Distribution process

DISTRIBUTION PROCESS

MANUFACTURER

After manufacturing company sends its products to SKUs and C&F agents all over India to distribute it to the distributor

SKUs AND C&F AGENTS

They act as moderators between distribution and manufacturing company. Company itself has establishes its warehouse where they keep their product and then sku distribute the product in the market. It also provides them about demand behaviour in the market

DISTRIBUTOR

It si most essential link between retailer and manufacturer. They enjoy higher level of expertise and have more knowledge than manufacturer. They also act as advisors and save cost of logistics. Dsitributor of dettol-P K agencies with a profit margin 3-5%. The distributor work according to the area chart plan decided by the company and distributor sales personnel

RETAILER

It is most important as its effectiveness is linked will only benefit others so as to survive in the competitive market. It is the final link where the companies effective marketing strategy will decide the demand and will make the public aware of its existing product as retailers are medium for product display. For dettol their share is 7-8%

SUGGESTIONS

• Exclusive outlet:An exclusive branded showroom concept with emergency first aid centre across tier 2 and 3 towns. Other Reckitt products can also find place. A kind of cause related marketing. It can also be a channel partner managed outlet.
• Tie ups:Tie up with others giving first aid facilities like amusement parks, in car first aid kits etc. Visibility will increase the mind share further.
• Specialty advertising can be the future: It means max coverage and low cost.