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Product Marketing & Distribution

Marketing physical products requires consideration of packaging, distribution channels, and front-end retail display. Get tips and food for thought in marketing your products in these helpful articles.

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Purchase incentive fulfillment

Purchase incentives are an every-day occurrence. We see them everywhere, from simple coupons to instant rebates to frequent flier miles.
Does your business offer a purchase incentive as a marketing tactic? How much good does it do for your business… really? Does your fulfillment deliver the goods?
I’m a geezer who remembers mailing in [...]

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Choosing your Sales Channels

Channel marketing proves to be a “fit” if the process better responds to the desires of the target market than the organization could do alone. An organization must answer the question, “Will our customers or clients be better served by channel members rather than having us perform these functions?”
Lot size
How many “units” does the end [...]

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Channel marketing moves goods from producers to consumers

How do you most efficiently get your product or service to the people that need it and are willing to pay for it? Using a marketing channel may be a solution. Channel marketing describes the organizations that work together to get your product or service to the end user.
Extending Your Reach
Many producers of products and [...]

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Product bundling

Product bundling is combining two or more products or services together, creating differentiation, greater value and therefore enhancing the offering to the customer. Bundling is based on the idea that consumers value the grouped package more than the individual items.
Bundling can enhance an organization’s offering mix while minimizing costs. This is attractive to consumers who [...]

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Packaging and labeling your products

Product packaging must be appealing in order to attract and hold the consumers’ eye and attention, and serve as an efficient and functional shipping container.
Most physical products require packaging. This involves the design of a box or wrapper that contains the product. In addition to the function it performs—to hold and protect the product—it is [...]

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Product marketing

Successful companies don’t market products, they market offerings.
An offering encompasses the benefits or satisfaction provided to your target markets, tangible and intangible. To successfully market your product, you must understand its benefits from the buyer’s perspective. This approach allows you to think beyond the tangible “product” entity and consider what the consumer is actually buying and their [...]

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Catalog sales as a retail channel for your business

There are plenty of benefits to having your products sold in catalogs. But, be wary! There are pitfalls as well in this sales/distribution channel.
Giving away the farm
Many catalogs will ask for a multitude of discounts and concessions before they even place one order. You give them a set price for your product. But they insist [...]

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Product and brand failures: a marketing perspective

Overview
Product and brand failures occur on an ongoing basis to varying degrees within most product-based organizations. This is the negative aspect of the development and marketing process. In most cases, this “failure rate” syndrome ends up being a numbers game. There must be some ratio of successful products to each one that ends up being [...]

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How to market an innovative product

First, start with the benefit of innovation. Innovation works in business only when it creates a benefit. That benefit could be a cost savings or efficiency that benefits the producer or distributor, or a cost savings or anything else that benefits the customer. So your first step is to understand and demonstrate the benefit.
Some people [...]

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