Using the Marketing Mix: Place “I am the world’s worst salesman, therefore I must make it easy for people to buy.” F.W. Woolworth “Don’t open a shop unless you like to smile” Chinese Proverb Mrs Gordon & Mr Montana notes

Using the Marketing Mix: Place In this topic you will learn about: Choosing appropriate outlets/distributors Types of distribution channels 2.18 Place Mrs Gordon & Mr Montana notes

What is place? Place is the term that we give to distribution. Marketing Mix - Place What is place? Place is the term that we give to distribution. Distribution is the process of getting the firm’s product to the market. It can come in a variety of forms. This is a crucial element of the marketing mix – a firm might have the best products in the market but if the market cannot access the products then the firm will not be successful. 2.18 Place Mrs Gordon & Mr Montana notes

Where can a business ‘sell’ it’s products from?

Place Wholesalers Direct selling Agents Retailers Authorised dealers e.g.Ticket agents Retailers Authorised dealers Personal selling

Choose the right channel of distribution. Marketing Mix - Place Choose the right channel of distribution. Direct to consumer Through a retail outlet Through a wholesaler Using an agent Gets too gory after that – blood! Stop after 1 min Mrs Gordon & Mr Montana notes

Choosing appropriate outlets/distributors Marketing Mix - Place Choosing appropriate outlets/distributors Outlets are the places that sell a firm’s products. There are a variety of factors to take into account when choosing appropriate outlets: Type of Product Market Quantity and Frequency Geographical Location Cost Competition 2.18 Place Mrs Gordon & Mr Montana notes

Choosing appropriate outlets/distributors Marketing Mix - Place Choosing appropriate outlets/distributors Type of product The characteristics of the product need to be taken into account. For example Coca Cola do not ship their product to the UK from the USA. Instead, they ship over the syrup and the actual product is then made in the UK using British water. The market It is important that the customers being targeted can access the product. High streets are accessible by public transport so that all customers can shop, not just those with cars. Quantity and Frequency of sales If only a few low cost items are being delivered it would not be cost effective to send them hundreds of miles. If a product is regularly being delivered then a firm might invest in a delivery system. 2.18 Place Mrs Gordon & Mr Montana notes

Choosing appropriate outlets/distributors Marketing Mix - Place Choosing appropriate outlets/distributors Geographical Location How far is the target market from the firm? The firm will have to take into account the nearness of the market. Regional markets are far more accessible than international markets. Cost This is very important for a firm. An expensive distribution method will reduce the contribution being made to a firm’s product. Therefore, the firm must ensure that the method is cost effective. Competition Firms will take into account distribution methods used by their competitors. In fact, some firms use the same distributors as their competitors! 2.18 Place Mrs Gordon & Mr Montana notes

Choosing appropriate outlets/distributors Marketing Mix - Place Choosing appropriate outlets/distributors Type of Product Market Quantity and Frequency Geographical Location Cost Competition Choose a product from the following: Coca Cola Hairdressing Newspapers Computers Health gym . Explain how the six points listed might affect the distribution of these products. For example, furniture is large and difficult to transport. Customers will use stores to select their product and it will be delivered at a later date. Firms will normally deliver more than one item of furniture to different addresses at the same time. This will save on costs, although the delivery firm is likely to charge the final customer as well. Some firms will have their own, in-house delivery service, but some may use the same delivery firm as their competitors. These firms are likely to work on a regional basis to save on costs Mrs Gordon & Mr Montana notes

Types of distribution channels Marketing Mix - Place Types of distribution channels Distribution channels are the routes to market that a product takes from producers to the final customer. There are a number of distribution channels available to firms. Short distribution channels are where the producer sells either directly to the customer or through a retailer. Long distribution channels are where there are more than one intermediary (middle person) between the producer and the customer. 2.18 Place Mrs Gordon & Mr Montana notes

Types of distribution channels Marketing Mix - Place Types of distribution channels Producers can use direct selling whereby they sell directly to the final consumer. Often, producers use retailers who sell products on to the general public. Wholesalers buy large quantities of supplies from producers and sell them on in smaller quantities. For example, a corner shop might go to a wholesaler to buy their products. Increasingly, firms are using e-commerce benefiting from the power of the internet to sell on their products. Amazon distribution network system. Mrs Gordon & Mr Montana notes

Wholesaler Act as a link between producer and retailer Marketing Mix - Place Wholesaler Act as a link between producer and retailer Buy in bulk and break down to smaller units to retailer They act as a storage place. Mrs Gordon & Mr Montana notes

Examples of Wholesalers

Types of distribution channels Marketing Mix - Place Types of distribution channels Short distribution routes are from the producer direct to the customer (direct selling) or via a retailer: PRODUCER CONSUMER RETAILER 2.18 Place Mrs Gordon & Mr Montana notes

Types of distribution channels Marketing Mix - Place Types of distribution channels Long distribution channels can go through a number of intermediaries: PRODUCER What BS issues are shown in the video clip? WHOLESALER RETAILER CONSUMER Mrs Gordon & Mr Montana notes

Marketing Mix - Place Activities Each member of the class should choose a product in the classroom. This could be anything from the white board to the clothes that you are wearing. Describe the distribution channel that the item you have chosen has gone through. How do you think this affected the price of the item? To what extent do you believe that shortening the distribution channels would reduce food miles? You will need access to the internet to watch this video clip 2.18 Place Mrs Gordon & Mr Montana notes

Homework Use your time wisely for revision