Marketing Mix: Distribution and Communication Strategies

Marketing Mix: Distribution Concepts and Channel Types

The distribution policy ensures the product is in the right place at the right time. Distribution includes the entire set of processes that drive the product from the enterprise to the consumer. The process followed by the product from the production chain until it reaches the consumer is as follows:

• Storage of the product.
• Physical distribution.
• Billing and collection.

Classification of Distribution Channels

Distribution channels can be distinguished according to the ownership of the channel:

• Direct Channel: This is one in which there are no middlemen and the manufacturer assumes the distribution function.
• External Channel: Distribution is carried out by companies other than the manufacturer. In this case, the distribution is a business in itself, involving planning, organization, and management.

New distribution channels include franchising, shopping channels, computer sales, and sales through vending machines.

Communication: Advertising, Promotion, and PR

Marketing Mix Communication involves Advertising, Sales Promotion, Public Relations, and Merchandising.

• Advertising: This is the most well-known and widely used promotional tool. Advertising is the action of transmitting a particular message using a communication medium, paid for by a specific company with the intention of influencing consumer behavior. The advertising message should be designed to capture the audience's attention and arouse their interest and desire.
• Sales Promotion: This consists of activities to attract the interest of consumers via certain incentives. Examples include discount coupons, "buy two, get three" offers, prizes associated with sweepstakes, and increasing the size of the pack.
• Public Relations: This aims to improve the image of the company among the various groups with which it interacts, both external and internal to the company.
• Sales Staff: This aims to inform, persuade, and convince the customer to buy the product through direct contact with the seller.

ICT Applications in Modern Marketing

The application of Information and Communication Technologies (ICT) has a significant influence on marketing today. The primary example of the influence of ICT in the field of marketing is electronic commerce, allowing consumers to access products from anywhere in the world. This is a new form of exchange without restricted business hours and changes in advertising. Today, traditional media coexist with other modern media such as digital editions, pay TV, SMS, and other innovative ways. ICT also provides companies with a new way of conducting marketing research.