“WHERE WILL I FIND MY CORNETTO?”

Distribution channel plays a very important role in any marketing mix, as this is what determines how the product will reach the product for who the product was designed. There are many factors that determine the channel through product will be sold. If the products are perishable goods, then they are sold through smaller chains and easy shops or maybe delivered by the company itself from the point of production.

 In case of Cornetto, this being an ice cream that melts in warm weather, and India being tropical region requires cold storage facility investment.

Kwality Wall’s Cornetto are not only sold through retail outlets but also small Paan shops, Kinara stores (small local grocery stores) who keep small cold storage facility or refrigerators to keep items cold. At times, the Kwality Wall’s itself invests in the retailer’s shop to buy a refrigerator to keep ice creams, thus giving them an edge over other Ice cream manufacturers.

Also, the most profitable channel is the small cart puller with a freezer storage, which we usually see outside schools and colleges. They are the most effective as they reach faster the kids and can be easily helpful in attracting the potential customer.

Think of a day, when you are waiting for the bus stop for the bus to come. And that Ice cream wala comes ringing the bell. It makes you want to stop him and order something. And, many people do that.

Hence, we can say that channels should not restrict us, but rather be flexible enough to reach the customer than wait for the customers to come to them.