Distribution, Research Paper Example

Distribution can be said to refer to how a service, or product, is delivered to the target market. It provides the marketer numerous opportunities. For instance, taking into account the cost, batian leisure lounge will promote its core goal by activities such as special placement and in-house demonstrations. Placement should also be considered as a promotion opportunity. For example, Batian leisure lounge can get some good offers from liquor and soft drinks manufacturers who are more than happy to have the lounge offer their products. It will also be to our advantage to sell, or give out, lounge premiums such as caps, bags, or t-shirts with our logo or slogan.

There is a wide choice of methods for the service distribution.

Direct Distribution

This is where I will provide the service to the customers directly. These direct means are catalogs, direct mail, the internet, and retail services.

Indirect Distribution

This will involve the use of a middleman to distribute the service.

Distribution, Location and Timing

Batian leisure lounge will distribute its service directly to its customers. Catalogs and brochures will be made available for the target market. These will be made available throughout major supermarkets in the country in order to reach quite a large number of customers. Billboards will also be used to reach the customers. These will be at strategic places at major cities in the country. A website for the lounge is also available in order to reach majority of the target audience through the internet. Potential customers are to be approached with a view to woo them with the services. They will be asked to visit the lounge for free service offer.

By the time the lounge opens its operations, many people will be aware of the services on offer by the lounge. They will be eager to have a first-hand experience of the services. The market timing should be essential. The service will be distributed to the target audience during the holidays. It is at this time that most of the customers are off their daily work routines and concentrate on having some time to relax. It is also at this time where companies organize their business retreats.

Wide vs. Narrow Reach

It is important to note that the range to which we seek intense (wide) or exclusive (narrow) distribution will depend on a few factors, one of which is the likelihood of the customer’s willingness and switching to search. For example, quite a number of customers would rather switch to another brand of soft drink at a vending machine than have to walk a couple of blocks down the street at a convenience store. Distribution intensity is essential here.

Variations

The target market is comprised of professionals who are 25 years of age and above, who are either married or un-married. It is the duty of the sales force to identify these potential customers and close sales with them. However the needs of these customers may vary from one to another. For instance some only drink soft drinks while others consume alcohol, some are on vacation while others are on business trip. Once identified, these customers’ characteristics are taken into account when sealing a sale deal.

Variation Distribution