Place

"Place is the shorthand description for the means by which the matching process between the needs of the market and the offering of the firm is finally achieved by getting the product to the right place at the right time."
- Wills et al (1980)

"Distribution encompasses the means by which manufacturer; get their products and services into the hands of the consumer. The objective of distribution is to get your products to the right place, in the right condition and at the right time by the most cost-effective methods.

Distribution is consequently one of the most vital as well as expensive tools of marketing. Generally the ultimate consumer is in no position to go to your company directly, so a system has to be developed of getting the product to the consumer. You need to understand two interrelated aspects of the distribution process:

• Channel of distribution: These are intermediaries that perform a variety of functions between the manufacturer and the user/consumer of the product; for example, wholesaler, retail pharmacies.
• Physical distribution: The set of tasks involved in physically moving products from the original manufacturer to the points where the product is used or consumed to meet the needs of the consumers; for example, warehousing, order processing, outbound transportation, customer delivery, repeat servicing of hospitals, pharmacies, and so on.

Distribution is a vital link in the sale of your products to the consumer. When you promote your product and convince the doctor to prescribe it or the hospital to use it, that product has to be immediately available where it is needed. Without effective and efficient distribution channels you have lost control over a vital part of your marketing mix by making it difficult for a customer to buy your product.

During the patented life of a product, the marketer strives to develop brand loyalty amongst users. To achieve this, the product must be available when the customer/user wants it. When the supply of a branded product is not available, the user out of necessity will use another brand. This is serious enough during the patented life of your product. When this happens after patent expiry the consequences can be terminal!"
- Lidstone (1987)

Lidstone J with Collier T. Marketing planning for the pharmaceutical industry. Aldershot UK. Gower 1987
Wills G, Cheese J, Kennedy S, Rushton A. Introducing Marketing. London Pan 1980