Group-1 Sl. No.

1 2 3 4 5 6 7 8 9 10 11

pre-1972 (sole distributorship model) variable Perishiability inventory holding cost, administrative cost delivery charges maintenance cost commistion administrative cost overheads sole distributor performance based incentive presence of branches competition merits

motivating the channel parnters

flexibility in control distributor get motivated and sales inc wide coverage, better reach

Group-2 1972 to 1979 (regional marketing company) 1 2 role of brances role of RMC 1979 to 1987 Group-3 1 2

increase points of contact strengthing of secondarty and tertiary

Role of wholesalers(2000) Role of branches

connecting branch with retailer less order processing time at branch le better coordination

Role of retailers

increase reach/coverage of market/cu DPCO influenced less retailer market 1987 to 1990

Group-4 1 2 3 4 5 Group-5 1 2 3 customer service A/C receivability Roles of branches Roles of branches (reduced) Role of KRD Role of branches Credit sales Role of retailers 1991 onwards

flexibility to control/more time to con increase access point reduction in branches resulted in prom sales increase increase number of retailer resulted in

better service to customer due to fast collection of a/c receivable resulted in increase number of branches resulted holding cost is low/inventory carrying

4 5 6

Role of KRD Role of wholesalers(2000) role of distributor

Role of retailers

increase access point connecting branch with retailer increase availability and more sales reduction in number of staff at distrib less unionization among the staff lead increase number of retailer resulted in

merits

the channel parnters

get motivated and sales increase age, better reach

oints of contact g of secondarty and tertiary market

branch with retailer processing time at branch level

ach/coverage of market/customer enced less retailer market

o control/more time to control

n branches resulted in promotion sales and profitability

umber of retailer resulted in increase availibility

ice to customer due to faster processing of a/c receivable resulted in reducing the books debts umber of branches resulted increase sales/profitability. st is low/inventory carrying cost is low

branch with retailer ailability and more sales n number of staff at distributor level from 600 to 200 zation among the staff leading to more efficiency umber of retailer resulted in increase availibility

demerits lengthy distibution channel distibuiton cost increases administrativ cost increases inventorty cost increases maintenance cost increases distribution cost increases distribution cost goes up overally dependent on distribuiton channel,relative intensity of distribution more number of branches higher the maintenance cost, higer operating cost and low profitability resulting increase margin to distrubutor resulted in low profitability.

retail margin went up to 25 %, control issue cost incurred in establishing RMC

cost of distribution will go up more time spent on complain from retailers/ account receivable increased less time for doing promotion for sales retailers lack of interest of sales

reduction in number of branches resulted in low time availability for sales promotion customer service, better coordination/increase cost of warehousing poor customer service and low sales / low profitability Account receivalbe increase and reduced profitability none

limited time- availablity none distribution cost will go up

better coordination/increase cost of warehousing cost of distribution will go up increase cost of distribution

none