Distribution channels enable activities by which a product or service will be delivered on the market. The participants in this process are the manufacturer, the intermediary and the end customer. The producer and the end customer are participants in each channel, and the intermediary is a participant who will enable a faster flow of goods from producer to consumer, maintain stocks and meet consumer needs. In distribution channels it is important to motivate and encourage intermediaries to cooperate with various promotional activities, but also to interest the target group of consumers for a product or brand. Promotion is a form of communication whose role is to inform or remind consumers about a product, service or image. The promotional mix will coordinate activities that will directly communicate with potential consumers, and some of the activities are advertising, Internet marketing, sales improvement, etc. Except promotional activities, it is necessary to emphasize an important role of "push" and "pull" strategy promotion. They determine how the manufacturers will approach consumers depending on how familiar consumers are with the product and how actively they are looking for product. This work show an example from practice, a company that produces its own product that is available to end consumers on the Croatian market through its own retail stores, and on the foreign market through intermediaries.