PRINCIPAL OF

MARKETING
Topic : Distribution
Presented By:

Hafiz Muhammad Tahir (2610)

Muhammad Zeeshan (3304)
Syed Salman Wasti (3320)
Syed Asif Ali Kazmi (3075)
WHAT IS DISTRIBUTION?

 In marketing, distribution is the

process of moving a product from its
manufacturing source to its customers.
 Decisions about warehousing, inventory
control and transportation options.
 Decisions about Distribution channels.



 INTRODUCTION OF THE
COMPANY:
 
SILVER S U R G IC A L COMPLEX ( PVT .) LTD


Established in 1985
Pioneer of the local production of IV canola and IV
syringes
ISO 9001:2000, ISO 13485, and CE Certified 0120
Company.



PRODUCTS
PRODUCTS
 DISTRIBUTION NETWORK OF SILVER

  The company use the following



channels for distribution its final

product.


 Direct distribution (Directly to

customers, Hospitals)
 Indirect distribution(Through
distributers to customers)
 Export directly selective countries

 DIRECT DISTRIBUTION

 Personal sale force Selling Systems :

Ø Government hospitals (50 beds or more)
Ø Private hospitals (50 beds or more)


MAIN CUSTOMERS:


 Jinnah Hospital.
 Sheikh Zaid Hospital Lahore.
 Meio Hospital Lahore.
 PNS Shifa Hospital.
 Service Hospital Lahore.
 PIMS Hospital.
 Civil Hospital.
 Abbasi Shaheed Hospital.
 OMI Hospital.

INDIRECT DISTRIBUTION
 DISTRIBUTERS LIST

Name of City No. of Distributor Name of Distributors

Karachi 2 HMD, ELLET Distributor

Lahore 2 Consum International , Haseeb Distributor

Rawalpindi 1 Kausar Distributors

Peshawer 1 Care Pharma

Sukkar 1 Hashir Surgical

Quetta 1 Baluchistan Vallies

 EXPORT


 Silver has a good export business

which followed the international
standards and exporting to the
followed.


 Iran, Iraq, South Africa, Syria, Uganda,

Tanzania (Darussalam), Dubai,
Afghanistan, Saudi Arabia
DISTRIBUTION STRATEGIES

 DETERMINING DISTRIBUTION INTENSITY:

 INTENSIVE: Distribution through every reasonable outlet available –
FMCG.

 SELECTIVE: Multiple, but not all outlets in the market – Pharma,

frozen food.

 EXCLUSIVE: May be only one outlet in a market - car dealers.



 SILVER SURGICAL DISTRIBUTION STRATEGIES:



 SELECTIVE DISTRIBUTION:
 Silver use the selective distribution strategy and distributes its
products with selective distributers. Silver select its
distributers very carefully .

•
DISTRIBUTER SELECTION CRITERIA

 Must have license .

 Good financial position.
 Good Reputation
 Warehousing and Transportation
 Customer service
 Number of sales personnel employed


•
 WAREHOUSING

 Silver surgical have one central

warehouse in Karachi under head office
and three sub-warehouse in different cities
of Pakistan under the following branch
offices. 

 Quetta
 Lahore
 Rawalpindi

ORDER PROCESSING
 TRANSPORTATION


 Silver has its own transport system in

Karachi for distribution in hospital and to
other distributor. Where as in branch
offices they hire private carriage for
distribution to their distributors.
