DISTRIBUTION NETWORK

OF CONSUMER DURABLE
GOODS

PRESENTED
BY
PARAG BISAWA
PRASANNA K.
ANAMIKA LAD
CHETAN MORE
DHARM PRAKASH
 The combination of institutions through which
a seller market products to the users or
ultimate customer.
 Middle Man
 Merchant Middle Man
 Agent
 Wholesaler
 Retailer
 Manufacturer’s Agent
 Distributor
 Cost saving
 Time saving
 Customer convenience
 Customer can buy in small quantity
 Reseller helps in boosting sales
 Customer receives financial support
 Reseller provides valuable information
 Distribution Channel
Manufactu Consume
re rs
Manufactu Consume
Retailer
re rs
Manufactu WholesalRetaile Consume
re e r rs
Manufactu Retaile Consume
Agent
re r rs
Manufactu Agen Wholesal
Retailer
re t e Consumer
s
• Goods that have a useful life of more than
three years
• long-lasting

• Expensive items
 Consumer Consumer
Services Corporate
Products Durables

Lower values Higher values Indeterminate No value

Frequent purchase Infrequent Indeterminate Variable

Narrow/Broad Narrow Target Variable Very wide/

Target customer Customer variable
Electronics :
TVs, VCD players and audio systems etc.
Consumer Appliances (White Goods) :
like refrigerators, washing machines, air conditioners
(A/Cs), microwave ovens, vacuum cleaners and dishwashers.
 • Multi-touch
Superior
interface
ease-to-
use • Click-wheel

• Mac OS X operative
The company leverages system developed in-
house
its unique ability to
Seamless • Dedicated software and
develop its OS,
integration drivers
hardware, application
SW and services
• All time design icon:
iPod, iMac
• The greenest
Innovative electronic company
industrial
design
 B2B CUSTOMERS

SME Education Enterprise & Gov.

Added Added Direct Direct Offer

On-line On-line On-line
Value Value sales sales solicitati
store store store
Reseller Reseller force force on

Not sold through Need for consultancy and Shorter channel due to the
direct sales force assistance active role of Apple in the
due to small volume Crucial consultant role design of this systems
High level of Use in educational On-line services for
service environment also has a companies similar to Dell
Channel with high promotional dimension Governments buy mainly
level of control through tenders
from Apple
 B2C CUSTOMERS

Stores Resellers Large distribution On-line store

(274) (3000) (320) (36 Countries)
More Drives Absence of
Give High differentiation Visibility Mass
capillary huge
high service distributio volumes avoided on web & customizat
visibility level through worldwide ion
n of traffic corners

Flagship stores Serving local Very problematic, due to With one store acce
95% of communities inexistent purchasing
customers don’t Zero investment from experience
consider Mac Apple Selected retailers only
High quality (best Buy)
experience Separate space, serviced
by Apple staff
Branch Forecast
Consolidation at
H.O.
Mfg Plant

Stock
Allotment

Dispatch

Warehouse

Customer
 ROAD + SEA + ROAD

 ROAD + RAIL + ROAD

 ROAD + SEA + ROAD
Mohali

Mundra

Kandla Mumbai

Kochi
oading in Container Unloading Container
On Railway Rack Unloading At Rly W/H

Mohali Station
Station Shalimar
 Most suitable for Major Distributor supply who need
Full Truck Loads.
 Reduces Inventory at W/H level.
 Reduces handling and operational cost.
 Improve quality of service and customer satisfaction
Factory Dealer Stock
 Multichannel  Needs coherence
shoppers are more  Database
valuable management is
 Multichannel crucial
shoppers are more  Cooperative
loyal corporate culture
 Multichannel
strategy strengths
the brand