How can I be successful in choosing where to sell my product?

In today’s text we will only focus on one P, that of square, which can be associated with the commercial axis of the business.

The backbone of marketing is its compound, formed by four pillars: product, price, place and promotion. In today’s text we will only focus on one P, that of square, which can be associated with the commercial axis of the business.

The P for square is very important for anyone who wants to have a successful business. The business manager must give all his attention to the correct choice of channels in which he will sell his products, including considering the role of each channel.

This involves asking: do I want to generate sales volume or just improve the image of my product on this channel while increasing sales on another channel? An interesting example from authors Motta, Serralvo and Santos (2017) is baby diapers in children’s stores. Pampers certainly earns much more in the pharmacy channel, but it could be interesting for the brand’s image to be present at Alô Bebê, for example, which can provide visibility and brand recall.

Once the channels have been defined, another important decision is to establish distribution goals per channel: which will be the points of sale, in which regions and how many? Will I be able to distribute my products directly or will I have to contact a third party (indirect distribution through wholesale, representative or distributor).

With the channels established, and the products already at the points of sale, the brand needs to define the service standards in each establishment: how the merchandising will be done, what the logistics will be like, the spaces on the shelves, in addition to managing inventories.