Name: Fawad Raza

Id: 14722
Program: MBA

Course: Distribution &

Channel Management
Submit: Sir Ekhlaque
Due date: Sept14,17.

ASSIGNMENT#1
Here, I am summarizing first class lecture, discussion on importance of place out of
4ps & channel in marketing & in success of product.

The last element of the marketing mix is the place. Also called placement or
distribution, this is the process and methods used to bring the product or service to the
consumers
In the marketing mix, the process of moving products from the producer to the intended
user is called place. In other words, it is how your product is bought and where it is
bought. This movement could be through a combination of intermediaries such as
distributors, wholesalers and retailers. In addition, a newer method is the internet which
itself is a marketplace now.

Here Im jotting down important points discuss:

Through the use of the right place, a company can increase sales and maintain
these over a longer period of time. In turn, this would mean a greater share of the
market and increased revenues and profits.

Correct placement is a vital activity that is focused on reaching the right target
audience at the right time. It focuses on where the business is located, where the
target market is placed, how best to connect these two, how to store goods in the
interim and how to eventually transport them.

If you mess up with a channel your product wont work. It fails to deliver to sale
because competition would take your presence. E.g. If your product is Pepsi & at
one point you fail to deliver it on time; then your product & market share would be
replaced by any other brand like coca cola, Amrat cola, or topsi.

It is very Important to place product in a right way because its a brand. Its
visibility & care should be done in order to deliver right message to its audience.
It is also important for a company to manage its intermediators well. E.g. A
country manager, Asia pacific visit to see his product in market. He was very
disappointed to see his product of Philips upside down. So, its important to
manage your intermediates well for selling product.

It is easier to copy all three Ps but copying channel is very difficult. It holds years
of relationship, efforts, network which cant be copy easily.