IMPROVING DISTRIBUTION EFFECTIVENESS IN MARKETING OPERATION
The challenge created by the dynamic nature of the marketing
environment has necessitated a total attention to the “place” variable
or distribution is very important in that. It tries to make the product
available at place and time of exchange.
It is on the above vein that this study was conducted, the research
was to find the extent to which NBC Plc was effective and efficient in
the distribution of their products.
The research was carried out in Enugu metropolis. The researcher
made use of interviews, observation and questionnaires in collecting the
primary data. The respondents were made up of consumers, distributions
and company personnel.
TABLE OF CONTENTS
1.1 General Background to the subject matter
1.2 Problems associated with the subject matter
1.3 Problem(s) that search will be concerned with
1.4 The importance of studying the area
1.5 Definition of important terms
2.0 Literature Review
2.1 The origin of the subject area
2.2 School of thought within the subject area
2.3 The school of thought relevance to the problem
Of the search
2.4 Different method of studying the problem
3.1 Data presentation (highlight of the study)
3.2 Analysis of the data
The recent phenomenon in the marketing environment in Nigeria has
resulted in a drastic turn around from a production oriented market to a
buyer oriented market. It has demonstrated the importance of
recognizing a remarkable change in buyer behaviour, and the need of
every production company to reappraise its marketing system and adapt to
the new environment and even exploit it. A key strategy in this
marketing system is DISTRIBUTION.
Distribution is a strategies marketing tool representing one of the four arms of the marketing mix, often referred to as “4Ps”.
These 4P’s are:
PRICE: This measures the ability of the buyer to purchase the products.
PRODUCT: (quality and quantity): this includes all the attributes to make the product attractive for exchange purpose.
PROMOTION: Promotion involves creating awareness
about the product, educating the potential and actual consumers about
the product, and at purchasing the product or even reducing dissonance.
PLACE: (Distribution) the core of the matter being
distribution is very important because the efforts developing the
product, creating awareness and the product, creating awareness and
putting or displaying the product at the best price will be defeated if
it is not made available at the place that exchange can take place.
The marketing mix thus comprises the decision element in company’s
marketing programme, the total packages that determine the degree of
The “4P’s” summarises clearly the major ways the firms can influence sales. We are concerned with the place variable.
This therefore, pinpoints the importance of distribution in achieving
available products. This availability of product bridges the gap of
space and time between the production and consumption.
Before a production could achieve the desired satisfaction, it must
get to the consumers the way they want it, thus breaking all the
barriers or gap between the production areas to the consumers.
Schare and Smith 1980 (page 386) saw the desired satisfaction, it
must get to the need for effective distribution when they remarked that
the most innovation product at an attractive price is worth absolutely
nothing if it is not available to the buyers when they want it. Product
availability then is one requirement of an exchange.
Therefore, marketing managers all around the world appreciates the
role the distribution play in providing place, utility or satisfaction
to the product is available, the value is therefore enhanced. So
distribution can be seen to increase the time of utility of a product by
putting down the distance between the parties to the exchange.
Nigeria Bottling Company Plc (NBC) practices the traditional
distribution system that is their products are distributed through
various types of middlemen like wholesalers, retailers to customers,
direct from the company or through the salesmen.