DISTRIBUTION CHANNEL

GIOVANNI QUINTERO
YURI MALLID PARRA TAVERA

SENA
GESTION LOGISTICA 898985
RUTA 402084
BOGOTA D.C.
2016

TABLE OF CONTENTS
1.

INTRODUCTION................................................................................................ 4

2.

OBJECTIVES..................................................................................................... 5

2.1.

General Objective............................................................................................. 5

2.2.

Spcific Objectives............................................................................................ 5
MARKETING..................................................................................................... 6

3.

Offer and demand.......................................................................................... 6

3.1.

3.1.1. Demand projection Supermarket Gioyuyu......................................6

............................................................................................................................ 6
3.2.
3.3.

Market Demand Forecast SupermarketGIOYUYU..............................................7

Supply and Demand Study.................................................................................8

3.3.1.

Offer........................................................................................................ 8

3.3.2.

Projecting future purchases..........................................................................8

3.3.3.

Historical shopping..................................................................................... 9

3.3.4.

Compliments and Unfulfilled orders..................................................................9

Demand........................................................................................................ 10

3.4.
3.5.

Information Collection..................................................................................12

3.6.

Table data collection (interview employees and customers)La empresa cuenta con:.........12

3.7. storage chart........................................................................................... 13

3.8. distribution graph................................................................................14
3.9. internal customer Chart......................................................................14
.......................................................................................................................... 15
3.10.
4.

microsegmentation............................................................................................. 16
4.1.

Geographical segmentation:...........................................................................16

4.2.

Psychographic segmentation:.........................................................................16

4.2.1.

5.

external customer Chart..................................................................15

behavior:................................................................................................ 16

4.3.

Economically:............................................................................................. 16

4.4.

Behavioral segmentation:.............................................................................. 17

DISTRIBUTION CHANNEL...............................................................................20
5.1.

Channel Type.............................................................................................. 20

.......................................................................................................................... 21
.......................................................................................................................... 21
5.2.
5.2.1

Data sheet.................................................................................................. 21
Technical data Nescafe...............................................................................22

............................................................................................................................. 22
2

5.2.1.

Technical details Yogo yogo.........................................................................23

............................................................................................................................. 23
5.2.2.

TECHNICAL Bleacher.............................................................................. 24

.......................................................................................................................... 24
5.2.3.
5.3.

Service Data Sheet.................................................................................... 25

Routes....................................................................................................... 25

5.3.1.

Route 1................................................................................................... 25

5.3.2.

Route 2................................................................................................... 26

5.3.3.

Route 3................................................................................................... 27

............................................................................................................................. 27
6.

LEGAL FRAMEWORK FOR DISTRIBUTION......................................................27

7.

BREAKDOWN BY TYPE OF NEGOTIATION.......................................................29

............................................................................................................................. 30
8.

TYPE OF INSURANCE DISTRIBUTION..............................................................30

8.

CONCLUSION................................................................................................. 35

1. INTRODUCTION
3

The distribution channel is the system through which producers, placed at the disposal of
consumer products to acquire them. The geographical distance between buyers and sellers and
the difficulty of placing the company against a consumer, distribution necessary goods or
services from their place of production to its place of use or consumption.
The starting point of the distribution channel is the producer and its destination is the
consumer, the group of people or organizations between the producer and the end user are
intermediaries, that is why a distribution channel is formed by companies or persons which
facilitate the movement of the product which is made until it reaches the buyer who is so
generically called intermediary.
The supermarket Gioyuyu takes little time on the market but because of their great welcome
and thanks to promotions, offers and discounts are conducted daily has been positioning itself
in the market and the interest of the final consumer.
The supermarket has a direct distribution channel as he focuses on selling products to the final
consumer.

2. OBJECTIVES
2.1.
General Objective
4

Provide high customer service costs by decreasing the distribution chain in order to position
the supermarket, offering deals and affordable prices for consumers.
2.2.
Spcific Objectives

Provide the customer a Just time for the supermarket client acquires credibility,

loyalty and trust.

Reduce costs in the distribution chain in order to provide affordable prices for the

customer.
increase the level of service that is being offered to the customer.
Visible results in the distribution process.

3. MARKETING
3.1.
3.1.1.

Offer and demand

Demand projection Supermarket Gioyuyu

Figure 1 Table projection Demand

Figure 2 Figure demand projection

In the above chart shows the expected increase in demand based on sales from previous years
starting from the start of operation of the supermarket.
It will take only short, medium and long term data (1 year), (3 years) and (5 years); is
expected to close in 2015, an increase of 12.3%, by 2016 an increase of 2.2% based on the
increase in 2015 to 2018 would be the third year is expected to be 6.7% based in 2015 and for

the fifth year 2020 would be an increase of 9.4% based on 2015 demand is calculated; in the
graph a slow but steady growth is analyzed

3.2.

Market Demand Forecast SupermarketGIOYUYU

Figure 3 Demand Forecast

On the basis of sales that were made between 2012 and 2014 projected sales for 2015 we were
made, taking these data we get the percentage for each year and with this average, it was
observed the minimum stock that the supermarket should have, safety stock and maximum in
products that should have, now it suggests a classification of inventory by ABC method that
can be identified among the best sellers which is the largest movement is so you know how it
is stored in display.
3.3.

Supply and Demand Study

3.3.1. Offer

In the graphs it shows us a historic shopping the first three years and see how varied from
year to year was taken into account that it is due to the amount of sales demand
Supermarkets GIOYUYU backed and guaranteed recognized and important national
companies without leaving aside the companies in the region is as shown in the graph
purchases made during the previous three years and being progressive increase in purchases.

13. 25%
22. 42%

2012
2013

17. 33%

2014

Figure 4 purchases last 3 years

3.3.2. Projecting future purchases

As for the projection of future purchases to see that progressive increase as we see in the chart
600
500
400
300
200
100
0

compras
2012 1

2013 2

2014 3

2015 4

2016 5

Figure 5 Projection shopping

2017 6

Our major suppliers are: Servisur, Nestl Colombia SA, Colgate Palmolive, acegrasas,
Avidesa mc chicken, Bavaria, global Cacharrera, luker home supplies center, Kimberly
Colpapel, Italian grocery, grocery the 100, districomer, the palace of the pope, family, flour
mill valley, Freskaleche, Colanta, Alpina, Quala.
3.3.3. Historical shopping
According to historical shopping chart we see a favorable percentage compliance with a
broken little difference to shopping

Figure 6 Table orders

3.3.4.

Compliments and Unfulfilled orders

Figure 7 fulfilled and unfulfilled Orders

Our major suppliers are: Servisur, Nestl Colombia SA, Colgate Palmolive, acegrasas,
Avidesa mc chicken, Bavaria, global Cacharrera, luker home supplies center, Kimberly
Colpapel, Italian grocery, grocery the 100, districomer, the palace of the pope, family, flour
mill valley, Freskaleche, Colanta, Alpina, Quala.

3.4.

Demand

Demand is defined as the quantity and quality of goods and services that can be purchased in
different market prices for a consumer or all consumers (total or market demand). Demand is
a mathematical function. The demand can be expressed graphically by the demand curve. The
slope of the curve determines how increases or decreases demand to a decrease or an increase
in price. This concept is called the elasticity of the demand curve.
Regarding the elasticity, the demand is divided into three types:

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Elastic when the elasticity dela demand is greater than 1, the change in the quantity
demanded is greater than the percentage price.

Inelastic when the elasticity dela demand is less than 1, the variation of the percentage
quantity demanded is less than the price.

unit elastic when the elasticity dela demand is 1, the variation in the quantity
demanded is equal to the percentage of the price.

Independent demand:Is one that is generated from outside the company decisions, such as
the demand for finished products used to be external to the company, in the sense that
decisions of customers are not controllable by the company (though they can be influenced).
Also classified as independent demand the corresponding parts.

dependent demand:It is generated from decisions made by the company, ("Master

Production Schedule"), for example even if a demand of 100 cars for the next month
(independent demand) is forecast management may determine to manufacture 120 this month
to what carburetors 120, 120 flyers, 480 wheels, etc. were specified The demand of
carburetors, steering wheels, wheels is a dependent demand of the decision taken by the own
company to manufacture 120 cars.
Factors affecting demand:

Personal taste

11

 Product price
Price of other goods
sociological factors

The future

It requires market research to obtain a stable and competitive product.

Having the knowledge of the demand either a product or a service you want to market can
still go to their acceptance in the market without any variables affecting productivity.

3.5.

Information Collection

The GIOYUYU supermarket is located in the city of Bogota headquarters is a company which
has a private capital, this supermarket offers products and services at low cost and is
competitive with other companies in the market.
At this point the problem that the supermarket is storage and attention to their customers and
they say that attention is not very good and are rising product costs and in some products is
not competitive with other local supermarkets.
inspected thoroughly to identify what the problems are, the collection of the data was
performed through employee interviews which showed us the following information is
performed:

12

3.6.

Table data collection (interview employees and customers)La empresa cuenta con:

In the storage area: 5 people

In the range: 3 people
In the area of customer:
ATMs: 4 people
Auxiliary: 2 people
All were interviewed, plus the interview was conducted 20 clients.

Figure 8 internal client Interview

3.7.

storage chart

For the storage of products, the supermarket stores through metal shelving and divided by
product, have staff which is responsible for carrying out the supply of gondolas in point of
sale and warehouse organization.
13

Figure 9

3.8.

Storage

distribution graph

Implementando el software para la comunicacin interna del personal ha ido cambiando

paulatinamente la correcta distribucin y la informacin enviada.
Se est manejando un Just Time para el manejo interno del producto ya que se est obteniendo
informacin adecuada y en tiempos correctos y as se est evitando el desabastecimiento.

14

Figure 10 Distribution

3.9.

internal customer Chart

It has been slowly changing the relationship between the internal customer and has
provided more training and tools have been provided to internal customers productive
for the company.

15

Figure 11 Internal Customer

3.10.

external customer Chart

With internal customer training has improved customer service, obtaining satisfaction and
confidence in the products offered.

Figure 12 External Client

4.
microsegmentation
4.1.
Geographical segmentation:
analysis area in which is located the supermarket there throws 1 supermarket large surface
(Surtimax) about 500 meters. and a local supermarket (the gazebo) about 700 meters which
are direct competition from the supermarket Gioyuyu addition to the previously mentioned
are neighborhood stores.

4.2.

Psychographic segmentation:

4.2.1.

behavior:
16

The segmentation of consumers according to their knowledge against a specific

product or how it reacts to Abide must be analyzed in depth. One way to do this is
through consumer groups (focusgroup), which is made according to the benefits they
seek or to the occasion when using a product.
4.3.

Economically:

You must know the social class of potential customers what their occupations and income are
In order to establish what kind of guests the supermarket and know what kind of products are
the best sellers, following the analysis we performed the following question to some
customers.

I were asked to 10 housewives What is fixed when buying a product?

A. Quality
b. Price
c. Brand

17

Figure 13 External Customer Survey

90% of housewives agree that what most want is price and quality and only 60% of
housewives seeking brand, so it is concluded that the best solution is to buy in high volumes
to improve prices without having to buy low-quality products and do not leave marks on one
side.

4.4.

Behavioral segmentation:

Se realizaron dos preguntas a clientes de diferentes edades para saber qu tipo de inventario
estacional se debe mantener para que en las fechas especiales sea exhibido.

two questions to customers of different ages to know what kind of seasonal inventory must be
maintained for the special dates to be displayed were made.

1. What are the special dates that you buy details?

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a.. Women's Day

b. Men's Day
c. Children's Day
d. Mother's Day
and. Father's day
F. Love and friendship
g. Halloween
h. Christmas

Figure 14
Dates

Survey Special

It is noted that

the date of love

and friendship that is in September is where else should have stock on this date, the major
second is the day of the mother and this date is competitive with Halloween on this date
should be enough stock of candy that is what most commercialized, the third important date is
christmas and there is important to lanterns, candles for sale.

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2. You who give special dates?

A. chocolates
B. Teddies
C. Sweets
D. candles

Figure 15 Survey types Gift

It can be seen in the graph that the best selling products on special dates are chocolates client
is inclined by 65% for the chocolates.

5.

DISTRIBUTION CHANNEL

20

5.1.

Channel Type

There are two types of distribution channel in direct and indirect channel; the direct channel is
used when there are no intermediaries (producer-consumer final); the indirect channel is
divided into two short parts that is when it is formed by two links (producer-consumer brokerfinal) and long when formed by various intermediaries (producer-consumer wholesale-retailfinal).
While the supermarket is a link in the chain and with him an indirect channel either short or
long is created (as appropriate) for each of the companies that sell their products through
Gioyuyu; the supermarket has a direct channel which is established by that does not use
external intermediaries or agents thereof for distribution of the products offered in it.
Direct channel graphic
Supermarket

final consumer

5.2.

Data sheet

Because the supermarket offers a variety of grocery products a product, dairy product and a
product for grooming was taken, in order to summarize the products.
21

5.2.1

Technical data Nescafe

22

Figure 16 Technical Nescafe

5.2.1. Technical details Yogo yogo

23

Figure 17
Technical details yogo yogo
5.2.2. TECHNICAL Bleacher

24

Ilustracin 1 Ficha Tcnica Blanqueador

25

5.2.3.

Service Data Sheet

Figure 19 Service Data Sheet

5.3.

Routes

It is a supermarket that has managed to get a good reception has managed clients from
different parts of the city for its low prices, its offerings and the shuttle service offered by the
supermarket purchases made on it.
In the delivery of the products you can display three types of routes which are the following
5.3.1. Route 1.
One of the routes mapped can see in the illustration, which is a route that goes from
the supermarket that is located in the neighborhood Tunjuelito to Alamos, the distance
traveled is 17.8 km with approximately 41 minutes; This duration depends on the
vehicular traffic to the end zone consumer.

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Figure 20 Route Tunjuelito - Alamos

5.3.2. Route 2
Another mapped routes can be viewed in the figure, which is a route that goes from
the supermarket that is located in the neighborhood Tunjuelito to Fontibon, the
distance traveled is 14 km with approximately 25 minutes; This duration depends on
the vehicular traffic to the end zone consumer

Figure 21 Route Tunjuelito - Fontibn

5.3.3. Route 3.

27

one of the mapped routes can be viewed in the figure, which is a route that goes from the
supermarket that is located in the neighborhood Tunjuelito to Molinos, the distance traveled is
3.2 km with approximately 25 minutes; This duration depends on the vehicular traffic to the
end zone consumer

Figure 22 Route Tunjuelito - South Mills

6.

LEGAL FRAMEWORK FOR DISTRIBUTION

In Colombia logistics distribution is regulated by the transport ministry and the ministry of
commerce, industry and tourism CONPES 3547 in this document, the National Planning and
resolution No. 004100 of 2004, the transport ministry regulates weight limits in the

28

automotive transportation vehicles (planning, 2008) for the identification of the vehicle and
the load developed a Colombian Technical Standard stated below, describes:
Transport of Dangerous Goods. Classification, Labelling and Marking whose Colombian
Technical Standard NTC is 1692. Prepared by the National Agency for Standardization The
Ministry of Transport through an agreement with the National Standards Body ICONTEC
elaborated with the support of the Colombian technical private enterprise standards, including
the specifications minimum that must meet both the vehicle and the product and tests that
must be submitted packagings containing dangerous goods; in addition to the instructions on
the packaging / packaging
modalities for air, sea and land transport by road. (NATIONAL)
The estimate of freight costs for the various export corridors and for different operational
players in the transport chain of automotive cargo, should be based on the conditions set out
in Decree 2663 of 2008 and Resolution 003 175 2008 the Ministry of Transport.
To determine the proportional amount corresponding them to take the port companies, port
operators, piers, holders of the authorization obtained prior to the law 1, 1991 and other
authorized, must take into account the operating costs of the ports and transport for
inspection, monitoring and control of the respective subsector.
Additionally Law 769 of 2002, establishes penalty of a fine equivalent to thirty (30) SMLDV,
immobilisation of the vehicle and suspension of license
Logistic distribution: 44 Merchandise and materials AGGREGATE driving up to six (6)
months the driver of a motor vehicle transporting cargo than authorized weight blanket
provision that all events referred to in his communication. According to the superintendency
of ports and transport Article 4.Modify Article 27 of Decree 173 of 2001el which will read:
ARTICLE 27: MANIFESTO OF CHARGE

29

Enabled transport company, natural or legal person, directly issue the cargo manifest for all
automotive cargo land transportation is provided as a public service radio or inter national .

7.

BREAKDOWN BY TYPE OF NEGOTIATION

Being a commercial establishment, the supermarket should provide its customers with an
invoice for the purchase of each product that is made in the establishment; the customer
can make payment sodexo bonds, credit and debit cards or cash at the point of sale.On the
other hand when supermarket sales are made online should be aware that the customer
must pay cash on delivery at the address provided by customers.In the next picture you
can display the minimum data that should bring the bill.

30

Figure 23 Supermarket Sales Invoice

8.

TYPE OF INSURANCE DISTRIBUTION

To avoid problems at the time of an accident, you need to opt for the purchase of an insurance
policy, which covers damages before third parties who may be customers, suppliers or
employees; this policy also ensures the real value of the goods, appliances, machinery and
equipment, which is part of the supermarket.
To the supermarket, have insurance should be seen as an investment that serves to have a
backup deal with unexpected situations.

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Therefore you must purchase the multi-risk insurance policy with the company Aseguradora
Solidaria de Colombia. 8.1. Insurance object:
Protect the insured against loss or damage arising from accidental, sudden and unexpected
way, when presented in a property during the period of insurance.
Cater to the needs of protection of both material goods and the heritage of different sectors of
the economy at national level.
8.2. Scope of Insurance:
Coverage within Colombian territory.
Multirriesgo Solidarity:
This policy is designed to meet the needs of small and medium enterprises in the state,
commercial, industrial and service sectors.
Solidarity Multirriesgo common areas:
This policy is designed to meet the needs of small and medium enterprises in the state,
commercial, industrial and service sectors.
8.3. coverage:
Comprehensively protects the insured property and assets of companies, condominiums and
state risks guaranteeing their integrity and functioning.
8.4. Amparo basic coverage:
* Fire, lightning and annexes

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* Explosion.
* Drowning and Avalanche
* Water damage.
* Hurricane, strong winds, hail and smoke
* Impact or shock (of land vehicles or animals, aircraft fall, falling trees).
* Acts of authority
Additional Coverage:
* Riot, civil or popular commotion, strike, malicious acts and terrorism third
* Earthquake, earthquake, volcanic eruption, tidal wave or tsunami
* Machinery Breakdown
* Accidental breakage of flat glass
* Subtraction (with and without violence)
* Electrical and Electronic Equipment
* Transport of values
* Merchandise transports
* Tort Liability
* Global Commercial Management

33

* Business Interruption
Additional protections in case of accident:
* Removal of debris
* Expenses for the preservation of goods
* Expenses for the extinction of the incident
* Professional fees
8.5. Advantage:
* Our Multiriesgo sure, collects all the experience of the insurance industry to provide
comprehensive coverage and protection.
* Each section provides comprehensive coverage for different sectors of the economy.
* The clauses of our policy Multiriesgo is dynamic, customer allows you to design your
policy, according to their need for protection.
* We have the best overall product for solidarity sector entities.
* Each alternative insurance is designed to cover and fit the budget and needs of our
customers.
* In Solidarity Colombia Aseguradora we strive to make our customers understand the
importance of being well protected and to protect those around him.
* Our Multi-risk insurance allows policyholders easily identify the scope of protection.

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* Ease and flexibility in the payment of the claim.

Implement policies and restrictions of the product.
Web: https://www.aseguradorasolidaria.com.co/seguro_multiriesgo

24 illustration insurance

Figure 25 Image type Policy

35

8. CONCLUSION

The distribution channel is the means by which you get the products and services from
manufacturers to the end customer, decisions on distribution channels give products the
benefits of the place and time benefits the consumer.

A benefit of place means bringing the product closer to the consumer through a request in the
network or phone, to avoid consumer travel long distances and thus greater loyalty and satisfy
a need.

The benefit of place we can see from two perspectives: the first considers the products whose
purchase is favored when they are very close to the consumer, which is not willing to make a
great effort to obtain them.

The supermarket distribution channel aims to minimize costs, improving customer service and
meeting the different needs depending on the demand for products and segmentation; this
because they must have all kinds of products and affordable prices to all types of people
visiting the supermarket.

It should take into account the different factors that can affect the distribution channel and
address these elements should have control to minimize the risks and thereby reduce costs to
be competitive in today's market, where gradually competition is gaining ground in the area
by modernization and the ability to minimize the costs of the distribution chain.

36