Product distribution

From the moment a product begins to be produced until it finally reaches the
customer's hands, it goes through a series of stages or processes. One of them,
essential for the product to come into possession of the customer is distribution.

Distribution is one of the 4 elements of the marketing mix, also known as the 4Ps
of marketing.

Distribution in companies involves the set of activities carried out from the time the
product is made by the manufacturer or company until it is purchased by the
consumer.

It is important to work to build a good distribution channel, which gives great

security and tranquility to the company, ensuring that the product will arrive in the
ideal and optimal conditions at the hands of the client. In addition, it is essential to
work on the quality of this distribution channel to meet the shipping and delivery
deadlines promised to customers, give them confidence and, ultimately, offer an
excellent and 100% reliable service.

Nowadays, and more so in an increasingly technological environment where online

sales are gaining prominence, it is not enough just to have a good product at a
good price. It is necessary to guarantee the accessibility of the product, that is, that
the customer buys and knows that he will have the product at his disposal in a
short space of time (thanks to the design of a good distribution system). It is about
meeting and satisfying the expectations and needs of the customer in all its
aspects (good product, good price and having it practically immediately).

Classification of distribution channels

Distribution in companies involves the design of a system or set of actions that

guarantee the transfer of the product from when it is produced until it is placed in
the hands of the customer.

For its part, the distribution channel is the route, the conduit through which
products are transferred from the point of production to the customer. Normally, the
distribution channel is made up of intermediaries (natural and legal persons) who
collaborate with the production companies and help them distribute their products
in the most optimal, effective, efficient and, above all, profitable way.

In the business field, there are several distribution channels that we can find:

1. Channel of distribution of consumer goods.

The distribution channel for consumer goods is one that delivers perishable
products quickly and easily to customers.

For example, in the case of farmers or fishermen, either through central markets or
auction houses. A quick sales or distribution channel to encourage the sale of a
perishable product. You want to sell it as soon as possible before it spoils or loses
quality.

2. Distribution channel of industrial goods.

The distribution channel of industrial goods is used by the producing companies

that basically supply and bring products that will be used in the production or
manufacturing process of other companies.

For example, companies that exclusively sell and supply tires to an automobile
company in order to produce the end product, the car.

3. Service distribution channel

The case of the distribution of services is something special, due to their highly
personalized nature.

We could distinguish two situations:

o The service is offered directly to the client: a hairdressing service, for example.

o The service is bought and acquired, but enjoyed later. If you make a reservation
at a hotel (you pay it in advance but you don't enjoy it until you go there).
 Glossary

1. Customer = cliente
2. Marketing mix = mezcla de Mercado
3. Puchase = comprador
4. Ideal = idóneas
5. Essential = fundamental
6. Shipp = envió
7. Sales = ventas
8. Guarantee = garantía
9. Disposal = disposición
10. Perishable = perecedero
11. Auction = subastas
12. Supply = suministro