade show promotions to encourage retailer demand
Direct selling to customers in showrooms or face to face
Negotiation with retailers to stock your product
Efficient supply chain allowing retailers an efficient supply
Packaging design to encourage purchase
Point of sale displays
An example of this is a network television commercial. TV viewers do not
request to see a car advertisement; it is simply "pushed" at them.

11. PULL STRATEGY
A pull strategy involves motivating customers to seek out your brand in an
active process.
"Getting the customer to come to you"
EXAMPLES OF PULL TACTICS
Advertising and mass media promotion
Word of mouth referrals
Customer relationship management
Sales promotions and discounts
An example of this would be a web search using a search engine. The
consumer performs a search for a specific car and information is pulled up
in response.

13. DISTRIBUTION
STRATEGIES

14. WHAT IS DISTRIBUTION
STRATEGY ?
A plan created by the management of a manufacturing business that
specifies how the firm intends to transfer its
products to intermediaries, retailers and end consumers.
 Larger companies involved in making products will usually also put
together a detailed production distribution strategy to guide its entry into its
target market.

15. INTENSIVE
An intensive distribution strategy is a plan that places products in
many different locations for distribution. Products that are used every
day and replaced often may be found in dozens of different retail
outlets in any given area. The purpose of this type of strategy is to
put so much of a product in so many locations that a customer will
come across the product frequently, making it easy for them to
remember and buy the product
This type of strategy occurs most often in situations in which
competition is high.

16. SELECTIVE
Selective distribution is a retail strategy that involves making a product or group of
products available only in certain markets.
This is the opposite of Intensive distribution, where a product line is distributed to
as many markets as possible.
The best examples would be of Whirlpool and General Electric who sell their major
appliances through dealer networks and selected large retailers. They develop a
good working relationship with these selected channel partners and expect a better-
than-average selling effort.
The advantages of selective distribution are good market coverage, increased
control and reduced costs as compared to intensive distribution.

17. EXCLUSIVE
Exclusive distribution is a situation in which only certain dealers are
authorized to sell a specific product within a particular territory.
This type of distribution agreement is usually seen with high end and luxury
products.
Exclusive distribution is often mentioned in product advertising. When an ad
says something like “only available at the following stores” or provides a list of
stores where a product can be purchased, it may indicate that the manufacturer
has an exclusive agreement, and the product cannot be obtained elsewhere.

18. REFERENCES
www.businessdictionary.com
www.google.co.in
https://smallbusiness.yahoo.com/advisor/answers/advertising-and-
marketing-1006052501387 .html