Product Distribution and Marketing Communications Strategies

(3P) Product Distribution

A distribution channel is the medium through which the products are delivered from the factory to its final consumer. They can be classified according to their length:

• The direct channel is going from producer to consumer without passing through any intermediary.
• The channels are usually short, from the producer to a retailer who sells it directly to the final consumer product.
• The long channels are those in which producers sell to wholesalers, which are companies that in turn sell to other companies.

According to the Link:

• When the relationship is between companies that perform the same function in the distribution chain, connecting channels are called horizontal.
• When the relationship between companies engaged in different functions within the distribution, are called vertical connecting channels.

According to Sale Method (With or Without Store):

• The store sale can take place through traditional shops, supermarkets, or hypermarkets.
• The non-store sale is in many ways, including selling by catalog, by phone, or the internet.

(4P) The Communication

1. The Advertisement (Long-Term Promotion)

It is a set of techniques and outreach activities that companies use to inform the public about their products through the right messages to encourage purchase. The companies usually instruct their advertising campaigns to specialized agencies to conduct the operation successfully. It aims to increase sales.

2. The Sales Promotion (Short-Term Promotion)

It is a series of specific and varied actions made to increase sales in the short term. Some examples of promotions are: Gift of other products, participation in sweepstakes, etc.

3. The Sales Force

It's all personnel within a company engaged in direct selling. To organize the sales team, one should set sales targets, determine the size of the team, and decide how work is distributed.

4. Public Relations

Companies try to establish rapport with customers and project a good image of the company abroad. The most frequently used tool is sponsorship.

5. The Direct Marketing (Direct Mail)

Allows establishing contact with no intermediaries between the consumer and enterprise. This diversity means employed methods such as: letter, fax, phone call, etc. Its main advantage is that the result is known very quickly as the public response is immediate.