As the 2 Guyz On Marketing, we believe many people feel that Marketing = Promotion and Promotion equals Marketing. Exclusively. But to the 2 Guyz On Marketing, Place, or distribution, is separate but important element under the nine P’s of Marketing.
Can your customers find your product? Can your customers, clients or users tell the difference between your product or service and your competition, if they can’t find it?
Do the potential customers know about or are they aware of your product or service? Why is your product or service better? How is it different? That’s where “promotion” come in.
The 9 P’s/9P’s of Marketing can be used successfully by product companies, service firms, for profits entities and nonprofits “selling” directly or indirectly to consumers (B2C), to marketing intermediaries (such as industrial, consumer, retail, wholesale and professional channels of distribution), and to other businesses (B2B).
It’s the company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives.
Good Marketing is the offering the right Product at the right Price, with the right Partners and Presentation, at the right time, at the right Place. Consider, develop and review store and non-store, e-commerce and “brick and mortar” factors, considerations, objectives, strategies and tactics, including “Partners.”
Look at developing steps in an effective and efficient distribution plan, objectives, strategies, and tactics, plus execution.
- Channels of distribution.
- Considerations in and for an effective distribution network and partners.
- Channel partners. Identify and specify the roles of distribution partners and members, within the integrated strategic distribution strategies.
- Develop geographic strategies.
- Develop and review financial conditions of partners, perishability, installation, maintenance and use of technology. Regarding technology or technographical characteristics. Understand your potential partner. Remember, in the back of your mind, that the reason technology is phenomenal is because it displaces years, or centuries, of previous technology. Partners and your consumers may or may not have the skills. Think employees here too. The reason technology skills are transitory is because they will almost certainly be displaced, too.
- A typical supply chain may consist of four links in the chain:
Producer > Factory > Manufacturer >
Distributor > Wholesaler > Retailer >
Consumer (supplying the ultimate users)
Here’s another example or two from the 2 Guyz on Marketing. It was reported that Subway was selling 80% of its new franchise locations to existing franchisees. More than half of the locations are non-traditional including schools, zoos, military bases, plus hospitals, where there are “captive audiences.”
Place is more than just distribution. The smart marketer should explore all the different aspects of place: where is the brand made, where is it distributed, where is the competition, where is the competition missing from, where are the customers, where where do they live/shop/buy…all critical questions related to Place.
For more Marketing insights, ideas, concepts and Marketing solutions: Go to Londremarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s or Nine P’s/9P’s of Marketing.
*Created by Larry Steven Londre. Copyright 2007.