The selection of the most effective product distribution channels is among the most challenging tasks for new businesses. Even if the goods are to be sold using innovative technology and have no analogs in the market, the distribution strategies should be planned thoroughly. The example of a new home tooth brushing system that does not require the use of toothpaste involves a range of potential problems linked to distribution.
Most importantly, giving too much power to intermediaries and product distributors in the mentioned case are associated with the threat of new competitors or even fake products. At the same time, selling the toothbrush to clients requires the presence of effective advertising materials. It is because the brush that performs its functions without toothpaste will become popular only if consumers change their years-long habits and are fully aware of its benefits. To address the listed problems, it is possible to implement a multi-channel approach and sell the toothbrush both directly and with retailers’ help (Kotler and Armstrong, p. 308). The use of two strategies will allow appealing to different customer segments and taking younger and older clients’ characteristics into account.
The combination of different ways to sell the invented toothbrush will help to maximize profits and create a strong brand image. The first strategy will involve online advertising and direct sales with the help of the producer’s official website (Kotler and Armstrong, p. 308). It is planned that this approach to distribution will help to attract young customers who value time-consuming options and are digitally literate. Older people may have negative attitudes toward buying products on the Internet or simply distrust online shops, and this is why retailers’ help is required. Collaboration with retailers will significantly increase the product’s market penetration rates and allow selling it in local household appliances shops. Alternatively, building strong partner relationships with the largest teleshopping companies will solidify the outcomes of online advertising efforts and further improve brand recognition.
Work Cited
Kotler, Philip, and Gary Armstrong. Principles of Marketing. 14th ed., Prentice Hall, 2011.