Distribution strategy

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Selecting promotion directions is the most important and difficult decision in the context of a sales strategy. If the selected channel for distributing the product turns out to be ineffective, it will be difficult to change it quickly and without losses.

In addition, the distribution strategy significantly influences other elements of the sales system.

Distribution strategy

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The development of sales new zealand email list methods is carried out on the basis of data analysis of various options for sales structures (type and number of intermediaries, their qualifications and motivation).

When developing a distribution strategy, the following should be taken into account:

the selected marketing system (vertical, horizontal, multi-channel or mono-channel), as well as the identification of potential conflicts and competition between distribution channels;

organization of the distribution channel structure, including the choice of the type of intermediaries, their number and distribution features. For example, exclusive dealer rights or wide distribution through many representatives;

features of product distribution (order processing, warehouse storage, inventory management and logistics).

Merchandise distribution, like marketing efficiency, is an area where you can either save on costs or incur unnecessary costs due to the wrong choice of distribution channels. In the context of the active development of digital technologies, new sales methods should be introduced when developing a sales strategy.

Commercial policy
Its main objective is to ensure the greatest efficiency of sales channels by creating and developing productive relationships with intermediaries.

Commercial policy is implemented by attracting partners, stimulating them and building forms of cooperation. It may include a number of elements:

methods of selecting participants in sales channels;

motivating channel participants: penalties and bonus system;

model for assessing the performance of distribution channels.