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Distribution strategy is a plan to reach customers to sell to them and to deliver your products and services. This is an element of marketing strategy that also has the operational and logistics component of getting your products to customers.
ChannelsA plan to reach customers through various distribution channels. This is often a hybrid strategy whereby you use multiple channels.Retail | Ecommerce | Digital platforms | Wholesale | Resellers | Direct sales | Personal sales | Sales partners | Wholesalers | Distributors | Importers | |
Channel StrategyYour overall plan to use channels to achieve objectives.Target markets | Channel pricing | Preventing channel conflict | Managing channel partners | Channel coverage | Channel relationships | Channel management | Channel integration | Marketing support for channels |
Channel coverage is the extent of distribution in a channel. Channel conflict is where channels start competing with each other in some negative way. For example, an ecommerce partner who undercuts your retail promotions by aggressively discounting and advertising.Market CoverageThe level of distribution for each product or service.Intensive distribution - making products available in as many places as possible | Selective distribution - making products available in select channels in order to defend your brand and provide a specific customer experience | Exclusive distribution - making the product or service available in one place for an area | Multi-channel distribution - using multiple channels such as a brand that sells only from its own stores, website and app | Direct distribution - distributing without intermediaries in order to control the customer experience | Indirect distribution - distributing completely through intermediaries in order to achieve sales without major investments |
Distribution StrategyOther parts of your distribution strategy beyond channels and coverage.Logistics and transportation | Delivery | Exports and customs | Geographical channel coverage | Reverse logistics such as returns | Customer service and support | Regulatory compliance such as labeling requirements in other countries | Adapting distribution for different cultures | Competitive positioning in each channel and market | Inventory management such as avoiding stockouts in a channel | Measuring performance of partners | Managing partners | Measuring overall distribution with KPIs |
Distribution
This is the complete list of articles we have written about distribution.
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A list of common types of direct marketing.
A few examples of marketing distribution.
The definition of channel management with examples.
The definition of marketing intermediary with examples.
The definition of reverse distribution with examples.
An overview of logistics with examples.
An extensive list of distribution channels.
An overview of direct channels with examples, advantages and disadvantages.
A list of common marketing channels.
A list of key marketing strategies.
An overview of the advertising industry with examples.
An overview of sales promotions with examples.
An overview of common marketing problems.
An overview of marketing analysis with examples.
A guide to product marketing.
An overview of CRM with examples.
An overview of marketing planning with examples.
A list of the different types of marketing experience including those outside of marketing.
A list of marketing strengths.
Examples of common types of customers.
A list of common marketing services.
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