MARKETING CHANNEL MANAGEMENT

FOOD CHAIN

ACKNOWLEDGEMENT
We, Group 4, really grateful to Prof. Subrat Sarangi for advising us and introducing the project to us in a easy to understand way which has helped us to complete our project easily and effectively on time.
We are very obliged to Prof. Subrat Sarangi for giving us an opportunity to work on this project which has provided valuable information of our constitution . Thank you.

CONTENTS
Introduction Importance of a channel Functions Marketing channel management Food chain : DALMA Structure Point of source Conclusion

INTRODUCTION
A marketing channel is a set of practices or activities necessary to transfer the ownership of goods, and to move goods, from the point of production to the point of consumption and, as such, which consists of all the institutions and all the marketing activities in the marketing process.

The Importance of Marketing Channels

Intermediaries make distribution and selling processes more efficient.
Intermediaries offers supply chain partners more than they could achieve on their own.
Market Exposure Technical Knowledge/Information Sharing Operational Specialization Scale of operation

Channel Efficiency: How Intermediaries Reduce the Number of Channel Transactions

Other Key Channel Functions

Matching Needs with Products Physical distribution & Logistics Financing Risk taking

Consumer and Business Marketing Channels

MARKETING CHANNEL MANAGEMENT

The process by which a producer or supplier directs marketing activity by involving and motivating parties comprising its channel of distribution.

FOOD CHAIN : DALMA

Till the year 2000, there was not a single organized Odiya Cuisine restaurant any where. Typical Odiya food was not available to the locals or the tourist. Observing the need for an Odiya cuisine restaurant the promoters of this restaurant decided to address this niche market and open an Odiya cuisine restaurant named DALMA. On the auspicious day of Chandan Jatra, in 2001, DALMA, the first ever organized Odiya cuisine restaurant opened its door to the public.
While deciding a name for the outlet, special care was taken to identify an element that registers an instant relation with Orissa and its food. DALMA the house hold Odiya dish name was selected to be the brand of this outlet. Considering the success of this restaurant and popularity of the food served therein, today DALMA is a brand. Truly Odiya, developed, promoted and grown from the state of Odisha.

Mission
While most of the states in India, have there own distinct cuisine, Odisha had failed to establish its cuisine in the state and out of it, till DALMA came into existence. The objective of this chain of restaurants is to popularize Odishan cuisine, Odishan culture and Odishas tradition beyond Odishas boundaries. Let the world know there is a cuisine here in this east coast of India where food is less spicy, less oily, yet delicious. Be it veg or non vegetarian cooking, Odishan cuisine have a clear and distinct recipe, that stand out in the crowd.

Operation
Dalma is presently running three outlets in Bhubaneswar (Madhusudan Nagar, KIIT Square, Chandrasekharpur and Lewis Road) and one each in Rourkela, Puri and Bengaluru.

STRUCTURE
Head Office Standardized channel Less price Credit base Advertisement Internet Marketing Promotional ideas

Producer

Distributor

Nestle, MDH , kalinga force, etc

Wholesaler

Sahoo Grocery Shop

Retailer

Panda Babu

Consumer

Dalma

Point of Source
Patia Branch of Dalma Mr. B.N Barik (branch manager) www.dalmahotels.com

CONCLUSION