MOD 4 SLP - Distribution Elements Of Marketing Strategy

MOD 4 SLP - Distribution Elements Of Marketing Strategy

Introduction

The appropriate business strategies are the key to success for any origination. In the manufacturing industry, the distribution strategy has its significant importance along with the appropriate marketing strategies. The distribution strategy is an important aspect of the marketing mix tool. The distribution is the process that may involves various channels and distribution intermediaries for making the product or service available to the customers (Julian, D., 2011).

The ice cream products of the “Ben & Jerry's” now can be found in most parts of the country. The effective and efficient distribution strategy of “Ben & Jerry's” has played an important role in the success of the company. The following section aims at discussing the distribution strategy of the leading brand “Cherry Garcia Ice-Cream” of the leading dairy ice cream manufacturing company “Ben & Jerry's”.

Discussion

The aim of the distribution strategy of “Ben & Jerry's” is to be the first at the place. The ice cream products of the “Ben & Jerry's” are for all people whether they are the children or the old. Therefore, the company has the mass market to target for the famous product “Cherry Garcia Ice-Cream” and the company has to maintain the supply and demand in order to have the balanced distribution so that the people can have the products anywhere they want.

1) Components of distribution strategy

There are various distribution channels which involve manufacturer's agents, distributors and dealers, wholesalers, retailers. There are various components of the distribution strategy that the manufacturer uses for making the products available to customers (Bert R., 2011). These components are as follows.

Transportation

The company at the initial stages had strived to make the product Cherry Garcia Ice-Cream directly available to the customers. Later on, when the demand of the product grew, the company had to produce the bulk quantities to meet the needs and the requirements of the customers (Bert R., 2011). The company has developed its own transportation system through which the Cherry Garcia Ice-Cream are transported to the whole sellers while maintaining the quality and then the whole sellers further distribute to retailers and super markets.

Ware housing

The ware housing is an important aspect that allows the company to manage the demand of the product in the certain and favorable conditions that may arise (Isobel, D., Robin, L., 2008). For the Cherry Garcia Ice-Cream, the company has ...