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Unit 7: Distribution Channe - Coggle Diagram
Unit 7: Distribution Channe
HUL Case Study
HUL is reinventing distribution
Focusing on 3-way product availability, brand communication, and brand experience
Segmentation of general trade
New channels like Project Shakti, Hindustan Lever Network, and out-of-home opportunities
Women entrepreneurs as direct-to-home distributors in rural India
Lakme Salons and Ayush Therapy Centres for health and beauty services.
Types of
Mediation
Intermediation
Removes intermediaries
Eliminates distributors or brokers
Connects company directly to customers
Disintermediation
Creates new intermediaries
Provides services like supplier search
Evaluates products for customers
Reintermediation
Facilitates value chain
Adds value to value chain
Connects points in value chain
Factors Influencing Distribution Decision
Market characteristics
Company characteristics
Product characteristics
Middlemen characteristics
Environmental characteristics