How to Write a Marketing Plan

Part 4: Tactical Marketing Programs

4. Distribution Issues
This marketing tactics section lays out the distribution plan for the product or service. Distribution is a broad concept that includes all activities and entities (e.g., value chain partners) responsible for getting the product or service to the customer. Distribution costs can represent a high portion of the overall cost of the product so an efficient distribution system may be critical for marketing success. (Length: 1-3 pages)

• Brief summary of current distribution network/value chain decisions:
  • Types of channels used
    • direct - e.g., direct via sales force, Internet, etc.
    • indirect - e.g., retailers, wholesalers, agents
    • combination
  • Level of market coverage
    • intensive - e.g., mass availability
    • selective - e.g., wide availability
    • exclusive - e.g., restricted availability
  • Outlets handling product
    • types
    • number/level of penetration
    • geographic location
  • Perceived product positioning
    • in relation to competitors
  • Distribution costs
• Identify planned changes:
  • Summarize changes
  • Justify changes:
    • Due to results
    • Due to research
    • Due to competition
    • Others
• Describe planned changes:
  • Objectives
    • e.g., account development, gain distributor support, account maintenance, account penetration
  • Types of channels employed
  • Level of market coverage
  • Outlets handling product
  • Product positioning
  • Distribution costs