Dual distribution

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Dual distribution
See also

Dual distribution involves simultaneous distributing services or products through two or more marketing channels. Dual distribution is forward vertical integration by producers and wholesalers who too utilize autonomous reseller clients. It could be a merchandising system, a combination of two unmistakable designs of distribution[1].

Marketing distribution

Distribution (place) is one of the four elements of the marketing mix. The objective of distribution and supply chain administration is fundamental to induce the item to the correct place, at the correct time, within the right amounts, at the most reduced conceivable taken a cost[2]. Supply chain choices include a long line of activities-from the sourcing of crude materials, through the generation of wrapped up items, to conveyance to final customers[3].

Distribution channels

Each distribution channel will have another structure for each company utilizing the same distribution channel[4]. Although in spite of the fact that there may be a few companies included in showcasing comparable items on the same channel, they will not, as a rule, utilize all of the same wholesalers and retailers within the channel[5]. Various item bunches, service needs, company approaches, and the like will require distinctive channel structure [6].

Marketing channel structure

The fundamental distribution channel structure comprises three components[7]:

  • The item source or producer is the starting.
  • Next, there are the mediators within the channel, which are chosen from a list of wholesalers, brokers, operators, retailers, or branches.
  • At long last, there are the clients or buyersof the item or products.

The indirect members contain the remaining bunch of channel individuals. The distribution channel structure may comprise of two or more levels. The number of levels required is decided by the need for channel mediators to perform all the assignments required to form the channel work. In general, the more members utilized within the channel structure, the more cost[8].



  1. United States Congress(red)(1964)
  2. Ferrell O. C.(red)(2007)
  3. Ferrell O. C.(red)(2007)
  4. McCalley R.(red)(1992)
  5. McCalley R.(red)(1992)
  6. McCalley R.(red)(1992)
  7. Ferrell O. C.(red)(2007)
  8. Ferrell O. C.(red)(2007)

Author: Monika Kromka