IMPROVING DISTRIBUTION EFFECTIVENESS IN MARKETING OPERATION

CHAPTER ONE

1.0            INTRODUCTION:

The recent phenomenon in the marketing environment in Nigeria has resulted in a drastic turn around from a production oriented market to a buyer oriented market.  It has demonstrated the importance of recognizing a remarkable change in buyer behaviour, and the need of every production company to reappraise its marketing system and adapt to the new environment and even exploit it.  A key strategy in this marketing system is DISTRIBUTION.

Distribution is a strategies marketing tool representing one of the four arms of the marketing mix, often referred to as “4Ps”.

These 4P’s are:

PRICE:  This measures the ability of the buyer to purchase the products.

PRODUCT:         (quality and quantity):  this includes all the attributes to make the product attractive for exchange purpose.

PROMOTION:   Promotion involves creating awareness about the product, educating the potential and actual consumers about the product, and at purchasing the product or even reducing dissonance.

PLACE:  (Distribution) the core of the matter being distribution is very important because the efforts developing the product, creating awareness and the product, creating awareness and putting or displaying the product at the best price will be defeated if it is not made available at the place that exchange can take place.

The marketing mix thus comprises the decision element in company’s marketing programme, the total packages that determine the degree of marketing concept.

The “4P’s” summarises clearly the major ways the firms can influence sales.  We are concerned with the place variable.

This therefore, pinpoints the importance of distribution in achieving available products.  This availability of product bridges the gap of space and time between the production and consumption.

Before a production could achieve the desired satisfaction, it must get to the consumers the way they want it, thus breaking all the barriers or gap between the production areas to the consumers.

Schare and Smith 1980 (page 386) saw the desired satisfaction, it must get to the need for effective distribution when they remarked that the most innovation product at an attractive price is worth absolutely nothing if it is not available to the buyers when they want it.  Product availability then is one requirement of an exchange.

Therefore, marketing managers all around the world appreciates the role the distribution play in providing place, utility or satisfaction to the product is available, the value is therefore enhanced.  So distribution can be seen to increase the time of utility of a product by putting down the distance between the parties to the exchange.

Nigeria Bottling Company Plc (NBC) practices the traditional distribution system that is their products are distributed through various types of middlemen like wholesalers, retailers to customers, direct from the company or through the salesmen.