What is distribution?

Your role in the process????*

Generic Channel Structure
 What is a marketing channel?
Outside the firm
Firm involved in negotiatory functions

Management’s involvement in
the process
External contactual organization that management
operates to achieve its distribution objectives

Goals that change, causing

variations
in contactual organization & the way
in which
management operates it
 Channel Structure and Design
Nestlé Manufacturer

Mother Godowns
(Nestlé owned)

Directly to large retailers,

Carrying and Stock Agent E-Commerce
(Stored as property of (e.g. Big Bazar, ABL, Reliance,
Nestlé) Walmart, Cloudtail, etc.)

Distributor Super Stockist

(Ownership Transferred) (Ownership Transferred)

Retailer Wholesaler Re-Distributor

End Customer Retailer

 Factory – 4 Plants across India
Presence At:

• Kirana Store Warehouse ( C& FA) – According to Location

• General Store
• Medical Store
• Cosmetic Store
• Pan Shop
• Modern Trade Direct Stockist Direct Trade

Urban Rural Reliance Fresh

Metro/Middle Rural Spencers

Rest of Urban Super Stockist
India Distributor
Indirect Rural Dmart & Others
Wholesaler Stockist

Retail Retail

Consumers

Colgate Palmolive