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Principles of Marketing Unit 4 Promotion and Distribution Corrected

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117 views3 pages

Principles of Marketing Unit 4 Promotion and Distribution Corrected

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Palak Tanwar
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Unit-4 Promotion and Distribution - Principles of Marketing

PROMOTION STRATEGIES AND EXAMPLES

1. Promotion Strategies:
a. Push Strategy:
- Focuses on pushing the product through the distribution
channel to the final consumer.
- Example: Personal selling to retailers, trade promotions like
discounts to wholesalers.
b. Pull Strategy:
- Aims to create consumer demand so that retailers and
distributors are compelled to stock the product.
- Example: Social media campaigns, advertisements, influencer
endorsements.

2. Examples of Promotion Strategies for Different Products:


a. Designer Bags:
- Exclusive launch events.
- Collaborations with celebrities or influencers.
- Limited edition releases to create scarcity and luxury appeal.
b. Fast-Moving Consumer Goods (FMCG):
- In-store promotions like Buy One Get One Free.
- Television and digital advertisements targeting mass audiences.
c. Technology Products:
- Pre-launch teaser campaigns.
- Demonstrations and trade shows.
d. Startups:
- Crowdfunding platforms to generate interest.
- Digital marketing to reach a wider audience cost-effectively.

3. Challenges in Promotion:
- Managing budgets effectively.
- Measuring the success of promotional campaigns.

DISTRIBUTION

1. Introduction to Distribution:
- Distribution involves delivering the product from the producer to
the consumer.
- Ensures the availability of products at the right place, in the right
quantity, and at the right time.

2. Types of Distribution Channels:


a. Direct Distribution:
- Producer sells directly to the consumer.
- Examples: E-commerce websites, factory outlets.
b. Indirect Distribution:
- Involves intermediaries like wholesalers, retailers, and agents.
- Example: FMCG products distributed through retailers.

3. Levels of Distribution Channels:


- Zero-Level (Direct): Producer to Consumer.
- One-Level: Producer to Retailer to Consumer.
- Two-Level: Producer to Wholesaler to Retailer to Consumer.

4. Factors Influencing Distribution Decisions:


- Nature of the Product: Perishable vs. durable goods.
- Target Market: Urban vs. rural markets.
- Cost of Distribution: Balancing affordability with efficiency.
- Competition: Analyzing competitors' distribution channels.

5. Modern Trends in Distribution:


- E-commerce: Direct-to-consumer sales through online platforms.
- Omni-channel Distribution: Integration of online and offline
channels for seamless customer experience.
- Sustainable Distribution: Eco-friendly practices like minimizing
packaging and optimizing transportation routes.

6. Case Studies:
a. Amazon: Efficient warehousing and delivery networks.
b. ZARA: Fast fashion with centralized distribution centers for quick
restocking.

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