Beruflich Dokumente
Kultur Dokumente
DISTRIBUTION CHANNEL
FIXTURES
DIVYAM SRIVASTAVA
JAI KHATRI
WHAT IS MERCHANDISING ?
The activity
of promoting the sale of goods at retail.
Merchandising activities may include
display techniques, free samples, on-the-
spot demonstration, pricing, shelf talkers,
special offers, and other point-of-
sale methods.
Types – Retail merchandising, Visual
merchandising, online merchandising
MERCHANDISING MANAGEMENT
Develop strategies to ensure the right
product
Is available at the right place
At the right time, in the right amount
At the right price
To satisfy the needs of the target customer
MERCHANDISE MANAGER
Advantages
- Increase sales
- Increase recognition
Disadvantages
- Lack of control of retail locations
- Intensive competition
Disadvantages
Legal implications – purchase
minimums
Missing out on possible sales
Exclusive Distribution
Disadvantage
Handle all expenses
Examples
Trade Services
“Lemonade stand”
Integrated distribution
Marketing agents
Types of Channels
Indirect Channels
Use distribution intermediaries who make a
profit off holding on to the product
Indirect
Examples
Importers
Foreign made product goes to
exclusive importer who sells to retail
outlets in a geographical area
Wholesaler
Buy products from domestic
manufacturers and sell them to retail
stores and other businesses
Retailers
Sell product to consumers
Advantages of the Wholesaler
for the Retailer
Buy in bulk – lower costs per unit
Warehousing – hold on to greater amount of product in
case needed
Risk bearing – retailer has less risk for owning large
quantitiy of a product with unknown or changing
demand
Financing – retailers don’t have to borrow money to pay
for extra stock, they can use previous sales of smaller
quantities to buy more
Buying – saves the time and effort of finding mulitple
suppliers
Transporting – Wholesalers usually deliver without
charge (in the price of the product)
Managing – Wholesalers will provide advice on
inventory management and play a major role in
controlling inventory levels for their customers
Promoting – wholesalers pass on free promotional
materials
Providing market information – they know whats hot,
what not and what is on the horizon
Retailer success
The Internet
Catalogues
Telemarketing
Television Sales
Fixtures
Things that woo and win the attention of
consumer.
Any thing that create an environment to
attract and keep the attention of shopper.
Ant thing that add convenience to the
consumer.
Types of fixtures
Straight Rack – long pipe suspended with
supports to the floor or attached to a wall.