When a manufacturer employs one or more intermediary to move goods from the point of production to the point of consumption, the distribution network is called indirect. This may take any of the following forms, which is explained by taking the example of HIV/AIDS control campaign.
Manufacturer-Retailer Consumer (One Level Channel): In this form of arrangement one intermediary i.e., retailers is used between the manufacturers and the customers. That is, goods pass from the manufacture to the retailers who, in turn, sell them to the final users. This type of distribution network enables the manufacturers to cover wide area of market while retaining control over the Channels.
Example: One level channel
Manufacturer ------- Retailer ------------- Customer HIV/AIDS Control Board-----ASHA workers------Customer
Manufacturer-Wholesaler-Retailer- Consumer (Two Level Channel): This is the most commonly adopted distribution network for most consumer goods like soaps, oils, clothes, rice, sugar and pulses. Here the wholesaler and retailer function as connecting links between the manufacturer and consumer. Use of two middlemen in the channel network enables the manufacturer to cover a larger market area.
Example: Two level Channel
Manufacturer-------- Wholesaler ----------Retailer ----------Customer HIV/AIDS Control Board------Non government organization------Activist------Customer
Manufacturer-Agent-Wholesaler- Retailer-Consumer (Three Level channel): In this case, manufactures use their own selling agents or brokers who connect them with wholesalers and then the retailers. Thus, one more level is added to the levels discussed in the proceeding arrangement. It is done particularly when the manufacturer carries a limited product line and has to cover a wide market. An agent in each major area is appointed, who in turn contact the wholesalers.
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