while selecting

Distribution methods and

channels

-PRIYANKA DAS
ROLL NO-156
11Cs :
Company objectives
Culture
Competitors
Customer
Communication
Control
Continuity
Capital
Character
Coverage
Cost
11 Cs
I. Company Objectives
Prefers to cater to customer needs in a vast stretch at
the shortest route possible with high satisfaction
II. Culture
Market must analyse existing channel structures or what
might be called the distribution culture of a market
III. Competitors
Close look at the competitive landscape and our potential
competitors
IV. Customer
. Lifeblood of every business
. Need to analyse the market to understand what
customer segmentation looks like now
V. Communication
Need to communicate with customers in new markets
through a number of channels
11 Cs:
VI. Control
Ability to manage the distribution channels
Many a times enterprises set up their own
distribution system to ensure control of the
companys distribution.
VII. Continuity
Life of the distribution channels to choose which
method of distribution to apply in order to ensure the
smooth flow of the sales channel and stability
VIII. Capital
Marketers financial strength will determine the type of
channel and the basis on which the channel
relationships will be built
IX. Character
Corporate identity and the target market
characteristics
11 Cs:
X. Coverage
To achieve the target goals
Reach the target market share
To achieve a satisfactory market penetration
XI. Cost
Each step of channel of distribution adds more value
than cost.
If channel adds more cost than value, then suppliers
and customers will attempt to take over the
functions of inefficient channel members