March 16 – 17, 2021
@ PIM, Lahore.
In the marketing mix, all other P’s are copiable except the place. Products and technology can be replicated, promotions are not successful until and unless passed through the acceptance cycle of ‘positioning’ in the minds of consumer and price being the most easily copied ‘P’.
Strategy around place is powerful as it is woven around networking and relationship with customers, distributors, retailers and wholesalers without disappointing the consumers who are looking for your brand. It is said that the war of marketing for Consumer goods is fought in the battlefield of sales and distribution management as the given brand franchise due to the lack of product availability or interest of channel can cause poor results. Organizations are looking at their Channel excellence as one of its SCA (Sustainable Competitive Advantage). Further distribution activities have to be scientifically researched, planned, monitored through a team of sales organization who must be motivated, led, energized, evaluated and coached with a continuous improvement drive in an organization.