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Distribution policy
Prerequisites:
Resource 265 "Targeting your customers"
Resource 1549 "Positioning your offer"
Resource 268 "Presentation of the marketing mix"
Objectives in terms of expertise
Act on the distribution variable Know how to choose a circuit Know how to argue in favour of this
choice Know how to calculate sales according
to the choice of circuit
Objectives in terms of content
Defining a distribution channel, The functions of a channel, The criteria for choosing a channel
Laurence Chérel and Catherine Madrid
Objectives in terms of content
A definition of the concept Fixing methods Reactions to changes in price
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Links with other NC subjects
DEFINING A DISTRIBUTION CHANNEL
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Why talk about distribution?
From the Phoenicians’ trading posts… Making products available to users
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From trade to distribution policy
To sell off production Part of the marketing strategy To make products available to users
– in the right place, time and size to suit the user,
– with the required service
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Definitions:
CHANNEL: a set of economic agents that intervene between the producer and the final consumer – there are several types of channels
(associated resource) CIRCUIT: a set of channels chosen by
a company to distribute its product
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The special features in the case of a service
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THE FUNCTIONS OF A DISTRIBUTION CHANNEL
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The functions transport the products from the production location to the consumer location,
build up an assortment, – reduce research costs,
provide pre-sale service and all the after-sales services– advise, create a climate
of trust
Product BProduct A Product C
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The functions, (cont.)
To enable the manufacturer to create a set of trade relations that are sources of added value for the final consumer
in terms of:– access to the product – service,– its purchase– its use
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The value linked to the buying experience
The experience enjoyed by the consumer at the moment of purchase
Sometimes more important than the channel’s trading purpose
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A few examples of experiences associated with a channel Buying online: a pragmatic experience Buying in a shop: sharing your interests
with other consumers Buying a farm product from the
producer: reinforces the authentic character of the food product
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Other examples of experiences associated with a channel
Distribution may form part of the offer proposed to the consumer
A strategic decision Resource to consult: milk in automatic dispensers
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THE CRITERIA FOR CHOOSING A DISTRIBUTION CHANNEL
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Short channel
Long channel
WHAT FUNCTION(S) MUST THE PRODUCER DELEGATE?
Delegation of the
functions
Costs of the distributionfunctions
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Comparison between short and long channels
Characteristics Advantages Constraints
Short channel
The manufacturer covers all the
distribution functions
Consumer relations
Organizational and logistical
Long channel
The manufacturer delegates all the
distribution functions
Reduction in business costs
Screened off from the market
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Choice of channel and revenues
Price and length of the channel
The final price doesn’t necessarily depend on the number of people involved in the channel, but on their ability to optimize the logistics chain– By cutting a middle-man out of the
channel, you’re not eliminating a function
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The margin:
N.B. it should not be confused with the sales budget dedicated to point of sale actions, more often known as the distribution budget in the case of a push strategy
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The criteria for choosing
Depending on the market Depending on the product
Depending on the company
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The market criteria
Buying behaviour, Customer spread, Order frequency.
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The product criteria The need for advice at the point of
sale, The phase in the life cycle, The experiential dimension sought
during the purchase, The type of purchase: everyday or
other consumption
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TYPES OF PURCHASES AND TYPES OF CHANNELS:
Everyday purchase:
Considered purchase
Speciality purchase
Intensive distribution
Selective distribution
Sole distribution
Resource to consult: The Dukan Group wants toincrease its intensive distribution
The company criteria Financial resources, Prior establishment in the
channel, Negotiating power with the
different people involved in the channel
Resource: the example of Nuxe, the consistency between distribution choices and positioning
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A few elements that favour a balance of power in favour of the Supers/Hypers
Development of central buying consortiums Existence of a listing right The appearance of distributor-brand products
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The manufacturers’ advantages
– Brand reputation– “Pull” type strategies– The ability to supply volume– Logistics organization
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Summary:
Market Product Company
Online sales + + -
Automatic dispenser
+ +- +
Super/Hyper sales
+ + --
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Conclusion:
Key point : slide no. 32 Take into account the target
market, the company and the product
Manage the risk of conflicts between the different channels
Be creative…
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Bibliography
FILSER Marc, PACHE Gilles, Des GARETS Véronique (2012). - La distribution: organisation et stratégie. -2nd edition. - Cormelles-le-Royal: EMS, Éd. Management et société, 393 pages. - (Les Essentiels de la gestion).
KOTLER Philip, DUBOIS Bernard (2012). - Marketing management. – 14th edition. - Paris: Pearson Education, XL-841 pages. (chap 15. Choisir et animer les canaux de distribution)
COLLIN-LACHAUD Isabelle (2014). - Repenser le commerce: vers une perspective socio-culturelle de la distribution. - Cormelles-le-Royal (Calvados): Management etsociété, 419 pages. -(Societing).
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