🛍️Principles of Marketing Unit 17 – Distribution: Delivering Value to Customers

What's Distribution All About?

• Distribution involves getting products from the manufacturer to the end customer through various intermediaries (wholesalers, retailers)
• Aims to ensure products are available at the right place, time, and quantity to meet customer demand
• Encompasses physical movement of goods, transfer of ownership, and exchange of information between supply chain members
• Plays a crucial role in delivering value to customers by making products accessible and convenient to purchase
• Effective distribution can lead to competitive advantage by improving customer satisfaction, reducing costs, and increasing market share
  • Enables companies to reach new markets and expand their customer base
  • Helps maintain product quality and freshness during transportation and storage
• Distribution decisions impact other marketing mix elements (product, price, promotion) and overall business performance

Key Players in Distribution

• Manufacturers produce goods and often rely on intermediaries to reach end customers
  • Some manufacturers sell directly to consumers (direct distribution) through owned stores or e-commerce
• Wholesalers buy products in bulk from manufacturers and resell them to retailers or other businesses
  • Provide services such as product assortment, breaking bulk, warehousing, and financing
  • Examples include food distributors (Sysco) and pharmaceutical wholesalers (McKesson)
• Retailers sell products directly to end consumers in smaller quantities
  • Can be brick-and-mortar stores (Walmart) or online retailers (Amazon)
  • Offer various product categories and provide customer service
• Logistics providers specialize in transportation, warehousing, and inventory management
  • Third-party logistics (3PL) companies handle distribution activities on behalf of manufacturers or retailers
  • Examples include FedEx, UPS, and DHL
• Agents and brokers facilitate transactions between buyers and sellers without taking ownership of products
  • Manufacturers' representatives sell products on behalf of multiple manufacturers to retailers or wholesalers
  • Import/export agents assist in international trade by connecting domestic companies with foreign buyers or suppliers

Distribution Channels Explained

• Distribution channels are the paths products take from the manufacturer to the end customer
• Can be direct (manufacturer sells directly to customer) or indirect (involving intermediaries)
• Channel length refers to the number of intermediaries between the manufacturer and end customer
  • Short channels have fewer intermediaries (manufacturer → retailer → customer)
  • Long channels involve more intermediaries (manufacturer → wholesaler → retailer → customer)
• Channel width refers to the number of intermediaries at each level of the distribution channel
  • Intensive distribution aims to sell products through as many outlets as possible (soft drinks, snacks)
  • Selective distribution involves selling through a limited number of carefully chosen outlets (high-end fashion brands)
  • Exclusive distribution grants a single retailer the right to sell a product in a specific geographic area (luxury car dealerships)
• Vertical marketing systems (VMS) are centrally managed and coordinated distribution channels
  • Corporate VMS: a single company owns and controls all levels of the distribution channel (Apple Stores)
  • Contractual VMS: independent firms at different levels work together through contracts (franchising, cooperatives)
  • Administered VMS: a dominant channel member influences the behavior of other members through its size and power (Procter & Gamble)

Choosing the Right Distribution Strategy

• Consider target market preferences and buying behavior
  • Convenience-oriented customers may prefer intensive distribution
  • Customers seeking unique or high-end products may value selective or exclusive distribution
• Evaluate product characteristics and requirements
  • Perishable or bulky products may require shorter, more direct channels
  • Complex or customized products may benefit from selective distribution with knowledgeable intermediaries
• Assess company resources and capabilities
  • Direct distribution requires significant investment in logistics and customer service
  • Indirect distribution leverages intermediaries' expertise and resources
• Analyze competition and industry norms
  • Matching competitors' distribution strategies can be necessary to remain competitive
  • Differentiating through unique distribution approaches can create a competitive advantage
• Determine desired level of control over the distribution process
  • Direct channels provide more control over pricing, product presentation, and customer experience
  • Indirect channels may limit control but offer greater market coverage and efficiency
• Consider costs and benefits of each distribution option
  • Direct distribution may have higher fixed costs but lower variable costs per unit sold
  • Indirect distribution may have lower fixed costs but higher variable costs due to intermediary margins

Managing Distribution Relationships

• Effective communication and information sharing among channel members is essential
  • Regular meetings, reports, and data exchange help align goals and strategies
  • Collaborative planning, forecasting, and replenishment (CPFR) systems enable joint decision-making
• Establish clear roles, responsibilities, and performance expectations for each channel member
  • Develop written agreements or contracts outlining terms of the relationship
  • Set measurable goals and key performance indicators (KPIs) to track progress
• Provide training, support, and incentives to channel partners
  • Offer product knowledge training and sales support to improve intermediaries' effectiveness
  • Implement incentive programs (discounts, rebates, rewards) to encourage desired behaviors and performance
• Monitor and manage channel conflict
  • Clearly define territories, customer segments, and product offerings for each channel member
  • Establish policies and procedures for handling disputes and resolving conflicts
• Foster trust and long-term commitment among channel members
  • Demonstrate reliability, responsiveness, and fairness in all interactions
  • Invest in joint marketing efforts and co-branding initiatives to align interests and build loyalty
• Continuously assess and adapt distribution strategies based on market dynamics and performance
  • Regularly review channel effectiveness and efficiency using metrics and feedback
  • Be prepared to modify or terminate underperforming relationships and explore new distribution opportunities

Technology's Impact on Distribution

• E-commerce has transformed distribution by enabling direct sales to consumers
  • Online marketplaces (Amazon, Alibaba) connect manufacturers and retailers with a global customer base
  • Direct-to-consumer (D2C) models allow manufacturers to bypass traditional intermediaries and sell directly online
• Supply chain management software improves visibility, coordination, and optimization of distribution activities
  • Enterprise resource planning (ERP) systems integrate data across functions (inventory, logistics, finance)
  • Warehouse management systems (WMS) automate and optimize storage, picking, and shipping processes
• Radio-frequency identification (RFID) and barcode technology enable real-time tracking of products throughout the distribution channel
  • Improves inventory accuracy, reduces stockouts, and facilitates efficient product recalls
  • Enables omnichannel distribution by integrating inventory data across physical stores and online channels
• Transportation management systems (TMS) optimize route planning, carrier selection, and freight consolidation
  • Reduces transportation costs, improves delivery speed and reliability, and enhances customer service
• Artificial intelligence (AI) and machine learning (ML) applications in distribution
  • Demand forecasting and inventory optimization based on historical data and external factors
  • Predictive maintenance of distribution equipment and vehicles to minimize downtime and costs
• Blockchain technology offers potential for secure, transparent, and efficient distribution
  • Enables tamper-proof tracking of products from origin to end customer
  • Facilitates smart contracts and automated payments among channel members

Measuring Distribution Performance

• Sales and market share metrics
  • Track sales volume, revenue, and growth by distribution channel, product category, and geographic region
  • Monitor market share relative to competitors and identify opportunities for expansion or improvement
• Customer service and satisfaction metrics
  • Measure order fill rates, on-time delivery, and order accuracy to assess distribution reliability
  • Conduct customer surveys and track Net Promoter Score (NPS) to gauge satisfaction with distribution experience
• Inventory management metrics
  • Monitor inventory turnover, days of supply, and stockout frequency to optimize inventory levels
  • Track inventory carrying costs, obsolescence, and shrinkage to minimize waste and financial losses
• Logistics and transportation metrics
  • Measure on-time pickup and delivery rates, transit times, and freight costs per unit shipped
  • Track vehicle utilization, fuel efficiency, and carbon emissions to optimize transportation operations
• Financial performance metrics
  • Calculate gross margin, operating margin, and return on investment (ROI) for each distribution channel
  • Analyze channel profitability by considering sales, costs, and asset utilization
• Benchmarking and continuous improvement
  • Compare performance metrics against industry benchmarks and best practices
  • Set targets for improvement and implement initiatives to optimize distribution processes and outcomes

Real-World Distribution Examples

• Coca-Cola's global distribution network
  • Intensive distribution through a vast network of bottlers, distributors, and retailers
  • Ensures Coca-Cola products are available in virtually every store, restaurant, and vending machine worldwide
• Apple's selective distribution strategy
  • Sells products through a limited number of authorized resellers and its own Apple Stores
  • Maintains strict control over product presentation, pricing, and customer experience
• Amazon's e-commerce and fulfillment capabilities
  • Offers a wide selection of products from various manufacturers and sellers through its online marketplace
  • Operates a global network of warehouses and distribution centers to enable fast, reliable delivery
• Zara's vertically integrated distribution
  • Owns and controls all levels of the distribution channel, from design and manufacturing to retail stores
  • Enables rapid response to changing fashion trends and minimizes inventory risk
• McKesson's pharmaceutical distribution
  • Serves as a wholesale distributor of prescription drugs and medical supplies to pharmacies and healthcare providers
  • Provides value-added services such as inventory management, order processing, and regulatory compliance support
• Mary Kay's direct selling model
  • Distributes cosmetics and skincare products through a network of independent beauty consultants
  • Consultants purchase products at wholesale prices and resell them to customers through personal demonstrations and online channels
• Caterpillar's dealer network
  • Sells and services heavy equipment through a global network of independent dealers
  • Dealers provide local market expertise, customer support, and aftermarket services to ensure customer success