7 Rules of Marketing that Get Results by Temel Aksoy

Author:Temel Aksoy [Aksoy, Temel]
Language: eng
Format: epub
Published: 2018-11-27T05:00:00+00:00

DISTRIBUTION

57. Bra

nds without Widespread Distribution Cannot Grow

Marketing isn’t a world where people develop personal and meaningful relationships with brands, but a world where millions of people select from among dozens if not hundreds of brands. It’s a world ruled by the laws of large numbers (details in chapter 24). In this world where brands struggle to differentiate from their rivals, people don’t agonize over their choices. They make their purchase decisions with as little thought as possible.

People aren’t preoccupied about brands during the normal course of life (details in chapter 37). It’s not the consumer’s job to think about brands but, rather, the work of brand directors and the marketing professionals who serve those brands.

When people are shopping, they want to buy a product or service with as little hassle as possible. No matter how well known a brand is or how good its image is, if people don’t see it when they go to a point of sale, they won’t take the trouble to go to a different sales point to buy that particular brand. They’ll simply purchase the rival’s brand they see in front of them.

To sell a brand, the most important thing is to have it physically available at the sales point (and/or online). The more sales points a brand acquires, the more likely it is that shoppers will see and buy the brand.

Many brands have never achieved success simply because of inadequate distribution, even though they have good products at a good price. On the other hand, many brands with mediocre products are successful because of a strong and extensive distribution network, their availability at points of sale and their ability to be noticed by shoppers.

Most marketers underestimate the importance of distribution, but in today’s competitive environment, the most crucial element of a company’s success is whether or not the company has established a widespread and adequate distribution network.

Most marketers are inclined to think that it’s more important to manage the product, price and especially the advertising, and that the business of marketing requires creativity. They assume that making agreements with sales channels to ensure the brand’s physical availability and managing the brand at these sales points is routine work that anybody can do. This is a huge mistake that runs absolutely contrary to the facts. Today, the most challenging function of marketing may be the sales and distribution function, as this work requires the most concentration, effort and intelligence.

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