DISTRIBUTION

DISTRIBUTION

Distribution is the process of transferring of goods from the point of manufacture to the point of sales. A product should be available at the right place at the right time and in right condition, so a distributor make sure about its availability.  Role of distribution channel is vital in covering the market and for the sales of the product. 

Direct & Indirect channels:

In direct channel, seller directly sells to the buyer without employing the intermediaries. Seller saves extra costs by eliminating intermediaries and develops more personal relation with the customer. It limits the scope of gaining mass distribution through wholesaler and retailers.

While, indirect channels consists of smaller organizations which acts as intermediaries in the distribution of goods and services. Agents, wholesalers, retailers and other distributors are facilitators who makes product available to consumers across various geographical regions through departmental, supermarket and retail outlets.

Push and Pull Strategies of Distribution:

In Push strategy, manufacturer's sales force and trade promotion techniques like discount coupons, festival offers and schemes, comes into play. They push the product to consumers and drive sales.

On the other hand, pull strategies are targeted at attracting the customers towards the products by way of advertising and other forms of communication. 

Bru follows the policy of extensive distribution through indirect channels because it has a large customer base. 

Its general trade comprises of-

1. Groceries shops
2. Chemist stores
3. Wholesalers
4. Kiosks
5. General stores

Special displays at-

1. Hotel
2. Restaurants
3. Airport
4. Railways
5. Mall 
6. Concerts
7. Trade shows
8. College events