STUDENTS' CORNER - 157

Won’t you be delighted to receive the product you ordered with flowers?

Distribution connects the producer of the product and the consumer of the product.  Without the consumer, no business is possible and in a way, he decides the volume of the business including the other features like design and packaging. Consumer is the king of the market. Of course, between the producer of the product and the consumer, there are many intermediaries who are inevitable in the channel of distribution.

Distribution to be effective must deliver goods to all stakeholders in right time, in the right place and in the right quantity without any damage to the goods.

Delivering the goods in right time brings in many advantages. First of all, the customer is satisfied that he has received the goods in right time in the sense that his need for it can be fulfilled as he wished. Additionally, it reinforces the brand image of the company because it makes the customer feel that the company has responded correctly to the customer since it values the customer.

Nothing damages the name of the company than a delivery of goods in a wrong place. And no blame should be laid at the door of the customer at any cost, generally. Verification of the address is a valid measure because the place is the final destination in the journey of the product.

So also the right quantity: Quantity is not just the number but it also includes correct packaging. Very often, a good packaging leaves a good impression on the mind of the customer.

Distribution has some more tangible benefits. It creates job opportunities. It is said in distribution is involved a huge number of graduates and even post-graduates in international food delivering companies like Zomato. In catering domain, the distribution of food items ordered under home-delivery mode has been gaining popularity which means business for the catering organisation is on the increase. Flipkart and Amazon are reputed examples that solely depend on the efficient supply chain which functions effectively in distribution.

Of course, through distribution channel, information flow can be easily and cost-effectively maintained. The company can pass on vital information about its products and also get direct feedback from the customers.

We will spend some more time on distribution management in our next.