Tema 5 Canales de Distribución (Marketing PDF)

# TEMA 5 CANALES DE DISTRIBUCIÓN ## Esquema de orientación al cliente en marketing directo ### Identificación del Cliente - The question, "But... who is this customer?" is accompanied by the KitKat logo. - This question is vital in marketing because it identifies the final customer who consumes t...

# TEMA 5 CANALES DE DISTRIBUCIÓN ## Esquema de orientación al cliente en marketing directo ### Identificación del Cliente - The question, "But... who is this customer?" is accompanied by the KitKat logo. - This question is vital in marketing because it identifies the final customer who consumes the product. - The arrow pointing from the KitKat logo to a product package indicates the importance of knowing the target customer and their preferences. ### Proceso de Intercambio - An arrow points to a stack of bills, signifying monetary exchange. - This highlights the crucial economic transaction between customer and product purchase, vital for connecting producers and consumers in direct marketing. ### Diversos Puntos de Venta - The phrase "CUSTOMER ORIENTATION = DIRECT MARKETING" emphasizes the importance of customer focus in direct marketing. - The image showcases a supermarket, small store, bakery, and gas station. - These diverse outlets represent the channels through which KitKat reaches the market. - This multi-channel approach ensures product accessibility across various locations, facilitating customer purchases. ### Ciclo de Consumo - An arrow points from a KitKat package to a person labelled as "CONSUMER/USER/BUYER," depicting the product being consumed. - This concludes the consumption cycle, illustrating how the product reaches the final consumer. - Another arrow points to bills, highlighting the repeated monetary exchange and the significance of customer satisfaction in encouraging future purchases. ## Conclusion - The image clearly and visually illustrates the direct marketing process, emphasizing the importance of identifying and understanding the final customer. - It demonstrates how the product progresses through various distribution channels, such as supermarkets and stores, until reaching the consumer, ultimately completing the economic cycle. ## Programa de gestión de clientes - This section underscores the importance of CRM in various business sectors like supermarkets, general and convenience stores, and clothing stores. - CRM is presented as an effective tool for analyzing customer interactions, identifying optimal communication methods, and leveraging relationships for additional revenue generation. - This systematic approach not only enhances customer satisfaction but also streamlines marketing and sales strategies, fostering sustainable long-term growth. - CRM is critical for nurturing and strengthening customer relationships, adapting to their specific needs and preferences, ultimately leading to a competitive advantage in the market. ## Gestión de las relaciones con los clientes (CRM) - CRM is a strategic approach that businesses utilize to manage and analyze interactions with current and prospective customers. - Its core focus lies on improving customer satisfaction, promoting loyalty, and boosting sales through data analysis and insights. - Customer-centric businesses prioritize not just product creation, but also building strong customer relationships. - This involves possessing in-depth market knowledge, understanding customer needs and desires, and adapting marketing strategies accordingly. - Overall, CRM serves as an essential tool for maintaining a competitive edge by placing the customer at the heart of the company's culture. ## 1. La relevancia de la cuarta “P”: distribución - The marketing scheme is divided into four sections, each representing one of the "4 Ps": Product, Price, Place (Distribution), and Promotion. - Each section is accompanied by guiding questions for developing a strategic marketing approach. ### Product (Product) - The primary focus is on defining the product and service, addressing questions like "What will our product be?" and "What will it look like?". - These questions seek to identify the characteristics of the product or service being introduced to the market, setting its value and differentiation from competitors. ### Price (Price) - This section delves into pricing considerations, driven by questions such as "What features and benefits will it have?" and "How will we price it?". - The emphasis is on establishing an appropriate pricing strategy that reflects the perceived value of the product while remaining competitive in the market. ### Distribution (Place) - The third section focuses on Distribution, highlighted as the "Fourth 'P'". - The key question here is "How will we distribute it?". - It addresses the channels and distribution points through which the product will reach the final consumer. - This includes logistics, point-of-sale locations, and product accessibility for customer convenience. ### Promotion (Promotion) - This final section addresses the key question "How will we promote it through advertising and discounts?". - It focuses on strategies and tactics for communicating with potential customers, generating awareness, and persuading them to purchase the product. ## Distribución y logística - The distribution and logistics aspect in marketing refers to the process by which a product reaches the end consumer. - It encompasses choosing the right distribution channels, ensuring the product is available in appropriate locations where the buyer or consumer can acquire it. - This involves strategically selecting the channel most suitable for positioning the product and reaching the targeted market segment. - Distribution and logistics also encompass managing interconnected processes and decisions, encompassing both direct and indirect channels, such as retailers and wholesalers. - An efficient approach to distribution and logistics guarantees product accessibility, maximizing customer satisfaction and improving operational efficiency. ## La cuarta “P”: distribución - The scheme is divided into four sections, each representing one of the "4 Ps": Product, Price, Place (Distribution), and Promotion. - Each section is accompanied by guiding questions for developing a strategic marketing approach. ## Tipos de canales de distribución: ### Canales Directos - Products are directly sold to the consumer without intermediary involvement. - Examples include companies like Inditex and Avon. - This channel offers greater control over the customer experience, potentially lowering costs by eliminating intermediaries. - However, it may require significant investment in logistical infrastructure. ### Canales Convencionales - These channels incorporate intermediaries, including wholesalers and retailers, to facilitate product distribution. - There are two subcategories: - **Vertical Channels:** The intermediary specializes in a specific company's product. Examples include Nespresso and K-tuin. - **Horizontal Channels:** The intermediary sells products from various companies. Examples include FNAC and Oceanográfico. ### Canales multicanal - This strategy involves using multiple channels simultaneously to reach consumers. - The aim is to engage customers through various touch points, enhancing sales opportunities. - Examples include companies like L'Oreal and Apple, which utilize both physical stores, online platforms, and other distributors. ## Conclusión: Choosing the appropriate distribution channel is crucial for a successful marketing strategy. Each channel has its advantages and disadvantages, therefore the decision should be based on factors such as the product type, target market, and available resources. - Understanding the differences between direct, conventional, and multi-channel channels allows companies to develop an optimized distribution strategy. - This ensures products reach the right audience, maximizing customer satisfaction, and achieving the desired market reach. - It also guarantees that products are easily accessible and convenient for consumers. ## Razones para selección del canal - Several factors influence the selection of a distribution channel: ### 1. Controlar la Imagen del Producto o Servicio: - The chosen channel greatly impacts the perception of the product or service in the market. - For example, luxury products like perfume should be available through channels that convey exclusivity and quality. - Controlling the channel ensures that the product maintains its prestige and positioning within the market. ### 2. Razones Económicas (Coste, Financiación, Solvencia): - Economic factors are crucial for channel selection. - Consider factors like distribution costs, financing options, and the channel's financial stability. - Choosing a channel that optimizes costs and improves efficiency can significantly contribute to a company's financial success. ### 3. Mezcla General y Fuerza Ofrecida en el Canal, Conflictos: - Consider the product mix and the channel's ability to effectively offer those products. - Evaluating potential conflicts that may arise between channels is important. - For example, supermarkets like Lidl and department stores like El Corte Inglés have distinct market approaches that need careful management to avoid conflicts and maximize product presence. ### 4. Razones Geográficas o Culturales: - Geographic and cultural differences play a significant role in distribution channel choice. - Strategies may vary across countries and regions, as evidenced in the Canary Islands, where logistics and cultural considerations must be aligned for effective and locally relevant distribution. ### 5. Propiedades del Producto: - Certain product characteristics, such as needing refrigeration, specialized sales support, or having a short shelf-life, affect the channel selection. - Products requiring specific storage conditions or limited shelf-life necessitate distribution through channels that can meet those requirements to maintain quality and safety. ## Conclusión: - The choice of a distribution channel is a strategic decision that considers multiple interconnected factors. - Control the product image, optimize economic aspects, manage product and channel conflicts, address geographic and cultural issues, and consider product specifics. - This holistic approach ensures that the distribution strategy aligns with the company's business and marketing objectives, guaranteeing product effectiveness and customer satisfaction. ## Políticas de selección de canales: ### Distribución Intensiva - This strategy aims to make the product accessible through the maximum number of possible channels. - The goal is to ensure widespread availability, suitable for mass-market products seeking broad market penetration. - An example is KitKat, found across supermarkets, convenience stores, and other outlets. - Advantages include maximizing reach and accessibility, though potentially a higher cost of distribution. ### Distribución Exclusiva - This approach involves a limited selection of outlets for product distribution. - Brands like Cartier and Sony utilize this strategy to maintain brand image and ensure products are sold in environments that reinforce their exclusivity and prestige. - While it protects brand positioning, it may limit product accessibility for some consumers. - It can also strengthen relationships with selected retailers, fostering strategic partnerships. ### Distribución Selectiva - This strategy sits between intensive and exclusive distribution. - A single distributor is chosen for a specific geographic area to sell the product. - Ferrari, for instance, selects specific dealerships for its vehicles. - This allows for quality and customer service control, ensuring the product is presented appropriately while balancing accessibility and brand control. - It helps maintain brand integrity while reaching a significant number of consumers. ## Estrategias de canal: ### Estrategia de Empuje - This strategy focuses on pushing the product through distribution channels. - Marketing efforts concentrate on intermediaries like distributors, wholesalers, and retailers to promote the product to end consumers. - It involves "pushing" the product toward the market. - An example is the Donuts brand, where the slogan "If I see it in the store, I'll buy it" reflects the strategy's impact on sales. - Advantages include rapid sales and increased product availability; however, it may require additional promotional efforts to motivate intermediaries. ### Estrategia de Tracción - This strategy focuses on creating demand among end consumers, pulling the product through distribution channels. - Marketing efforts directly target consumers, stimulating demand and 'pulling' the product. - Coca-Cola is a classic example, where the phrase "I'll go to the store to buy it" highlights the brand's direct connection with consumers seeking out their products. - This can strengthen customer loyalty and preference, but requires hefty investments in advertising and marketing campaigns. ## Multicanal: distribución en el caso de L'Oréal ### Canales Multicanal - L'Oréal employs a multi-channel strategy to distribute its products, utilizing various channels simultaneously. - This includes both physical outlets like department stores and pharmacies, as well as online sales. - This approach increases product visibility and accessibility for consumers, maximizing their reach and presence. ### Selectivo/Lujo - L'Oréal distributes certain luxury brands like Lancôme, Yves Saint Laurent, and Biotherm through exclusive outlets. - These outlets reflect the prestige and quality of these brands. - L'Oréal protects their premium brand image by maintaining distribution in high-end stores. ### Farmacias - L'Oreal distributes brands like Vichy, La Roche-Posay, and Sanoflore primarily through pharmacies. - This is ideal for products positioned as dermatological solutions and skincare, offering a trusted and specialized environment for customer consultations. ### Mercado Masivo - Brands like Garnier, L'Oréal Paris, and Essie are widely distributed in supermarkets and convenience stores, enabling L'Oreal to reach a broader consumer base seeking affordable quality products. - This accessibility facilitates impulse purchases and routine buying. ### Peluquerías/Salones de Belleza - Brands like Matrix, Kérastase, and L'Oréal Professionnel reach consumers through salons and hairdressers. - This channel is crucial for products requiring professional application or benefiting from stylist recommendations. - This allows L'Oréal to directly promote its products to professionals, emphasizing quality and efficacy. ### Vertical - Venta al por Menor - The Body Shop exemplifies a vertical distribution channel, selling products directly through company-owned stores. - This approach provides L'Oréal with complete control over the customer experience and product presentation, ensuring consistent quality and ethical practices. ### Venta Directa y Ventas Online: - L'Oreal leverages both direct sales and online platforms to reach customers. - This includes their own online shop, providing convenience for customers who prefer to purchase online. - It also collects valuable customer data, allowing L'Oreal to adapt product offerings based on preferences. ## Conclusión: - L'Oréal's varied distribution strategy showcases how a company can maximize its reach and cater to diverse consumer preferences. - Segmenting distribution based on product type and customer profiles ensures that the right products reach the right consumers. ## Omnicanal: - This strategy seamlessly integrates multiple sales and communication channels. - It aims to provide a consistent and smooth customer experience regardless of the channel used. - This addresses the evolving expectations of modern consumers who interact with brands across various touch points, including physical stores, online platforms, mobile apps, and social media. - By implementing a multi-channel approach, businesses can expand their reach, improve customer satisfaction, and streamline operations for a unified and consistent brand presence across all channels. ## 2. Distribución comercial - This section examines the different types of distribution outlets within retail, focusing on online stores and physical stores. ### Tienda en Línea - The image illustrates an online store with a graphic design that includes a laptop and a mobile phone, both displaying a shopping cart. - This symbolizes the convenience and accessibility of online retail, allowing customers to purchase from anywhere at any time. - Advantages of online stores include a wider variety of products, competitive prices, easy product comparison, and direct delivery to homes. - Additionally, online stores can collect valuable data on customer behavior, enabling personalized offers and improving the overall customer experience. ### Tienda Física - The image shows a traditional building with a door and a "Sale" sign. - This represents the traditional brick-and-mortar shopping experience. - Customers can see, touch, and try products before purchasing. - Physical stores provide tangible interaction with products and immediate customer service, which holds value for many consumers. - Physical stores also play a crucial role in building customer loyalty and fostering more profound and memorable brand experiences. ## Distribución - The distribution process connects production with consumption. - It ensures products reach the final consumer or industrial buyer in the necessary amount, at the right time, location, and at a reasonable price. - Efficient logistics are essential for this process, encompassing production to delivery points. - This guarantees product accessibility and availability to satisfy market demands. ## Sistema de distribución - The image depicts a system of interconnected people and institutions involved in the distribution process. - It includes exchange spaces where goods are traded, products to be distributed, commercial channels, and individuals like agents and intermediaries. - The image showcases a delivery truck connecting various delivery points labeled A, B, and C, representing the product flow from producer to end consumer. - The success of a distribution system hinges on efficient logistics that ensure the products reach the correct destination, time, and quantity, catering to market demand in an efficient manner. ## Proceso de decisión de compra del cliente - This section outlines the steps a customer undertakes when purchasing a product. ### 1. Información: - The customer actively seeks information about the desired product. - This research might involve sources like the internet, recommendations from friends and family, prior experiences, and advertising. - The goal is to gather pertinent information to gain a comprehensive understanding of the product and its features. ### 2. Información Comparativa: - Once sufficient information is gathered, customers compare different options available in the market. - This includes evaluating products, brands, prices, and benefits. - The customer analyzes these factors to identify the option best suited to their needs and preferences. ### 3. Logística: - This stage involves customer consideration of logistics related to the purchase. - Factors like product availability at different points of sale, delivery options, shipping times, and potential costs are examined. - The ease and convenience of logistics play a significant role in the decision-making process. ### 4. Conveniencia y accesibilidad: - Before making the final decision, customers evaluate the convenience and accessibility of the product. - Factors like the location of the point of sale, ease of purchase, returns policy, and customer service can influence the final choice. - The customer seeks a shopping experience that is both convenient and satisfying. ## Conclusión: - The illustrated diagram provides a valuable tool for understanding customer behavior by breaking down the purchasing decision into manageable steps. - By analyzing each step, businesses can develop marketing strategies that address customer needs and concerns effectively. - This optimizes the shopping experience, ultimately leading to increased conversion rates. ## Agentes del sistema de distribución - The distribution system comprises various players who contribute to the flow of products from the producer to the consumer. ### Canal de Distribución 1: Productor → Consumidor - This is the most direct channel, eliminating intermediaries. - The producer directly sells products to the consumer, offering greater control over the customer experience and potentially lower costs. - However, this requires significant investments in logistics and infrastructure by the producer. ### Canal de Distribución 2: Productor → Detallista → Consumidor - The producer sells products to a retailer who then offers them to the consumer. - It's a prevalent channel in many industries, allowing the producer to focus on production while retailers handle sales and customer service. - Retailers have experience in selling to consumers, often providing better accessibility. ### Canal de Distribución 3: Productor → Mayorista → Detallista → Consumidor - This channel includes a wholesaler who acts as a middleman between the producer and retailer. - Wholesalers purchase large quantities from producers and sell them in smaller quantities to retailers. - This model is efficient for producers seeking to expand their reach without managing multiple retailer relationships. - Wholesalers can also provide storage and logistics services, benefiting producers. ### Canal de Distribución 4: Productor → Agente → Mayorista → Detallista → Consumidor - This is the most complex channel, involving an agent to facilitate sales between the producer and the wholesaler. - Agents don't purchase products but work on commission to find suitable wholesalers or retailers for the producer. - This works for producers seeking rapid market expansion without significant investment in building direct relationships with wholesalers. ## Conclusión - Various distribution channels provide multiple options for producers to reach consumers. - The choice depends on product type, available resources, and market objectives. - By understanding the characteristics of each channel, producers can optimize their strategy for efficient logistics, cost reduction, and customer satisfaction. ## Agentes del sistema de distribución: - Each agent plays a critical role in moving products from the manufacturer to the end consumer. ### 1. Minoristas: - These include wholesalers and retailers. - They purchase goods for resale without altering the original product. - Wholesalers buy large quantities from manufacturers and sell smaller quantities to retailers, who ultimately sell to consumers. - This system ensures product availability across various sales points, making it convenient for consumers to purchase. ### 2. Intermediarios No Comerciales: - These agents don't purchase products but act as intermediaries between suppliers (e.g., manufacturers, importers) and buyers (e.g., industrial or commercial firms). - They facilitate transactions, connecting supply and demand without owning the product. - Their role is vital in ensuring that products reach the right market and are accessible to consumers. ### 3. Otros Distribuidores: - This category encompasses various distribution service providers. - They include logistics companies, e-commerce platforms, and facilitators that optimize various aspects of the distribution process. ## Conclusión - The distribution system consists of a network of agents collaborating to ensure products efficiently reach consumers. - Wholesalers, non-commercial intermediaries, and other distributors play specific roles in this process. - Each agent contributes to the overall success of the system, working together to streamline distribution and meet market demands. ## Distribución Directa - This is a marketing strategy where the manufacturer or producer directly sells products to the end consumer, eliminating wholesalers and retailers. - It offers greater control over customer experience, pricing, and inventory management. - This approach fosters a closer relationship with the customer, improving service and communication. - However, it places additional responsibility on the producer for logistics and after-sales support, traditionally handled by intermediaries. - IKEA is a successful example, offering quality products at competitive prices while maintaining strong customer relationships. ## Distribución Multicanal - This strategy leverages multiple channels to reach consumers. - It allows companies to maximize their reach and meet diverse customer preferences. - Channels can include physical stores, e-commerce platforms, direct sales, authorized distributors, and third-party marketplaces. - Implementing a multi-channel approach provides a consistent and convenient customer experience, enabling interaction across preferred channels. - L'Oréal exemplifies this strategy, selling its products through department stores, pharmacies, supermarkets, salons, and online platforms, enhancing its presence and meeting various consumer needs. ## Minorista VS mayorista - These are distinct but interconnected players within the distribution chain. ### Minorista: - They sell goods or services directly to end consumers, traditionally through physical stores. - They offer products in convenient sizes and quantities for individual use, often grouping various products and quality options. - They provide additional services like delivery, installation, after-sales support, and financing options, aiming for a personalized and direct customer experience. ### Mayorista: - They sell goods or services in bulk to retailers and smaller manufacturers. - They maintain large warehousing facilities for storage and distribution. - They possess the infrastructure and capacity to handle large-scale transportation and delivery, providing volume discounts. - This efficiency enables them to offer wholesale prices and a broader selection to retailers, contributing to an efficient and cost-effective distribution network. ## En resumen: - The key difference lies in the roles they play within the distribution chain. - Minorists target end consumers, offering services to enhance their shopping experience. - Wholesalers work at an intermediary level, streamlining product flow from manufacturers to retailers, optimizing logistics and leveraging economies of scale. - Understanding these distinctions is crucial when developing marketing strategies that match the specific requirements of each type of agent, enhancing overall distribution efficiency. ## Agentes del sistema de distribución - Mayoristas: - Their primary function is to sell goods to retailers, other wholesalers, or manufacturers, but they never sell directly to consumers. ## Funciones Clásicas de los Mayoristas - The image details the traditional roles of wholesalers, outlining their key functions in the distribution chain: **1. Compra de bienes al productor u otro mayorista:** They purchase products directly from either manufacturers or other wholesalers. **2. Agrupación y estandarización de productos:** They gather and standardize products for easier handling and distribution. **3. Transporte de mercancías:** They manage the transportation of goods from their origin to the point of sale. **4. Almacenamiento y conservación de productos:** They store and preserve products until they are sold. **5. Desarrollo, promoción y venta de productos:** They play a role in product development, promotion, and sales. **6. Entrega al minorista o a otro mayorista:** They deliver products to retailers or other wholesalers. **7. Préstamos y financiación a la clientela:** They offer financial assistance to their customers. **8. Asunción de riesgos:** They assume certain risks associated with product distribution. ## Relevancia: - This information highlights the crucial role of wholesalers in the supply and distribution chain. - They facilitate the flow of goods, making sure products reach retailers efficiently and are readily available in the market. ## Asesora al minorista sobre: - Wholesalers play a vital role in advising retailers. **1. Características e información sobre productos e innovaciones:** They keep retailers updated on product features, new releases, and innovations. **2. Productos más vendidos y rotaciones:** They provide insights into popular products and their sales patterns. **3. Gestión de stock and pedidos:** They assist retailers in managing inventory and order fulfillment. **4. Gestión comercial y administrativa:** They offer support in retailers' commercial and administrative processes. ## Sección de Tipos: - This section classifies wholesalers based on different criteria, providing a more in-depth understanding of their roles and functions in the market. **1. Activity:** This classification groups wholesalers based on the specific activities they perform in the supply chain. **Examples:** - **Mayoristas de Servicio Completo:** They offer a comprehensive range of services like storage, transportation, promotion, and sales. - **Mayoristas de Servicio Limitado:** They specialize in a few functions like storage and transportation, with limited additional services like promotion. **Relevancia:** This classification helps identify which wholesaler can provide the specific services a particular company needs. **2. Products:** Wholesalers are grouped based on the type of products they handle: **Examples:** - **Mayoristas Generalistas:** They sell a wide variety of products, ranging from food to electronics. - **Mayoristas Especializados:** They focus on a specific product category, like pharmaceuticals or electronic components. **Relevancia:** Product specialization allows wholesalers to offer in-depth expertise and personalized services for that particular merchandise category. **3. Localización:** This classification considers the geographic location of wholesalers and its impact on their operations: **Examples:** - **Mayoristas Locales:** They operate in a specific region, often with a limited but specialized distribution network. - **Mayoristas Internacionales:** They have operations across multiple countries, managing distribution and logistics globally. **Relevancia:** Location determines logistical efficiency, delivery times, and transportation costs. **4. Transferencia de Propiedad:** This category classifies wholesalers based on how and when they take ownership of products. **Examples:** - **Mayoristas que Compran y Venden:** They purchase goods and take ownership before selling them to others. - **Mayoristas Comisionistas:** They act as intermediaries; they don't own the products, earning commissions based on sales volume. **Relevancia:** The distribution system influences risk levels and the business models for wholesalers. **Note:** The trend of wholesalers losing significance within the distribution system suggests potential changes in their role and prominence. ## Minoristas: - They are the retailers who sell directly to consumers. - They are known as the final link in the distribution chain, providing the most direct access to buyers. **Rol e Influencia:** They play a significant role in influencing the marketing efforts of manufacturers and wholesalers. **They can:** - **Impulsar las ventas:** Promote products and generate demand. - **Ralentizar las ventas:** They can negatively impact sales if they fail to manage inventory properly or promote products adequately. - **Alterar las actividades de marketing:** They can adapt their sales strategies in response to specific local market needs and consumer preferences. ## Clasificación de los Minoristas: - This section categorizes retailers using various classifications. **1. Según la Actividad o Los Productos Vendidos:** This classification groups retailers based on their business activity and product focus. **Examples:** - **Supermercados:** Sell a wide range of everyday goods. - **Tiendas especializadas:** They focus on a specific product category, like clothing, electronics, or books. **2. Según la Propiedad o el Nivel de Implicación:** This classification focuses on who owns a retailer and the degree of involvement in running the business. **Examples:** - **Franquicias:** Operated under the terms and rules of a larger brand. - **Minoristas independientes:** Independently owned and operated businesses. **3. Según la Ubicación:** This classification considers the geographic location of a retailer and its impact. **Examples:** - **Tiendas urbanas:** Located in highly populated city areas, often in shopping malls or main streets. - **Tiendas rurales:** Situated in less densely populated areas, providing access to products in rural regions. **4. De Acuerdo con la Estrategia (Con Tienda Minorista):** This classification focuses on the retailer's business strategy, particularly whether they have a physical presence or not. **Examples:** - **Tiendas físicas:** Traditional stores where customers can view, try, and purchase products. - **E-commerce:** Online stores without a physical presence, selling products through the internet. **5. Venta sin Establecimiento ni Tienda:** These retailers operate without physical stores, using alternative methods to reach consumers. **Examples:** - **Venta directa:** Sales representatives visit consumers. - **Mercados móviles:** Vehicles that sell directly to consumers in different locations. ## La rueda del comercio minorista: - The diagram depicts four distinct historical periods and the dominant types of retailers in each era. - It provides a structured approach to understanding the evolution of retail through time. **Periods Históricos y Tipos de Minoristas** **1. Late 1800s:** Large department stores and five-and-dime variety stores were prevalent. * Department stores offered a wide range of products under one roof. * Variety stores sold items at low prices, often providing a convenient shopping experience. * They introduced a new level of convenience and accessibility for consumers. **2. Early 1900s:** Self-service grocery stores and Sears catalogs emerged. * Self-service groceries allowed customers to pick products directly from shelves, reducing reliance on staff and lowering costs. * Sears catalogs offered a wide range of products through the mail order, expanding access to goods for individuals in remote areas. **3. Mid-1900s:** Supermarkets and discount stores became popular. * Supermarkets offered a broad range of grocery and household items in a self-service format. * Discount stores specialized in discounted products, often with reduced service levels, attracting budget-conscious consumers. **4. Early 2000s:** Online retailers, big-box stores, and lifestyle shopping centers gained prominence. * Online retailers provided convenient shopping from home. * Big-box stores offered a vast selection of products in large, warehouse-style facilities. * Lifestyle shopping centers combined shopping with entertainment, dining, and leisure, offering a more comprehensive experience. ## Los nuevos minoristas ingresan al mercado ofreciendo precios mas bajos, lo que es posible gracias a la reducción del servicio: - New retailers often enter the market with a low-price strategy to attract customers. - They reduce service levels to maintain lower costs, making them competitive in the market. **However:** - **New entries gradually introduce more services as they grow:** They add services to enhance their customer experience and differentiate themselves. - **They become targets for new low-price competitors.** New entrants with a similar low-price, reduced-service strategy may emerge, creating a cycle of competition. ## Value - The image emphasizes the significance of retail distribution in adding value to consumers. - Companies should prioritize factors like quality, accessibility, and convenience when delivering their goods/services. - This benefits customers, who gain more from purchasing the product, but is not solely about moving products from the manufacturer to the consumer. - Instead, it involves optimizing each stage of distribution to maximize value addition. - This includes: * Improving logistics * Personalizing products * Implementing effective marketing * Creating positive shopping experiences - By doing so, companies create differentiation, foster customer loyalty, and achieve higher sales and profitability. ## Valor adquirido a través de la distribución - It's a diagram showcasing the value distribution process with the steps involved: **1. Producer:** Creates the starting point of the supply chain by manufacturing the product or service. **2. Agent:** Acts as an intermediary, facilitating the product's transfer from the producer to the wholesaler. **3. Wholesaler:** Purchases large quantities of goods from producers and stores them until they're sold to retailers. **4. Retailer:** Sells the product directly to the consumer. It's the final stage where the product is ready for purchase. The retailer's role is crucial because they have direct contact with the customer, impacting product perception and customer satisfaction. **5. Consumer:** The ultimate customer who buys and uses the product. It is the crucial element of the distribution system as the person who completes the purchase. ## 4 componentes del valor para el cliente - The image details the four components that contribute to customer value: ### 1. Service Value: - Symbolized by a speech bubble. - Refers to the ease and smoothness of the purchase process. - The question "How easy and seamless is the purchase?" highlights its significance. - It revolves around efficiently completing the transaction with minimal effort and obstacles. - Factors like speed, accessibility, clear information, and helpful customer service all contribute to a positive service value. - Enhancements in this area lead to increased satisfaction and customer loyalty. ### 2. Economic Value: - Represented by a circle. - It focuses on the price-to-value ratio of the product or service. - The question "Is there good value for money?" emphasizes the essentiality of customers feeling that they're getting good value for what they spend. - This involves considering not just price but also the product's features and benefits, assuring customers that the product justifies its cost. - Brands with a strong value proposition are more likely to attract and retain customers due to their perceived value for money. ### 3. Product Value: - Depicted by a location marker. - It addresses the product's ability to meet the customer's needs and expectations. - The question "Does the product meet the buyer's needs?" highlights this key aspect. - Products that effectively address customer needs and expectations are more likely to satisfy and generate repeat purchases. ### 4. Identity Value: - Symbolized by a person silhouette. - It concerns the product's impact on the consumer's self-image and identity. - The question "Does the product boost the buyer's self-esteem?" points out the emotional connection with the product. - Products that resonate with a consumer's values, aspirations, and self-perception create a stronger emotional bond. - This connection leads to greater loyalty and repeat purchases. ## 3. Productos and distribution of bienes de consumo masivo - This section analyzes the dynamics of the mass consumer market and explores how relevant players adapt to evolving customer demands and expectations. **Key Observations:** 1. **The distribution chain consistently adds value for consumers:** This means going beyond simply moving products from manufacturers to customers; it involves enhancing the overall experience. - Improvements in logistics, product personalization, effective marketing, and positive shopping experiences all contribute to this added value. - This differentiation, customer loyalty, enhanced sales, and ultimately higher profitability are all achieved when companies focus on value-adding processes. 2. **Retailers play a significant role in creating value:** As they have direct customer contact, they can significantly influence how a product is perceived and experienced. - Through customer service optimization, product diversification, and implementing effective strategies, retailers can significantly impact the customer experience. 3. **Concentration strategies are prevalent:** This refers to industry consolidation through mergers and acquisitions, allowing companies to benefit from economies of scale and improved operational efficiency. - This strategy can increase competitiveness, enabling companies to effectively cater to a larger market demand. 4. **Distribution chain shrinkage is occurring:** The number of intermediaries between manufacturers and the end customer is reducing. - Fewer intermediaries result in greater efficiency and lower costs. - Companies can potentially achieve lower prices, faster delivery, and improved overall responsiveness to the market, which is increasingly valuable in today's fast-paced environment. 5. **Price is becoming the critical differentiator:** As products become more similar in quality and features, price often determines customer choices. - Companies must focus on competitive pricing strategies that do not compromise quality and added value but also differentiate themselves in a price-sensitive market. ## En resumen: - The image provides a comprehensive understanding of how the distribution chain and retailers are adapting to evolve and create more value for consumers. - The strategies of concentration and chain shrinkage are impacting the market, emphasizing the importance of price as a key differentiator. - It is essential for marketers to develop competitive strategies that cater to the consumer's need in this ever-changing market. ## Consequences of focusing solely on price: - The image highlights the risks of solely focusing on price as a strategy: 1. **Discount-driven approach:** While it may attract customers initially, it can result in a price-sensitive market where consumers always seek lower prices. This can lead to a continuous cycle of discounts, eroding profit margins. 2. **Private label development:** Companies like Mercadona, Dia, and Sephora create their own product lines to offer competitive prices and maintain control over quality and the supply chain. 3. **Formation of purchasing groups:** Groups like IFA combine multiple retailers to negotiate better terms and reduce costs with suppliers, resulting in lower pricing for consumers and further pressure on manufacturers. 4. **Emphasis on logistics:** Large retail chains like Carrefour and El Corte Inglés invest heavily in logistics to optimize distribution processes, reduce unit costs, and maintain a competitive edge.