2. Channel Tagging – Building Systems
Wholesale Wholesale
Modern General Store
Super Market
Hyper Market
Fine Restaurants
Fast Food Restaurants
Food Courts
General Store
Kiryana Store
Pan/Cigarette Shop
Conventional Restaurants
Food Street Outlets
Local Food Stands
Corner store
Airport
Airline
Railway Station
Railways
Bus Stand
Bus Service
Bakeries
Medical Stores
Petroleum Food Marts
Schools/Colleges/Universities
Hospitals
Hotels
Clubs
Marriage Hall / Caterers
Cinemas
Parks/Zoo/PlayLand
Utility Stores/CSD
Institutions
Modern Trade
Modern HoReCa
Conventional Trade
Traditional HoReCa
Transportation
Specialty Stores
Channels Sub-Channels
CT - Conventional Trade
IN - Institutions
MH - Modern HoReCa
MT - Modern Trade
SS - Specialty Stores
TH - Traditional HoReCa
TR - Transportation
WS - Wholesale
3
8
3
3
3
4
6
1
8 Channels with 31 Sub – Channels
3. 
Modern Trade
8 Trade Channels & 31 Sub Channels
Conventional Trade
• General Trade
• Kiryana Store
• Pan / Cigarette Shop
Modern Trade
• Modern General Store
• Super Market
• Hyper Market

Transportation

Speciality Stores
Modern HoReCa
• Fine Restaurants
• Fast Food Restaurants
• Food Courts

Traditional Horeca
• Conventional Restaurants
• Food Street Outlets
• Local Food Stands
• Corner Store
• Bakeries
• Medical Stores
• Petroleum Marts
• Airport
• Airline
• Railway Station
• Railways
• Bus Stands
• Bus Service
Institutions
• Schools / Colleges / University
• Hospitals
• Hotels
• Clubs
• Marriage Halls / Caterers
• Cinemas
• Parks / Zoo / Play Land
• Utility Stores / CSD
Whole Sale
4. Modern
General Store
Wide range of grocery items
More than 50% space
occupied by branded items
May include
confectionery/fresh produce
Mixed style Weekly/daily One cash till
compact store
open long hours
Modern Trade
Modern Trade
Modern General Store
Channel Product Range Service style Customer Other
Frequency Characteristics
6. Super Market Wide range of grocery items
Mostly branded products
May include
confectionery/fresh produce
Mixed style
(mainly self
service)
Weekly/daily Cash Machine at counter
larger than general stores
uses merchandising
techniques
 4000 to 30,000 sq. ft
Modern TradeChannel Product Range Service style Customer Other
Frequency Characteristics
Modern Trade
Super Market
8. Hyper market Very large stores selling large
volumes of Food /Non Food
items extending to durables
and furniture. Largest width
and depth of assortment
Self service Weekly/Daily >30,000 sq. ft
Multiple cash tills
Multiple outlets
Modern TradeChannel Product Range Service style Customer Other
Frequency Characteristics
Modern Trade
Hyper Market
10. General Store Branded FMCG items plus
loose bulk food items
No self
service
High frequency
(mainly daily)
Outlet run by owner /
family members
High number of
transactions
Open long hours
Conventional Trade
Conventional trade
General store
Channel Product Range Service style Customer Other
Frequency Characteristics
12. Modern Trade
Conventional trade
Kiryana store
Channel Product Range Service style Customer Other
Frequency Characteristics
Kiryana Store Traditional store mainly
selling loose bulk food
Branded FMCG items are
also sold but relatively in less
quantity
Loose bulk food occupies
more than 50% of shop’s
selling area
No self
service
High frequency
(mainly daily)
Privately owned fixed
structures
Outlet run by owner /
family members
High number of
transactions
Open long hours
Normally one room store
14. Pan/cigarette
shop
More than 50% space being
used for Pan, Cigarettes, Local
Tobacco, Niswaar and other
related products (gutka, supari
etc.)
May sell confectionary items
that includes biscuits, candies,
chewing gum, chips etc
Mostly
served to
standing
customers
High frequency Privately owned fixed
structures, small selling
area
Conventional tradeChannel Product Range Service style Customer Other
Frequency Characteristics
Conventional trade
Pan Cigarette shop
16. Fine Restaurant Variety of local/int’l food
served as per restaurant
profile
Printed menu
Printed bill after dining
Table service
through
waiters
Varied Generally air-conditioned
Sitting arrangement for 25
or more persons
Special occasion usage
Expensive as compared to
other restaurants
Modern HoReCasChannel Product Range Service style Customer Other
Frequency Characteristics
Modern HoReCa
Fine Restaurant
18. Fast Food
Restaurants
Variety of fast food items e.g.
burgers, French fries, chicken,
pizza, prepared salad and
deserts
On- or off-premises
consumption
Food
served
through the
counter
 Counter
for take away
Varied chain or independent
restaurant
table arrangement for on
premises consumption
Modern HoReCasChannel Product Range Service style Customer Other
Frequency Characteristics
Modern HoReCa
Fast Food Restaurant
20. Food Courts Variety of food items
depending on visitors’ profile
Generally
self-service
Varied generally situated in
shopping complex
food generally ordered
from the counter
Channel Product Range Service style Customer Other
Frequency Characteristics
Modern HoReCa
Food Courts
21. Conventional
Restaurants
Variety of local food served
Generally verbal menu
No printed bill
Generally have got tandoor
facility
Table
service
through
waiters
Meal
served at
table with
roti (local
bread)
Varied Locally called “Hotels
Fixed structure
No AC
Generally on premise
consumption
Traditional HoReCa
Conventional Restaurant
Channel Product Range Service style Customer Other
Frequency Characteristics
23. Food Street
Outlets
Variety of local food served
Printed menu
Plain paper bill
Table service
through
waiters
High frequency
outlets
particularly on
week-ends
Fixed Structure
No AC
Generally on premise
consumption
Small & permanent outlets
All outlets being
represented through one
trade union
Traditional HoReCas
Traditional HoReCa
Food Street Outlet
Channel Product Range Service style Customer Other
Frequency Characteristics
24. Local Food
Stands
Variety of local food/snacks
served
Verbal menu
No printed bill
Meal/snacks
served to
both sitting
and standing
customers
Varied Fixed Structure
No AC
Both on- and off-premise
consumption
Small & permanent outlets
Channel Product Range Service style Customer Other
Frequency Characteristics
Traditional HoReCa
Local Food Stands
25. Beverage
Street
Vendors/Corne
r Stores
Sells variety of
juices/beverages
May sell local snacks
(samosas, chat etc)
beverages
served both
at table and
to standing
customers
High frequency
during summer
May be operational during
summer season only
Both on and near premise
consumption
Traditional HoReCasChannel Product Range Service style Customer Other
Frequency Characteristics
Traditional HoReCa
Beverage Street Vendor
26. Airport Place for aircraft’s’
landing/taking off equipped
with hangars
Terminals with wide variety
of services for passengers
Food items served at the
counters of outlets
Mixed style Depending on
passengers’
traffic
Premium pricing
Consumption by passengers
& their friends/relatives
TransportationChannel Product Range Service style Customer Other
Frequency Characteristics
Transportation
Airport
27. Airline Air transportation for
passengers and freight
In-flight consumption + on
ground consumption of
beverages provided by
airline(s) along with
meals/snacks
Served by
flight
attendant/
ground staff
Depending on
passengers’
traffic
complimentary drinks
provided by airlines
TransportationChannel Product Range Service style Customer Other
Frequency Characteristics
Transportation
Airline
28. Railway Station Point for trains where
passengers arrive and depart
Point for trains where goods
are loaded and unloaded
Broad range of food &
confectionery items sold at
outlets
Products
sold at the
counter of
outlets
Served to
passengers
and others
through
waiters in
canteens
Depending on
passengers’
traffic
Consumption by
passengers & their
friends/relatives
Outlets duly authorized by
railway administration to do
business at the stations.
Channel Product Range Service style Customer Other
Frequency Characteristics
Transportation
Railway Station
29. Railways Rail transportation for
passengers and freight
In journey beverages sold to
passengers through delivery
boys
In journey beverages served
(with meal) to diners at dining
car
Sold to
passengers
through
delivery boys
Served by
attendants in
dining car
Depending on
passengers’
traffic
Consumption by
passengers during journey
Contractors authorized by
railway administration for
selling food & other items
inside trains
Channel Product Range Service style Customer Other
Frequency Characteristics
Transportation
Railways
30. Bus Stand Point for buses/mini buses
where passengers arrive and
depart for outstation travel
Broad range of food &
confectionery items sold at
outlets
Products
sold at the
counter of
outlets
Depending on
passengers’
traffic
Commonly known as ‘Larry
Adda’
Channel Product Range Service style Customer Other
Frequency Characteristics
Transportation
Bus stand
31. Bus Service Bus transportation for
passengers and freight
In journey beverages served
(with meal/snacks)
Served by
attendants in
bus
Depending on
passengers’
traffic
Consumption by
passengers during journey
Channel Product Range Service style Customer Other
Frequency Characteristics
Transportation
Bus service
32. Bakery More than 50% shop space
occupied by bakery/
confectionery items e.g. bread,
cakes, pastries, chips etc
May keep branded grocery
items
Items sold
at the
counter
Varied Generally off-premise
consumption
Channel Product Range Service style Customer Other
Frequency Characteristics
Specialty stores
Bakery
33. Chain of
Medical Stores
More than 50% shop space
occupied by pharmaceutical
and health related products
May keep branded grocery
items
Items sold
at the
counter
Varied Generally off-premise
consumption
Channel Product Range Service style Customer Other
Frequency Characteristics
Specialty stores
Chain of medical store
34. Medical Stores More than 50% shop space
occupied by pharmaceutical
and health related products
May keep branded grocery
items
Items sold
at the
counter
Varied Generally off-premise
consumption
Specialty StoresChannel Product Range Service style Customer Other
Frequency Characteristics
Specialty stores
Medical stores
35. Petroleum
Food Marts
A general store situated next
to petrol pump (within the
station premises)
Broad range of grocery items
Mostly branded products
May include
confectionery/fresh produce
Mixed style Varied use of calculator
compact store
open long hours
Channel Product Range Service style Customer Other
Frequency Characteristics
Specialty store
Petroleum marts
36. College/School
s/Universities
Food items (beverages,
confectionery and candies etc)
served at the counters of in-
house canteen/cafeteria
Items sold
at the
counter
Depending on
students’/
teachers’
strength
Includes consumption
both inside and outside
canteen/ cafeteria
InstitutionsChannel Product Range Service style Customer Other
Frequency Characteristics
Institutions
Colleges/Schools
37. Hospitals Food items (beverages,
confectionery and candies etc)
served at the counters of in-
house canteen/cafeteria
Items sold
at the
counter
Depending on
patients’ and
their
attendants’
traffic
Includes consumption
both inside and outside
canteen/ cafeteria
InstitutionsChannel Product Range Service style Customer Other
Frequency Characteristics
Institutions
Colleges/Schools
38. Hotels Meals/snacks served to
guests and visitors at in-
house restaurants, rooms and
mini-bar service
Business that offers indoor
lodging
Table service
through waiters
in restaurants
Room service
through
attendants Mini
bar placed in
guests’ rooms
Depending on
guests and
visitors’ traffic
Mainly consumption on
premise
Coffee shop generally
open round the clock
Special occasion usage of
hotel halls, conference
rooms etc
Channel Product Range Service style Customer Other
Frequency Characteristics
Institutions
Hotels
39. Clubs Organizations designed for
any social and sport activities
(tennis, golf etc) and may
require some kind of
membership.
Clubs where members may
seek food and health facilities
where the focus is on relaxing
in a club environment.
Table
service
through
waiters
Access limited
to club
members and
their guests
Special occasion usage of
club halls, conference rooms
etc
Channel Product Range Service style Customer Other
Frequency Characteristics
Institutions
Clubs
40. Marriage
Halls/Caterers
Building designed for
marriages and other related
functions.
Organizes lunch/dinners for
events.
Table
service
Depending on
events
Channel Product Range Service style Customer Other
Frequency Characteristics
Institutions
Marriage halls/Caterers
41. Cinemas A building especially designed
for motion picture
presentations.
Food items sold to cinema
goers at the counters of
canteen or through delivery
boys inside the theatre
Items sold
at the
counter or
served
through
delivery boys
Depending on
cine-goers
traffic
On-premise
consumption
Channel Product Range Service style Customer Other
Frequency Characteristics
Institutions
Cinemas
42. Parks/Zoo/Amu
sement
Park/Play Land
Food items (beverages,
confectionery and candies etc)
served at the counters of in-
house canteen/cafeteria
Items sold
at the
counter
Depending on
visitors’ traffic
Includes consumption
both inside and outside
canteen/ cafeteria
Channel Product Range Service style Customer Other
Frequency Characteristics
Institutions
Parks/Zoo/Amusement Park/Play land
43. Utility Stores Predominantly government
owned stores
Rates are usually subsidized
by the state
Carry FMCG foodstuff, small
electrical appliances, kitchen
utensils etc.
Mixed style Weekly/daily
Channel Product Range Service style Customer Other
Frequency Characteristics
Institutions
Utility Stores
44. CSD A super market type store
operated by military that may
offer fresh meat, produce and a
wide variety of grocery items.
Mixed
style (mainly
self service)
Access generally
limited to
military
personnel and
their immediate
families
Channel Product Range Service style Customer Other
Frequency Characteristics
Institutions
CSD
45. Institutional
Canteens
(selected accts)
e.g. LHC
canteen, Wapda
House canteen,
LDA canteen,
military unit
canteen, Wahga
Border, factory
canteens etc
Outlet%: 0.5
Vol%: 0.3
Food items (beverages,
confectionery and candies etc)
served at the counters of in-
house canteen/cafeteria
Items sold
at the counter
Depending on
people traffic
Includes consumption
both inside and outside
canteen/ cafeteria
Channel Product Range Service style Customer Other
Frequency Characteristics
Institutions
Canteens
