Marketing channels are sets of interdependent organisations participating in the process of making a product or service available for use or consumption
Role of marketing channels
- Channel function and flows
- A marketing channel performs the work of moving goods from producers to consumers.
- Key channel member functions include gathering information about current customers,competitors and external forces.
- Place order to manufacturers, assume risk connected with carrying channel work, provide for buyer’s payments and negotiations.
Various intermediaries in distribution process
Channel levels
Channel distribution of Britannia biscuits
Britannia’s biscuits like goodday, marie gold, bourbon, tiger, treat, nutrichoice, 50-50, milk bikis, etc can be seen in any grocery store, retail store or supermarket. It is through its extensive distribution with the help of stockiest, wholesaler and retailer that Britannia makes its well known biscuits available for everyone to enjoy their tea with or simply as a snack. Here, the merchants, wholesaler and retailer, play the most important part in storing and selling. Since biscuit are now non-perishable due to their packaging and long shelf life, it’s easy to distribute these products making it available to the consumer whenever they want.
Britannia along with selling biscuits through traditional platforms like the ones mentioned above has taken up step like –
- Tie ups with tea shops, kiosks
- Special dedicated stores at railway stations and bus stops
- Offering smaller size packs in corporate canteens.
- Available on e-grocery platforms.
- Sponsoring biscuits in events like world’s largest tea party (indore)
- Tie-up with Amazon India to launch only super premium range of Choco Chunkies Biscuits
Britannia Marketing Blog 