1. PRESENTATION ON
DISTRIBUTION
CHANNEL OF
ASIAN PAINT

2. CONTENTS
MEANING OF DISTRIBUTION
INTRODUCTION OF INDUSTRY
INTRODUCTION OF DEALER
TYPES OF DISTRIBUTION
CHANNEL OF DISTRIBUTION
CHALLENGES FOR DISTRIBUTOR
NUMBER OF MARKETING INTERMEDIARIES

3. MEANING OF
DITRIBUTIONCHANNEL
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.

4. 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)

5. 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.

6. 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

7. TYPES OF DISTRIBUTIONCHANNEL
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

8. LEVEL OF CHANNELS
MANUFACTURER
WHOLESALER
RETAILER
CONSUMER

9. MANUFACTURER OF CONSUMER PRODUCT
AND SERVICES
CONSUMERS
AGENT
WHOLESALER
RETAILER
WHOLESALER
RETAILERRETAILER
DISTRIBUTION CHANNEL
FOLLOWED BY ASIAN PAINTS

10. mumbai
logistics
wholesaler
retailer

11. 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

12. 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,

13. 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.