proj ect on distribution channel of malayala manorama co.

ltd
Product distribution (or place) is one of the four elements of the marketing mix. An organization or set of organizations (go-betweens) involved in the process of making a product or service available for use or consumption by a consumer or business user. Distribution is a very important component of Logistics & Supply chain management. Distribution in supply chain management refers to the distribution of a good from one business to another. It can be factory to supplier, supplier to retailer, or retailer to end customer. It is defined as a chain of intermediaries, each passing the product down the chain to the next organization, before it finally reaches the consumer or end-user. This process is known as the 'distribution chain' or the 'channel.' Each of the elements in these chains will have their own specific needs, which the producer must take into account, along with those of the all-important end-user. channel of distribution or trade channel is defined as the path or route along which goods move from producers or manufacturers to ultimate consumers or industrial users. In other words, it is a distribution network through which producer puts his products in the market and passes it to the actual users. This channel consists of :- producers, consumers or users and the various middlemen like wholesalers,selling agents and retailers(dealers) who intervene between the producers and consumers. Therefore,the channel serves to bridge the gap between the point of production and the point of consumption thereby creating time, place and possession utilities. These channels of distribution are broadly divided into four types:Producer-Customer:- This is the simplest and shortest channel in which no middlemen is involved and producers directly sell their products to the consumers. It is fast and economical channel of distribution. Under it, the producer or entrepreneur performs all the marketing activities himself and has full control over distribution. A producer may sell directly to consumers through door-to-door salesmen, direct mail or through his own retail stores. Big firms adopt this channel to cut distribution costs and to sell industrial products of high value. Small producers and producers of perishable commodities also sell directly to local consumers. Producer-Retailer-Customer:- This channel of distribution involves only one middlemen called 'retailer'. Under it, the producer sells his product to big retailers (or retailers who buy goods in large quantities) who in turn sell to the ultimate consumers.This channel relieves the manufacturer from burden of selling the goods himself and at the same time gives him control over the process of distribution. This is often suited for distribution of consumer durables and products of high value. Producer-Wholesaler-Retailer-Customer:- This is the most common and traditional channel of distribution. Under it, two middlemen i.e. wholesalers and retailers are involved. Here, the producer sells his product to wholesalers, who in turn sell it to retailers. And retailers finally sell the product to the ultimate consumers. This channel is suitable for the producers having limited finance, narrow product line and who needed expert services and promotional support of wholesalers. This is mostly used for the products with widely scattered market. Producer-Agent-Wholesaler-Retailer-Customer:- This is the longest channel of distribution in which three middlemen are involved. This is used when the producer wants to be fully relieved of the problem of distribution and thus hands over his entire output to the selling agents. The agents distribute the product among a few wholesalers. Each wholesaler distribute the product among a number of retailers who finally sell it to the ultimate consumers. This channel is suitable for wider distribution of various industrial products.

Company Profile
Malayala Manorama Co. Ltd, incorporated in 1888, is a newspaper and magazine publisher based in Kerala, India. The Malayalam Manorama title, published in the Malayalam language, has the sixth largest readership in India at 12.9 million (IRS Round 2 2009) and a circulation of 1.5 million (NRS, 2006). Malayala Manorama publishes a Malayalam language daily newspaper with a daily readership of 12.6 million (IRS Round 1 2009), mainly in the state of Kerala. It also has an online version, manoramaonline.com, which attracts 14 million page views per month (May 2009)Malayala Manorama (Malayalam: ) is a daily news paper, in Malayalam language, published in the state of Kerala, India. It was first published as a weekly on 14 March 1890, and currently has a readership of over 16 million (with a circulation base of over 1.8 million copies)[citation needed]. The Malayalam word "manorama" roughly translates to "entertainer". The Week (India), an Indian weekly is also brought out by the Manorama Group. Manorama Yearbook is another popular yearly publication by the Kottayam- Kozhikode based Manorama Group. It has 32 publications all over India in five languages (English, Hindi, Malayalam, Tamil and Bengali) SCOPE: distribution channel malayala manorama co.ltd kerala cochi OBJECTIVE: To understand the distribution channels of malayala manorama co.ltd SAMPLE METHODS:by conducting survey and personnel interview LIMITATIONS:limited to malayala manorama co.ltd limited time.