SCM

Distribution Strategies
Intro

 This is why Place is one of the 4P’s of the

marketing mix.
 Mainly decided keeping the top management
in loop, cos it affects the overall
management.
Direct and Indirect distribution

 Direct - The company either directly sends

the product to end customer or the channel
length is very less.
 E commerce or modern retail
 Indirect –
Product Manufacturer Distributor Retailer

Customer
Exclusive distribution

 An agreement between a supplier and a

retailer granting the retailer exclusive rights
within a specific geographical area to carry
the supplier's product.
 High brand loyalty
 More aggressive middlemen
 Suitable for HPLV goods only
 Rolex, lamborghini, Mercedes, BMW
Selective distribution

  Selective and few outlets are chosen through

which the product is made available to the
customers.
 Multiple, but not all dealers
 Requires post-sales
service
 Eg: Louis Philippe, Titan,
PC
Intensive distribution

 A marketing strategy under which a company

sells through as many outlets as possible, so
that the consumers encounter the product
virtually everywhere they go..
 Low cost convenience products
Assignment topics

Distribution strategy of
 ITC - Jeyabharathi
 Reliance - Janani
 Amul - Santhosh
 MRF – John deere
 Samsung - Veerachinnu
Thank you