Once You Have Developed Your Product Or Service You Then Nee

Once You Have Developed Your Productservice You Then Need To Determi

Once you have developed your product/service, you then need to determine how to make it available to the end user. Using your textbook and the articles from the Databases in the AIU Library, develop a distribution system for the laundry detergent industry. Your research should include an overview of distribution channels, channel levels (direct versus indirect), channel organizations such as conventional, vertical, horizontal, and multichannel marketing systems. You should analyze your target market's needs, explaining what you know about your target market and what they want from a distribution channel. Determine which channel members you will use (e.g., retailer, wholesaler, dealer, manufacturer's rep, or direct options like catalog, telephone, sales force), and explain why. Decide how many channel members you will use—whether you choose intensive, exclusive, or selective distribution—and justify your choice. Finally, recommend a channel organization (conventional, vertical, horizontal, or multichannel marketing system) and explain your reasoning. Your report must include a reference list with all sources cited appropriately in APA format. In-text citations are required throughout the paper. The paper should be written in third person, include a cover page, an abstract page, and a reference page, and be 2-3 pages long, starting with a brief introduction and ending with a concise conclusion.

Paper For Above instruction

The development of an effective distribution system is a critical component in ensuring the successful market penetration of laundry detergent products. An optimal distribution strategy not only enhances product availability but also aligns with customer expectations and market dynamics. This comprehensive analysis explores various distribution channels, their respective organizational structures, and applicable strategies, specifically tailored for the laundry detergent industry.

Understanding the nuances of distribution channels is fundamental to selecting the most suitable pathway to consumers. Distribution channels are categorized based on their level of directness to the end customer—ranging from direct channels, where producers sell directly to consumers, to indirect channels involving intermediaries such as wholesalers and retailers (Coughlan et al., 2018). For laundry detergents, a blend of channel options can be employed to maximize reach and efficiency.

In terms of channel levels, a direct distribution model might involve manufacturer-owned online storefronts or direct sales teams, providing high control over branding and customer experience. Conversely, indirect distribution through retailers and wholesalers allows products to reach broad markets efficiently. Market analysis indicates that consumers of laundry detergents value convenience, availability, and trustworthiness—elements well-served by multi-layered distribution channels incorporating both direct and indirect methods (Kotler & Keller, 2016).

Analyzing target market needs reveals that customers prefer accessible options for purchase, often favoring retail outlets where they can inspect the product and seek advice. Therefore, employing a combination of channel members—such as national retail chains and local supermarkets—addresses these preferences. Retailers and wholesalers are essential in providing widespread reach, while direct channels like online stores offer convenience and personalized service (Rosenbloom, 2013).

The choice of channel members also hinges on distribution intensity. Given the household nature of laundry detergent consumers, an intensive distribution approach is suitable to maximize product availability across various retail outlets. This strategy ensures the product's accessibility in numerous supermarkets, drugstores, and big-box retailers, catering to consumer demand for convenience (Levy & Weitz, 2012). Such wide distribution supports brand visibility and encourages consumer trial.

Regarding channel organization, a multichannel marketing system is advantageous for laundry detergent products. This approach combines multiple channels—such as online sales, retail stores, and perhaps direct-to-consumer options—building a comprehensive distribution network. A multichannel system allows for diversified consumer touchpoints, enhancing accessibility and customer engagement, while also mitigating risks associated with relying on a single channel (Berman & Evans, 2016). This strategy aligns with modern retail trends and consumer behavior favoring omnichannel shopping experiences.

In sum, establishing a well-structured distribution system for laundry detergents entails selecting a multichannel marketing approach that leverages both direct and indirect channels. Utilizing extensive retail partnerships with national and local outlets, complemented by online sales channels, ensures broad product availability and aligns with target consumer preferences. This integrated strategy enhances market penetration, brand presence, and ultimately, sales performance.

References

• Berman, B., & Evans, J. R. (2016). Retail management: A strategic approach. Pearson.
• Coughlan, A., Anderson, E., Stern, L., & El-Ansary, A. (2018). Marketing channels (8th ed.). Pearson.
• Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
• Levy, M., & Weitz, B. (2012). Retailing management (9th ed.). McGraw-Hill Education.
• Rosenbloom, B. (2013). Marketing channels. Cengage Learning.