Marketing Distribution Channels
Introduction
In order for a product to be successful in the market, it is essential to ensure that there are distribution channels which are effective. Distribution is essential since it makes the products available and accessible for the target market. When considering the situation of the Tide detergent, which is a product of the Procter & Gamble brand, marketing channels are essential to ensure that the new product is visible and penetrates into the market. In order to determine which distribution channels are appropriate in this scenario, the marketing department should consider the needs of the target market and the available distribution channels, information that will enable the recommendation of the favored channel for tide soap products.
Some of the distribution channels which are considered include direct and indirect distribution. Direct distribution means that the company will have to distribute the tide products direct to the consumers while an indirect approach will involve intermediaries (Paley, 2006). Some of the channel organizations which are prominent during distribution include multichannel, vertical and horizontal systems. It is essential to determine the market needs in order to have a clear perspective of the best approach of distribution in this scenario (Ferrell and Hartline, 2011). The Tide product is a basic supply. This means that the product is essential on a daily basis for the endeavors of the target market. This means that the approach of distribution should make the product available for the population. Therefore, the channel of distribution should be able to realize this need through market penetration and effectiveness.
During the distribution process, the channel members are essential in ensuring market penetration to the targeted demographics. In the scenario of distributing tide products, indirect retailers are the ideal members. This is because household products are usually provided through the retail sector. This means that in order for the Tide brand to reach the target market, the company will have to engage the retail intermediaries for them to achieve this objective (Paley, 2006). Wholesalers will be also approached since they are essential in the distribution chain characterizing the market. The wholesalers will make the product available for retailers and other intermediaries in the supply chain (Hisrich, 2000). The company will also recruit other intermediaries in order to facilitate intensive distribution into the market. Therefore, sales representatives will be also employed since the product is new in the market.
As aforementioned, the product is a basic commodity. Therefore, the most rational approach to distribute the product will be through intensive distribution (Ferrell and Hartline, 2011). It is due to the universal use of the product in all households. This makes Tide suitable for all households; hence it is also suitable for a broad market base. This means that a majority of the outlets distributing household products should be engaged in the process.
A multichannel system will be utilized with the aim of ensuring extensive market penetration by the product. Despite an indirect approach being favored, the company will be proactive in the distribution process in order to bolster the movement of the products (Lamb, Hair and McDaniel, 2009). In this approach, the company utilizes more channels; hence it has an increased capacity to distribute the product.
Conclusion
Distribution is essential in marketing. After the market is aware of the product, marketers need to identify effective approaches to distribute the product to the target market. In the case of tide soap products, intensive distribution is favorable since it involves numerous distribution outlets. A multichannel approach will be also applied to ensure that the company has the sufficient capacity to supply according to the consumer needs.
References
Ferrell, O. C., & Hartline, M. D. (2011). Marketing strategy. Australia: South-Western Cengage Learning.
Hisrich, R. D. (2000). Marketing. Hauppauge, N.Y: Barron’s.
Lamb, C. W., Hair, J. F., & McDaniel, C. D. (2009). Marketing. Mason, Ohio: South-Western Cengage Learning.
Paley, N. (2006). The manager’s guide to competitive marketing strategies. London: Thorogood.
