PRESENTATION

ON
DISTRIBUTION
CHANNEL OF
ASIAN PAINT
 CONTENTS
MEANING OF DISTRIBUTION
INTRODUCTION OF INDUSTRY
INTRODUCTION OF DEALER
TYPES OF DISTRIBUTION
CHANNEL OF DISTRIBUTION
CHALLENGES FOR DISTRIBUTOR
NUMBER OF MARKETING INTERMEDIARIES
 MEANING OF
DITRIBUTION
CHANNEL
Distribution means to spread the product
throughout the marketplace such that a large
number of people can buy it.

The company that spreads its products wider

and faster into the market place at lower costs
than its competitors will make greater margins
absorb raw material price rise better and last
longer in tough market conditions.
 INRODUCTION
•Founded in 1942, Asian Paints is now India’s largest,
and Asia’s third-largest, manufacturer and supplier
of decorative and industrial coatings.

• The firm manufactures 23 paints and operates in 17

countries, supplying paint and ancillary products
to consumer and commercial markets.

• A team of 1,200 sales representatives connects with a network

of more than 35,000 dealers in India – creating unique
business challenges as the company copes with
seasonal demands and services dealers from more
than 100 company warehouses storing 3,000
stock-keeping units (SKUs)
 ASIAN PAINT
DEALER

The S. Zainuddin is the dealer of

Asian Paints. He is doing business
in paints sense 1996. They started
their business with some local
brands of paint. Now, they started
dealer ship of Asian paint in 2006.
They achieved their tasks on time.
 PRODUCTS
DISTRIBUTED BY
ASIAN PAINTS
• ASIAN PAINT – PREMIUM GLOSS ENAMEL
• ASIAN PAINT - ROYAL PLAY
• ASIAN PAINT - ROYALE LUXURY
• ASIAN PAINT - TARCTOR EMULSION
• ASIAN PAINT – APEX ULTIMATE
 TYPES OF DISTRIBUTION
CHANNEL

A set of independent organisation

in the process of making a product
or services available for use of
consumption.

 B2B DISTRIBUTION
 B2C DISTRIBUTION
 DIRECT DISTRIBUTION
 INDIRECT DISTRIBUTION
LEVEL OF CHANNELS
MANUFACTURER

WHOLESALER

RETAILER

CONSUMER
 DISTRIBUTION CHANNEL
FOLLOWED BY ASIAN PAINTS
MANUFACTURER OF CONSUMER PRODUCT
AND SERVICES

AGENT

WHOLESALER WHOLESALER

RETAILER RETAILER RETAILER

CONSUMERS
mumbai
retailer

wholesaler

logistics
 Number Of Marketing
Intermediaries
Intermediaries Basically means type of channel
members available to carry out its channel work.

We have three type –

1. Intensive Distribution
2. Exclusive Distribution
3. Selective Distribution
Intensive Distribution - Stocking the product in as many
outlets as possible.
Examples –Tooth paste, candy , coca-cola.

Exclusive Distribution - Producer give only limited

number of dealers the exclusive right to distribute its
product.
Examples – Rolex, Rolls Royce.

Selective Distribution - The use of more than one, but

fewer than all , of the intermediaries who are willing to
carry the company’s product.
Examples - Whirlpool, Asian Paints,
 CHALLENGES FOR
DISTRIBUTORS

 Disputes occur between distributors and retailers

on commission margin.
Customers demand higher service levels but don’t 
want to pay more for the additional services. 
 Demand of Asian Paints increases during the
festive season the but many a times company is
unable to fulfil the demand.
 Problem arises for the wholesalers, when the
retailers switch to other brands.