2. DEFINITION
 Philip Kotler, “Every producer seeks to link together
the set of marketing intermediaries is called
marketing channel(also trade channel or channel of
distribution).”
 Cundiff,Still & Govani, “Marketing channel are
distribution network through which producers
products flow to the market.”
 The way through which the goods and services are
distributed from manufacturer to the customer are
called channel of distribution.

3. Type of marketing channel
 Intensive distribution - Where the majority of resellers
stock the 'product' with convenience products, for
example, and particularly the brand leaders in consumer
goods markets (price competition may be evident).
 Exclusive distribution - Only specially selected resellers
or authorized dealer (typically only one per geographical
area) are allowed to sell the 'product'. In this retailers are
restricted to keep only one manufacturer's products, e.g.
exclusive outlets of cars, apparels and jewellery, etc

4. CONTINUE……………..
•Selective distribution - This is the normal pattern (in both
consumer and industrial markets) where 'suitable' resellers stock
the product. In this case retailers can keep the competitors
products in their outlets e.g. furniture etc.

6. Manufacturer Consumer
Manufacturer Retailers Customers
Manufacture Wholesalers Retailer Customer
Manufacture Wholesalers Jobber Retailers Customers

8. Manufacturer Industrial customer
Industrial Industrial
Manufacturer
distributers customers
Manufacturer’s
Manufacture representative or sales Industrial customer
branch
Manufacturer’s
Industrial Industrial
Manufacturer representative or
distributer customer
sales branch

9. FUNCTIONS OF DISTRIBUTION CHANNELS
Information: gathering and distributing marketing
research and intelligence information about factors and
forces in the marketing environment needed for
planning and aiding exchange.
Promotion: developing and spreading persuasive
communication about an offer.
Contact: finding and communicating with prospective
buyers.
Matching: shaping and fitting the offer to the buyer’s
needs, including activities such as manufacturing,
grading, assembling and packaging.
Negotiation: reaching an agreement on price and other
terms of the offer so that ownership or possession can be
transferred.

11. Factors related to the
manufacturer
•Financial resources
•Marketing experience and managerial ability
•Goodwill
•Size of the enterprise
•Desire to control
Factors related to the product
•Perishability of product
•Ordered products
•Price per unit
•Weight
•Technical nature of product

12. Factors related to the market
•No of consumers
•Regional concentration
•Size of orders
•Nature of market
•Policies of competitors
Factors related to middlemen
•Availability of desired middlemen
•Sales possibilities
•Cost consideration
•Marketing policies and strategies
•Services provided by middlemen
Environmental factors

14. OVERVIEW
•The company was incorporated in 1995 by Tom
Monaghan.
•Second largest pizza chain in the united states.
•About 9,700 corporate and franchised stores in
70 countries and all 50 U.S states.
•Domino’s pizza outlet in India opened in Jan ,1996
in new Delhi.
•Close to 207 outlets at present spread across 45
cities of India.
•70% of its revenue comes from home delivery
service and around 30% is over-the-counter sales.
•Revenue in 2008 is $ 1.425 billion USD.

15. PRODUCTS
Pizzas
Pastas
Chocó Lava Cake
Beverages (tie-up with coca cola)
Cheese Dips
Breadsticks
Chicken wings

16. OPERATIONS
•Indian operations are ranked number one for the past three
years.
•Delivers an average of 1 million pizzas per day.
•Over the last 2 years they opened 15 stores in 15 new cities.
•The company operates in the segment:-
1.)Domestic stores
2.)Domestic supply chain
3.)International
1.)Domestic stores
•Uses its company owned- stores as a testing ground for new
products and technologies which may then be passed onto
franchisees.
•Generates income from company owned stores in the form of
store profits.

17. Continue…………
2.)Domestic supply chain
•Vertically integrated supply system
•Automatic delivery of raw materials cuts out a lot of the
"back of store activities”.
•Helps in keeping down food costs

18. DISTRIBUTION @ DOMINO’S
Pizza dough processed from the wheat is then sent to the retail
outlets again refrigerated
Trucks.
LOGISTICS
Logistic requirement for sending frozen foods ,at a temperature
of -18 degree Celsius and of refrigerated trucks in which foods is
sent at a temperature range of between 1 to 4 Degree Celsius.

19. RETAIL OUTLETS
1.Regular stores
2.Super stores: High traffic, more counters
3.Express stores: Those where people were
expected to walk in and order than ask for
home delivery

20. REGION WISE DISTRIBUTION
NORTH
EAST CENTRE WEST
SOUTH

22. DISTRIBUTION @ DOMINO’S
Dough balls processed
HUB AND SPOKE
from wheat are sent to Frozen food sent at -18
MODEL with
retail outlets in degree celsius
commissaries as hubs.
refrigerated trucks