Distribution for a Teen Magazine Advanced Marketing
Dec 14, 2015
Distribution Distribution deals with the place factor of
the marketing mix.
It is how the product you are selling ends up in the consumer hands. You get consumers interested in the product by
how you market it You get them to buy a product by how it is
distributed
Distribution The channel of distribution is the path a product
takes from the manufacturer to the final user. Your final user can be a
An industrial user (Company) A consumer
Example product: Shampoo Who does shampoo get distributed to?
Consumer Company
Distribution When a consumer purchases shampoo
they use an intermediaries to do so. Intermediaries are basically middlemen They reduce the number of contacts necessary
for a company to get its product out to consumers
Imagine if Wal-Mart, Wal-Greens, CVS, etc…didn’t sell shampoo? How would you buy it?
Distribution One of the most common types of intermediaries is the merchant
intermediaries. Wholesaler Retailer
A wholesaler buys large quantities of a good from a manufacturer and then sells them to retailers
Rack jobbers buy products and then manage the inventory they purchased, Count stock, refill stock, maintain store displays, etc.. Only bill retailer for the amount they sell
Drop Shippers own the goods they sell but do not physically handle the actual product
Coal, Lumber, Chemicals They sell the goods for the manufacturer & the manufacturer ships it
Distribution Retailers sell goods to the final consumer
for personal use. A brick and mortar retailer has a physical store
that they sell products at
Distribution Retailers do not have to have a store to sell their
product Vending machines Direct mail Catalogs TV Home Shopping Websites
Larger brick and mortar retailers will offer options listed above
Distribution Channels of Distribution are either direct or
indirect Direct distribution occurs when the producer
sells goods or services directly to the consumer without the help of intermediaries
Indirect distribution involves the use of intermediaries
Your Magazine You are creating a magazine that targets teens
Can be male or female Target audience is 13 – 17 Can focus any topic dealing with teens
Celebrities Music Cars Fitness Dance Beauty Fashion
Presentation The class will act as a boardroom
We may move class to boardroom You should be dresses for success
Begin by introducing yourself, why you are presenting, overview of presentation
Be able to compare your product with your competition effectively
First Step Determine what type of magazine you want to
create Create a title What is your focus? What makes your magazine standout?
Need to know the 4 P’s of competition What is their product? What is their price? What is their promotion? Where is their magazine distributed?
Competition If I did a “girl” magazine one of my main competitors would be
Seventeen
What attracts people to this magazine? Current articles Monthly editions Use of popular celebrities Gives advice on topics most girls don’t like to talk about
Product Seventeen focuses on friendship, gossip, advice, girl talk…
The 4 P’s of Seventeen Price
$3.50/issue 36 issues for $15.00 24 issues for $12 12 issues for $10
Promotion Project Seventeen
MTV partnership http://www.seventeen.com/
Games Giveaways Weight Loss help Membership option Ford Modeling contract
The 4 P’s of Seventeen Place
Available online www.amazon.com http://www.magazinesubscriptions.com/seventeen
Retail Stores Walmart Walkgreens CVS Albertsons
Gas Stations Circle K
Second Step Choose a color scheme that matches your
product Girl magazines use bright colors, pink, purple, etc.. Boy magazines use darker colors: green, red,
black, blue
Choose a font that makes your title standout Choose a background picture that makes
your magazine appealing & creative
Presentation Begin by introducing yourself
Explain what your goal with this project was I wanted to create a magazine that targeted teenage girls
who want to lose weight & become more active How you are going to help Zazz, Inc. succeed
I am confident that my product will make Zazz, Inc successful because
9 out of 10 girls are unhappy with their appearance 1 out of 10 girls skip 2 meals a day because they are unhappy
with their weight
Be able to provide an overview of your presentation Explain what you will cover before you cover it
Bell Work What pricing strategy do you think is
effective for a teen magazine? $3.00 or less $3.01 - $3.50 $3.51 - $4.00 $4.01 or higher Large discount for subscription
Bell Work What are three characteristics of a female,
teenage target market?Interested in…. Boys Fashion Beauty Friends
Bell Work How many words can a magazine title
have?a) One
b) Two
c) Three
d) Four
e) Both a and b
f) As many as you want
Bell Work Rank in order which you think is most
important on a magazine cover? Title Color Scheme Picture Content
Bell Work Why do magazine companies create a
website to accompany their product? More people use the internet than read Sell ad’s
Bell Work Why is knowing your competition important
when creating your product? Take what they do well and make it better Take advantage of their weaknesses
If a company doesn’t do a good job at something….you should focus on making sure you do
You get the customer your niche fits
Bell Work What is an intermediaries?
Intermediaries are basically middlemen They reduce the number of contacts necessary
for a company to get its product out to consumers
Imagine if Wal-Mart, Wal-Greens, CVS, etc…didn’t sell shampoo? How would you buy it?
Bell Work Nov. 4 What is the difference between a rack jobber
and a drop shipper? Rack jobbers buy products and then manage the
inventory they purchased, Count stock, refill stock, maintain store displays, etc.. Only bill retailer for the amount they sell
Drop Shippers own the goods they sell but do not physically handle the actual product
Coal, Lumber, Chemicals They sell the goods for the manufacturer & the manufacturer
ships it
Bell Work Nov. 5 What is the difference between direct
distribution and indirect distribution? Direct distribution occurs when the producer
sells goods or services directly to the consumer without the help of intermediaries
Indirect distribution involves the use of intermediaries