Creating Product Distribution Channels

Choosing and Managing Your “Chain” Distribution

Since I launched Proline Concrete Tools, I have had other opportunities to create a strategy and execute a plan to reposition our client’s products. Your decision to begin building your distribution channel or decide to reposition your products, creating a Distribution strategy can be profitable and enjoyable experience or it can destroy your profit and make your life miserable.

Distribution is also a very important component of Logistics and Supply chain management. Distribution in supply chain management refers to the distribution of your products through “distributors” to your ultimate consumer, the contractor; or from your operation directly to the contractor. There is one other term you need to keep in mind in this discussion, that is a two-tier distribution.

Going from your plant (whether you produce your products or are buying them through a private label method) the process:

You (factory) » Distributor (retailer) » Contractor (end consumer) is called chain of intermediaries

Each step passing the product down the chain to the next organization, before it finally reaches the consumer or end-user. This process is known as the ‘distribution chain’ or the ‘channel.’ Each of the elements in these chains will have their own specific needs, which you, the manufacturer or “factor” need to take into account, along with those of the all-important end-user, the contractor.

For ease of use, clarity and briefness, we have set up several tabs with a brief CASE STUDY for several of your efforts since our experience with Proline, our first decorative concrete client in 2004.

CASE STUDY

» Proline Concrete Tools

» Brickform

» Floric

» Concrete Coatings (Utah)

» Supper Saddle

» Fluid Stone

» Speed Cove

» Classic Coatings

» Surface Gel Tek