Place

4P's of Marketing

• 1. Product

  2. Price

  3. Place

  4. Promotion

Key Performance Indicator:

• • Explain the nature and scope of channel management

  • Explain the relationship between customer service and channel management

Place decisions outline where a company sells a product and how it delivers the product to the market. The goal of business executives is to get their products in front of the consumers most likely to buy them.

In some cases, this may refer to placing a product in certain stores, but it also refers to the product's placement on a store's display. In some cases, placement may refer to the act of placing a product on TV shows, films or web pages to garner attention for the product, but this placement overlaps with the promotion. Here are a few questions that you will need to consider:

• • Where do buyers look for your product or service?

  • If they look in a store, what kind? A specialist boutique or in a supermarket, or both? Or online? Or direct, via a catalog?

  • How can you access the right distribution channels?

  • Do you need to use a sales force? Or attend trade fairs? Or make online submissions? Or send samples to catalog companies?

  • What do your competitors do, and how can you learn from that and/or differentiate?

Where to Sell and Promote?

Store vs Online

In this day an age it really seems like a no brainer that retail businesses need an online presence. But, do they need to have a brick and mortar business (physical location)? A physical location has its advantages and disadvantages.

Advantages of a Brick and Mortar

• • Walk-in traffic you may not have gotten online

  • Ability for people to see, hold, try-on, compare

  • Prices may be adjusted (increased) to reflect your location

Disadvantages of a Brick and Mortar

• • Theft

  • Higher inventory of products needed on hand

  • Prices may not reflect or be sustainable in your location

  • Purchase of anti-theft devices or paying for security

  • Additional costs for employees, displays

A physical location to sell your products/services can be good and bad. But, online stores offers some of the same issues and benefits.

Advantages of Online Businesses

• • Marketing can be free or reduced, while a brick and mortar rent typically rises over time

  • Reduced theft issues

  • Ability to showcase products/services to people all over the world (farther reach than through a brick and mortar)

  • Marketing efforts can be used to steal customers or to target specific customers from competitors

Disadvantages of Online Businesses

• • No walk-in traffic, so your marketing efforts are increased (money and strategies to reach people)

  • Still need to have a storage facility to keep products

  • Need to figure out shipping, absorb costs, and prepare packages

  • There are many other competitors

Location, Location, Location

Where you open your business can have dire consequences towards your success. While there are many factors in selecting the right location, we will focus on three: Target, Traffic, Price

Target

• • Does the location fit your persona or target market?

  • Does your products or services match the neighborhood?

  • If you are at a pop-up (Made in Hawai'i Festival, Food and Wine), does your product or service match the clientele?

Traffic

• • If you are in a mall, how many people visit the mall daily?

  • Are you in a high foot traffic (downtown, school) or well driven area (think of Jack in the Box or Zippy's on Farrington Highway)?

  • Are you in a visible location (corner, major area, or down a side street)?

  • If you are at a pop-up (Made in Hawai'i Festival, Food and Wine), how many people attend the event annually?

Price

• • How much is it per square foot?

  • Can your business sustain itself based upon traffic and price?

  • Is it worth paying for better real estate?

Think About It: Where to Sell and Promote

• • You want to open a shave ice business. Write a JEE statement to address all three concepts of where you will sell your shave ice: Target, Traffic, and Price

Push vs Pull Strategy in Channel Distribution

Here are some of the questions that you should answer in developing your distribution strategy:

• • Where do your clients look for your service or product?

  • What kind of stores do potential clients go to? Do they shop in a mall, in a regular brick and mortar store, in the supermarket, or online?

  • How do you access the different distribution channels?

  • How is your distribution strategy different from your competitors?

  • Do you need a strong sales force?

  • Do you need to attend trade fairs?

  • Do you need to sell in an online store?

A list of activities you want your students to do for the week's topic. You can choose to make a table that has a column for activity/task, location (i.e. where to submit completed activity), and due date.

Where shall we promote?

For this assessment, you will be addressing the issue of promoting a competition that will be targeting Waipahu High School, Waipahu Intermediate, and all of the Waipahu Elementary School's students. Here are the details:

• Each school can submit as many student group entries

• All approved entries will be invited to attend the competition on a Sunday afternoon in April

• Student groups will be in charge of making their product and selling their product

• Monies raised will go directly back to the school; first place, second place, and third place to win a cash prize and trophy to be held by the school until the following school year (next competition)

Competition

• Competition will be creating the next "Hurricane Popcorn" in our event called Poppin Toppins.

• Students will create their own popcorn by adding whatever they would like to popcorn to make the next best creation

• Placement is based upon sales at event, votes,

Your job (Placement of Efforts - JEE repsonse and deliverables for your responses)

You may be in a group of 3 to cover the following questions. You DO NOT NEED to create the advertisements, just the planning behind where they will be and what it will be.

• • • Where will you advertise to get student participation?

    • Where will you advertise to get people to our event?

    • How will you get business partners to join in to support?

    • Where should the event be held?

    • How will you organize the booths at the location to avoid favoritism of booths over another? (Create a map assuming 10 entries)

    • How do we get media attention (news/newspapers) to the event?

    • How can we use this event to promote the next year?

• http://inevitablesteps.com/marketing/intensive-distribution/

• https://www.marketing91.com/exclusive-distribution/

• https://www.mbaskool.com/business-concepts/operations-logistics-supply-chain-terms/2385-selective-distribution.html

• https://www.loopnet.com/