Marketing Square: What is it? and what is it for?

Throughout this interesting post, you will learn all about the Marketing Plaza and its important function – all the details are here in this article!

marketing square

When we talk about marketing place, we are referring to the way in which we can make organizations deliver the services or products we offer in a timely manner.

When we decide to enter a business, we need to understand that there are different possibilities that allow us to reach each of our clients appropriately.

In marketing, when we refer to places, we speak of distribution and it is essential that we learn how we can improve this aspect in order to fully determine the way in which we move within the market.

This is one of the marketing strategies that we need to establish quickly and concretely in order to be able to anticipate the difficulties that we may face regarding the distribution of products or services.

Establishing within our strategies the opportunity to establish the best way to publicize our products. The How to distribute? It is as important as What are we going to distribute?

Today, it's essential to learn how to strategically plan the delivery of our products or services to build trust, security, and above all, convenience for every user or customer we encounter. If you'd like to learn more about how to implement strategic planning within your organization, company, or brand, we invite you to visit the following link: Strategic Planning . This will help you effectively develop each of the concepts presented in the previous article.

We must understand that the market is made up of millions of collaboration factors related to the sale. This includes from the moment they enter until the moment where the action of selling takes place.

Variables at the time of distribution

When we seek to develop distribution methods or, failing that, the marketing space, we must take into consideration variables that may arise and that directly affect the delivery of our product or service to our client.

To better understand these variables, we are going to develop these two groups below:

physical movement

The variables of the place in marketing that we present to you in this group are those that may arise at the time of the physical distribution of our product or service.

This refers to the fact that while the products or services that we offer to our clients are being distributed, situations or elements may occur that directly affect the intention of delivery.

The processing of web or physical orders, inventory controls, transportation, stock of inventories, handling of products or services and storage, are among many variables that fall into this category. That is why when we are developing our position in marketing, it is essential that we cover the different variables of physical movement that may occur to ensure that we meet the needs of the client.

Distribution channels

The second group that we find in the variables that we can find when considering our place in marketing are the distribution channels. This group refers to the different paths that we can find from our store to our client or final consumer.

We must take into account that at this point we will consider the different agents that can influence when executing the dispatch of our merchandise such as wholesalers, retail stores or retailers, sales agents, social networks, among others.

Because the variables that we touch on the distribution point of the square in marketing are extremely complex and complete, it is necessary that we consider that this group can be divided into sub groups to appropriately identify each one of the needs that may arise here. Among these groups we can mention;

direct channels

We refer to direct channels when there are no third parties for the delivery of our products or services. In this variable we do not find any intermediary, our products go from the factory to the final consumer without the need to use other elements.

Among the examples that we can name are furniture factories, doctors, manicurists, pedicurists, hairdressers, among others.

short channels

In this group we find only one intermediary that is usually handled by us as distributors. The channel consists only of factory - retail - final consumer, in order to deliver our products to the customer in an effective manner and without any problems.

In this group we can find hypermarkets, bookstores, brand stores, among others. The important thing is that we remember that this group is only going to handle an intermediary for the purchase action to be executed.

long channels

Finally, within the variables that we can achieve within the marketing space, we find the distribution channels classified as long. These are made up of at least four levels of distribution, which refers to what we find from the factory to the consumer, passing through wholesale stores that deliver to retailers.

In these distribution channels we can find many problems at the time of delivery of the product to the final consumer, if we do not properly manage which are the distribution channels that we can obtain.

That is why it is essential that we take into consideration each of the delivery points that we want when we set up our place in marketing to know that they are the best and that we will not have any problems when we want to deliver our products.

So that we understand in a much more complete way the concepts that enter into the distribution channels in the planning of our place in marketing, we leave you the following video

Choice of place in marketing

When we look for the best options we have to establish the place in the marketing of our products or services in a timely manner, we must take into consideration different aspects that can affect us.

We must understand that not all distribution channels are suitable for everyone, if we work with food products they require greater care than if we work with clothing. They are two completely different types of markets with different risk variables.

That is why if we establish a place in marketing it is essential that we know our products or services, what are the variables that we must consider and above all how we can do so that our product arrives in perfect condition.

It is essential that we evaluate our real market since through this factor we will be able to consider which are the best distribution options. If we find a wholesaler or retailer that offers extraordinary prices but does not meet our dispatch needs, a commercial relationship is not profitable for us.

Another extremely important aspect to choose which is the most appropriate channel for our product or service within the market strategy of the market is the behavior of our market in the different sectors. If our market segment is within the parameters of the shopping center, it is at that point that we should consider establishing business relationships. While if we find that they prefer popular markets, we should go to that distribution channel.

The fundamental thing to establish the best distribution channel within the market place is that we understand what are the characteristics that our commercial ally must have in order to optimally maintain our products or services.

That is why we recommend that you evaluate the conditions it offers us such as storage, technologies to have optimal inventory control, humidity, distribution spaces, locations, temperatures, among others.

By taking these different aspects into consideration, we ensure that our products or services will be delivered in the appropriate manner, which will ensure that we as a brand have a minimum of complaints and claims regarding other levels of distribution.

Distribution channel strategies

Another important point that we must consider when we evaluate the best behaviors for our place in marketing is what are the strategies that we can offer to our distribution levels so that our product or service is attractive and necessary for their stores or catalogues.

It is for this reason that below you will see different strategies or modalities that we can use with our distribution levels to capture the attention of each of them.

Exclusive distribution

One of the most used strategies when doing business is exclusivity. It is that we as manufacturers of products or services offer our distribution channels the exclusivity of sale or consignment market. Which means that only they will be able to offer our products in the market, a reason that adds a lot of importance and determination to them in the market.

intensive distribution

In this factor, we as manufacturers offer our distribution channels a significant amount of inventory to ensure that the final consumer has our products or services at hand.

Selective distribution

If at this moment your business or brand is seeking to value itself within the market, this is the marketing strategy you need, since we are going to focus on selectively distributing at market levels so that the public has access to our products or services but without the need to saturate them, characteristics that increase the value of our inventory.