Distribution channel or the marketing channel plays a very
crucial role in making the product available to the end user or the final
customer who is going to consume it at the end of the day. Most of the time it
happens that marketer do not sell their goods directly to the final users, many
intermediaries performing variety of functions act between them. There is
various form of marketing channel or distribution channel. 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. Dabur pursues a medium push strategy in its distribution channel. The advertising layout for Dabur is minimal in India. Dabur in association with Real Fruit Juice concentrates on incentivizing customers instead off advertising and promotion. As a result, Real Fruit Juice regularly introduces sell in schemes, promotion coupons, festival offers etc. For instance, the online pricing of Real Fruit Juice is lesser than its store prices. Even on stores there is a discount on offer on buying certain number of Real Fruit Juice
In pull strategy, manufacturer users advertising, promotion and other forms of communication to persuade the consumer to demand the product from intermediaries, thus inducing the intermediaries to order it. Dabur follows this but up to a little extent but this has strategy has been widely use din case of Real Fruit Juice as it needed to reached out with a positive word.
Direct and Indirect Channel:
Direct channel- the type of distribution channel used by Real Fruit Juice is the direct channel in which they directly provide the finished goods to the customer without any intermediaries. Direct channel is successful when there is an extremely large market that is geographically dispersed. The direct channel is also useful when there is large number of buyers.
Real Fruit Juice was launched with the motto that it would be made easily available across the country and the motto has been well laid out. It could be found in most of their stores are and hence it is easy to reach and find. The channel followed by the company is mostly through takeaways, and online ordering. There is a conscious effort made to keep the freshness of the product as it stays in the distribution channels. They are kept in cool places and mostly in refrigerators.
Indirect distribution- In India both Dabur has not introduced any indirect channel, leaving the one purchasing of raw material.
In short it can well be said that Real Fruit Juice has one of the best distribution channels in the country and it is made sure that it is easily available even in the kirana nearby.
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. Dabur pursues a medium push strategy in its distribution channel. The advertising layout for Dabur is minimal in India. Dabur in association with Real Fruit Juice concentrates on incentivizing customers instead off advertising and promotion. As a result, Real Fruit Juice regularly introduces sell in schemes, promotion coupons, festival offers etc. For instance, the online pricing of Real Fruit Juice is lesser than its store prices. Even on stores there is a discount on offer on buying certain number of Real Fruit Juice
In pull strategy, manufacturer users advertising, promotion and other forms of communication to persuade the consumer to demand the product from intermediaries, thus inducing the intermediaries to order it. Dabur follows this but up to a little extent but this has strategy has been widely use din case of Real Fruit Juice as it needed to reached out with a positive word.
Direct and Indirect Channel:
Direct channel- the type of distribution channel used by Real Fruit Juice is the direct channel in which they directly provide the finished goods to the customer without any intermediaries. Direct channel is successful when there is an extremely large market that is geographically dispersed. The direct channel is also useful when there is large number of buyers.
Real Fruit Juice was launched with the motto that it would be made easily available across the country and the motto has been well laid out. It could be found in most of their stores are and hence it is easy to reach and find. The channel followed by the company is mostly through takeaways, and online ordering. There is a conscious effort made to keep the freshness of the product as it stays in the distribution channels. They are kept in cool places and mostly in refrigerators.
Indirect distribution- In India both Dabur has not introduced any indirect channel, leaving the one purchasing of raw material.
In short it can well be said that Real Fruit Juice has one of the best distribution channels in the country and it is made sure that it is easily available even in the kirana nearby.
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