**5. Marketing**

### **5.1 Distribution channels in Chile**

### *5.1.1 Traditional channel*

The traditional channel of consumption is mainly grocery stores, with little specialization, which offer a limited variety of products and brands. In addition, one has to consider the butchers, fishmongers and greengrocers and the itinerant markets of small traders that have a great importance in the retail distribution of fresh products and, in particular, of fruit and fish [35].

### *5.1.2 Modern channel*

In Chile, there is a huge concentration of retail distribution in a few large business groups, among which DyS and CENCOSUD stand out, with a combined market share of close to 60%. DyS is part of the Walmart group, which currently operates in Chile through the LIDER, Ekono and Super Bodega Acuenta brands. CENCOSUD is one of the largest Latin American distribution groups, with operations in Chile and other countries in the region. In Chile, there are the Jumbo Hypermarkets, the Paris Johnson department stores and the Santa Isabel supermarkets. Other relevant retail distribution groups are the SMU Group, with activity in wholesale and retail distribution and brands such as Construmart, OKMarket or Unimarc Supermarkets, and other relevant retail distribution groups [35].
