be delighted to receive the product you ordered with flowers?
Distribution connects the producer of
the product and the consumer of the product.
Without the consumer, no business is possible and in a way, he decides
the volume of the business including the other features like design and
packaging. Consumer is the king of the market. Of course, between the producer
of the product and the consumer, there are many intermediaries who are
inevitable in the channel of distribution.
Distribution to be effective must
deliver goods to all stakeholders in right time, in the right place and in the
right quantity without any damage to the goods.
Delivering the goods in right time
brings in many advantages. First of all, the customer is satisfied that he has
received the goods in right time in the sense that his need for it can be
fulfilled as he wished. Additionally, it reinforces the brand image of the
company because it makes the customer feel that the company has responded
correctly to the customer since it values the customer.
Nothing damages the name of the company
than a delivery of goods in a wrong place. And no blame should be laid at the
door of the customer at any cost, generally. Verification of the address is a
valid measure because the place is the final destination in the journey of the
So also the right quantity: Quantity is
not just the number but it also includes correct packaging. Very often, a good
packaging leaves a good impression on the mind of the customer.
Distribution has some more tangible
benefits. It creates job opportunities. It is said in distribution is involved
a huge number of graduates and even post-graduates in international food
delivering companies like Zomato. In catering domain, the distribution of food
items ordered under home-delivery mode has been gaining popularity which means
business for the catering organisation is on the increase. Flipkart and Amazon
are reputed examples that solely depend on the efficient supply chain which
functions effectively in distribution.
Of course, through distribution
channel, information flow can be easily and cost-effectively maintained. The
company can pass on vital information about its products and also get direct
feedback from the customers.
We will spend some more time on
distribution management in our next.