1. Placement
By Peter Baskerville
24/04/2019

2. Price P
Promotion
Place
Product

3. Distribution planning horizons
H3 – Growth – Own channels
SALES
H2 – Breakeven – Network partnerships
H1 – Launch – Leverage easiest access
TIME

4. Planning by phase
H1 – Baby steps - Super easy – Friends/family – warm leads.
H2 – Expansion - Friends of friends – industry networking – referrals.
H3 – Own the channels – minimise partners – maximise profits
Easy Access
Networks
Ownership

5. Distribution Channels
Reach
Communicate
Deliver
Value Proposition
Customer Needs

6. Channel Phases Evaluation Purchase Delivery After Sales Awareness
Social media, advert.
Trials, Freemium testimonials
PayPal, credit card, cash, time pay
Download, come to us, go to them, physical outlets.
Complaints, home visit, store, phone.

7. Customer Journey + Touch Points

8. The journey and the experience
Describe your customer’s complete journey and the way you intend to engage with them at each ‘touch point’ in that journey.
Journey + points
How are you going to use the ‘touch points’ to maximise the customer’s experience?
Experience

9. Create a Storyboard

10. Distribution Channel Options
Raw material
Manufacturer
Retailer
Consumer
Raw material
Manufacturer
Retailer
Consumer
Raw material
Manufacturer
Wholesaler
Retailer
Consumer
Consumer

11. Bricks and mortar Vs Online
Pros – experience, product type suitable, reaction/engagement, try
Cons – access, capital costs, Long term, online disruption, short hours
Start – Markets, Van
Bricks ‘n mortar
Pros – easy entry, 24/7, low cost
Cons – no trust, not found, tactile & personal experience loss.
Start – Auction sites, Website.
Online

12. Market Entry Barriers Economies of Scale - DVD
Existing Brand loyalty - Coke
Capital requirement - Printing
Buyer switching costs - Software
Access to distribution channels – Buyers ..Coles
Proprietary factors – IP, patents.
Government Regulations – Liquor Licenses
Industry hostility - Airlines

13. Child Care Centre
Photographic studio
Cafe
Selling crafts on Etsy