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DISTRIBUTION NETWORK
OF CONSUMER DURABLEGOODS
PRESENTEDBYPARAG BISAWAPRASANNA K.
ANAMIKA LAD
CHETAN MORE
DHARM PRAKASH
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The combination of institutions through whicha seller market products to the users or
ultimate customer.
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Middle ManMerchant Middle Man
AgentWholesalerRetailerManufacturers AgentDistributor
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Cost savingTime savingCustomer convenienceCustomer can buy in small quantityReseller helps in boosting salesCustomer receives financial support
Reseller provides valuable information
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Distribution Channel
Manufacture
Consumers
Manufacture
Manufacture
Manufacture
Manufacture
Consumers
Consumers
Consumers
Consumers
Retailer
Retailer
Retailer
Retailer
Wholesale
Agent
Wholesale
Agent
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Goods that have a useful life of more than
three years
long-lasting
Expensive items
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ConsumerProducts
ConsumerDurables Services
Corporate
Lower values Higher values Indeterminate No value
requent purchase Infrequent Indeterminate Variable
Narrow/Broadarget customer
Narrow TargetCustomer
Variable Very wide/variable
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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.
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Superiorease-to-
use
Seamlessintegration
Innovativeindustrial
design
The company leverages
its unique ability to
develop its OS,
hardware, application
SW and services
Multi-touch
interface
Click-wheel
Mac OS X operativesystem developed in-house
Dedicated software anddrivers
All time design icon:iPod, iMac
The greenestelectronic company
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B2B CUSTOMERS
SME
AddedValue
Reseller
On-linestore
Education
AddedValue
Reseller
On-linestore
Directsalesforce
Enterprise & Gov.
Directsalesforce
On-linestore
Offersolicitati
on
Not sold through
direct sales forcedue to small volumeHigh level of
serviceChannel with high
level of control
from Apple
Need for consultancy and
assistanceCrucial consultant roleUse in educational
environment also has a
promotional dimension
Shorter channel due to the
active role of Apple in thedesign of this systemsOn-line services for
companies similar to DellGovernments buy mainly
through tenders
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B2C CUSTOMERS
Stores
(274)
Givehigh
visibility
Resellers
(3000)
Highservicelevel
Morecapillary
distribution
Large distribution
(320)
Driveshuge
volumesof traffic
Absence of
differentiationavoidedthroughcorners
On-line store
(36 Countries)
Visibilityon web &worldwide
Masscustomizat
ion
Flagship stores95% of
customers dont
consider Mac
Serving local
communitiesZero investment from
AppleHigh quality
experience
Very problematic, due to
inexistent purchasing
experienceSelected retailers only
(best Buy)
Separate space, servicedby Apple staff
With one store acce
h
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Branch ForecastConsolidation at
H.O.
Mfg Plant
Stock
Allotment
Dispatch
Warehouse
Customer
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ROAD + SEA + ROAD
ROAD + RAIL + ROAD
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Kandla Mumbai
Mundra
Mohali
Kochi
ROAD + SEA + ROAD
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MohaliStation
StationShalimar
W/HUnloading At RlyUnloading Container
On Railway Rackading in Container
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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
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Dealer Stock Factory
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Multichannel
shoppers are more
valuable
Multichannelshoppers are more
loyal
Multichannelstrategy strengths
the brand
Needs coherenceDatabase
management is
crucialCooperative
corporate culture
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