DISTRIBUTION

Distribution channel or the marketing channel plays a very crucial role in making the product available to the final customer or the target consumer. There are various types of marketing channels or distribution channels. These are:-

 Push and Pull Strategies:

In Push Strategy, manufacturer uses his sales force, trade promotion, money or other means to include intermediaries to carry promote and sell its products to end users. MAGNUM does not include any push strategies.

In Pull Strategy, manufacturer users advertising, promotion and other forms of communication to persuade the consumer. This is the form of communication MAGNUM prefers and uses. Magnum uses pull strategy as there is high brand loyalty and high involvement in the category. Kwality wall’s adopts pull strategy to persuade the consumers to demand the product from the intermediaries. It uses advertising, promotion and other forms of communication for generating the demand for the product. It also uses an exhaustive distribution network that includes kiosks, carts and stores spread across streets, malls and theme parks.

Direct and Indirect Channel:

Direct channel-In this type of distribution channel the direct they directly provide the finished goods to the customer without any intermediaries in between.

Indirect distribution- Indirect distribution channel consist of one or more intermediaries between the manufacturer and the final customers. MAGNUM uses indirect distribution for its products. 

 PRODUCER – DISTRIBUTOR – RETAILER - CUSTOMER.

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