The Power of Retail Distribution

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When a CPG company comes up with a product idea, this product then goes through a journey that has two main segments.. upstream and downstream.
The upstream activities include all stages that get into making the product. This includes sourcing raw materials, contracting manufacturers to make the product and package the product.
Now that they have the finished product, the downstream segment start.
Downstream activities include distribution and selling the product to the end consumer.
For the distribution the company has many different options to choose from, called distribution channels.
The company can sell this product directly to consumers or DTC, for example through its own brand.com website or its store on popular marketplaces like Amazon, and some brands even open their own branded outlets.
The other option is to sell through third-party multi-brand retailers, by either getting to them through wholesalers and distributors or dealing directly to them….
For CPG brands this type of distribution is the bread and butter of the their business
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