During my radio program today we discussed the marketing mix [many people know this as the 4 P’s] as this was requested by one of the listeners. For those of you who are not familiar with the Marketing Mix, the 4 P’s stand for :-

  • Product
  • Price
  • Promotion
  • Place

… now when we talk about distribution channels in marketing, this topic falls under that P of Place. That is to say, where will the end user customer actually end up purchasing the product and/or service that is produced by the company in question.

If you consider a company like coca cola and how you can go almost anywhere in the world and purchase this soft drink, you can begin to get an idea of how important channels of distribution in marketing are for businesses of all sizes. Of course none of us ever purchase Coca Cola from the company itself – instead we purchase from a retailer who would have in turn purchased from one of many possible distribution channels. There can be many intermediaries in the supply chain which of course all adds to the final price paid by the end user.

In my consulting and training work – this topic of distribution channel management is continuing to be an ever important one. How is your company doing in terms of actively managing your distribution partners ?

  • Are you working in partnership ?
  • Do you know their margins ?
  • Do you know their fixed costs ?
  • Do you know how much your products are contributing to their fixed costs ??

As the price that the end user pays for a product continues to be tied to the costs incurred in getting that product to the end user, training and consulting requirements on this subject matter will rise and those companies that make the incremental necessary changes in this respect will be those that take more market share and ultimately be the ones that excel.

As always, any thoughts, comments or consulting requirements ? don’t hesitate to get in touch.

-Stephen C Campbell

Currently I am involved in consulting with organisations to aid them in developing and increasing their organisational effectivenes and focussing in on just what is it that makes a great versus mediocre leader. What was it for example that made Herb Kelleher [former CEO of South West Airlines] such a great leader who made people want to follow him.

Looking at great leaders from all walks of life we know intrinsically that they have ‘something makes people want to be around them and want to do their very best for them as a leader and for the organisation for which they work. Through continued breakthroughs in Neuro Science we now know that the brain acts as both a transmitting as well as a recieving organ – with respect to leadership the term "Social Intelligence" looks at the ability of a leader to cause the members of his/her team to cooperate, do their very best and ultimately improve the organisation.

Traditionally we would focus on the abilities of the leader [Emotional Intelligence] and of their skill level and competencies to be able to complete tasks but now; we are looking at how critically important Social Intelligence is to the qualities of a leader.

During this particular business trip I have spoken to over 1000 people on the topic of Social Intelligence and Leadership, it is my desire that I will be able to continue to use my consulting skills in new and fresh areas in order to improve organisational effectiveness and thereby help companies to generate more revenues.

How is your [or you managers] level of Social Intelligence and Leadership Abilities ? Do you think it could be worthwhile spending a couple of days away from day to day activities to look at how you can improve by getting to grips with this topic ??

If so – let me know, any comments ??

Stephen C Campbell [Punjab, North India]