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Distribution

Distribution. BMI3C. CHANNELS OF DISTRIBUTION . All businesses need to distribute their product either to a place where a consumer can find it OR directly to the consumer IF the consumer has the product, the marketer has been SUCCESSFUL. Components of Distribution.

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Distribution

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  1. Distribution BMI3C

  2. CHANNELS OF DISTRIBUTION • All businesses need to distribute their product either • to a place where a consumer can find it • OR • directly to the consumer • IF the consumer has the product, the marketer has been SUCCESSFUL

  3. Components of Distribution • There are two components to distribution • selecting, developing, and managing distribution channels • physically distributing goods through those channels

  4. Channels of distribution • …are the paths of ownership that goods follow as they pass from the producer to the consumer • Channel selection • deciding what path a product should take to reach the target consumer • Logistics • arranging for the product to move efficiently, safely, cheaply, and quickly

  5. Possible Channels

  6. Distribution Policies • Intensive • Selective • Exclusive • Integrated

  7. Intensive Distribution • Used if the product is sold everywhere • Ex: Coca-cola is found in schools, bus stations, parks, malls, arenas, cafeterias, grocery stores, drugstores, retail outlets, planes, trains, movie theatres, restaurants, etc.

  8. Selective Distribution • Try to control the distribution of their product • May seek to avoid conflicts in positioning/brand image • If a retailer orders a manufacturer’s product, by law the manufacturer cannot refuse to sell the product to the store without a valid reason

  9. Exclusive Distribution • The manufacturer has made a deal with one or two retailers in a particular area to sell the manufacturer’s product exclusively • This allows the product to have a prestige image and allows the manufacturer to dictate some of the retail strategies. • Ex: High fashion clothing, famous-name watches, luxury giftware

  10. Integrated Distribution • In this case a manufacturer, distributor, or retailer owns both distribution outlets and manufacturing facilities for a product • Ex: IKEA, Lee Valley tools – own and operate their own manufacturing & retail stores

  11. Questions • Pick an item you have on you right now • What distribution channels do you think it took to get to you? • Think of an example for each of the four types of distribution strategy • How do you think e-commerce has affected distribution – especially Exclusive distribution? • Find three examples of products that use both traditional and e-commerce distributions.

  12. Questions • List as many sources/places from which you could buy a product (any product). • Mini case. Working in groups of 3, create a new product. Tell me about the product and who it is targeted towards. Finally, choose a distribution strategy(ies )for your product. Present your idea to Mr. Brunton.

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