Distribution
Distribution is one of the elements of the marketing mix. In today’s fast paced world, distribution by a company can be an enormous competitive advantage. Most companies target their customers far and wide.
To reach far and wide, you need the right distribution strategies in place. You cannot market a product and then not deliver the product to the end customer. This is a sheer loss of money as you waste money on your marketing and the opportunity loss is also huge. Not to mention, the loss to the brand when the customer wants to purchase the product but cannot find it.
Distribution involves doing the following things:
- A good transport system to take the goods into different geographical areas.
- A good tracking system so that the right goods reach at the right time in the right quantity.
- A good packaging, which takes the wear and tear of transport.
- Tracking the places where the product can be placed such that there is a maximum opportunity to buy it.
- It also involves a system to take back goods from the trade.
Distribution can make or break a company. A good distribution system quite simply means the company has greater chance of selling its products more than its competitors. The company that spreads its products wider and faster into the market place at lower costs than its competitors will make greater margins absorb raw material price rise better and last longer in tough market conditions. Distribution is critical for any type of industry or service. The best price product, promotion and people come to nothing if the product is not available for sale at the points at which consumers can buy.