¿QUÉ es PLAZA en el MARKETING MIX de LAS EMPRESAS? ▶ Tutorial PARTE 2 ✅

Summary

In this video, Marco Ríos Pita, a university professor specializing in business courses, explains the concept of 'Plaza' in the marketing mix, focusing on distribution channels. He covers various types of distribution strategies including intensive, selective, and exclusive distribution, each tailored to the value and sophistication of the product. The video also highlights the impact of e-commerce and digital channels, noting their growing importance due to their cost-effectiveness and broader reach. Finally, it explores the distinctions between retail, wholesale, and other sales models, providing a comprehensive understanding of how products are distributed to consumers.

Takeaways

• 😀 Plaza refers to the distribution channels strategy in marketing, which focuses on how products reach the consumer.
• 😀 There are three types of distribution strategies: intensive, selective, and exclusive, depending on the product's added value.
• 😀 Intensive distribution is for mass-consumed products with low value added, typically found in supermarkets, street vendors, etc.
• 😀 Selective distribution is for products with a higher added value but no exclusivity contracts, sold in fewer locations.
• 😀 Exclusive distribution involves products with high added value and often requires contracts with exclusive distributors.
• 😀 Companies must choose the right distribution channel based on the product type and its market positioning.
• 😀 There are different types of distribution channels: direct (manufacturer to consumer), short (with retailers), and long (involving wholesalers, agents, etc.).
• 😀 E-commerce and internet-based sales are becoming increasingly popular, offering lower costs compared to physical stores.
• 😀 Online sales provide benefits such as a larger product selection, customer reviews, and the convenience of shopping anytime and anywhere.
• 😀 Retail sales include various categories, such as department stores, specialty stores, supermarkets, convenience stores, and discount stores.
• 😀 The wholesale channel focuses on selling large quantities to businesses, and it's used for reselling products or buying raw materials for production.

Q & A

What is the focus of the tutorial in the video?

The tutorial focuses on the concept of 'Plaza' in marketing, which refers to distribution channels. The video explains different strategies of distribution channels including intensive, selective, and exclusive distribution.

What are the three main distribution strategies discussed in the video?

The three main distribution strategies discussed are intensive distribution, selective distribution, and exclusive distribution. These strategies are based on the nature and value of the product being sold.

What is intensive distribution and when should it be used?

Intensive distribution is used when a product has low value-added features, competitive pricing, and is intended for mass consumption. It involves placing the product in as many locations as possible within a designated territory.

How does selective distribution differ from intensive distribution?

Selective distribution involves distributing a product through a limited number of intermediaries, targeting areas where the product has more added value compared to intensive distribution. Products in selective distribution are often more sophisticated and valuable.

What is exclusive distribution and when is it appropriate?

Exclusive distribution is when a company signs exclusive contracts with distributors who are the only ones allowed to sell the product in a certain region. This strategy is used for high-end products with significant value-added features.

What are the different types of distribution channels mentioned in the video?

The video discusses three types of distribution channels: direct, short, and long channels. A direct channel involves the producer selling directly to the consumer, while short and long channels involve various intermediaries such as wholesalers and retailers.

How has the internet and e-commerce affected distribution strategies?

The internet and e-commerce have significantly impacted distribution strategies by reducing the need for physical retail spaces. Many companies are now focusing on online sales platforms like Amazon or their own e-commerce websites, offering products directly to consumers at lower costs.

What benefits does e-commerce provide for businesses and consumers?

For businesses, e-commerce offers a broader reach, direct consumer interaction, and cost savings on physical store maintenance. For consumers, it provides access to a greater variety of products, convenience, and the ability to view reviews and ratings before purchasing.

What is the difference between retail and wholesale sales?

Retail sales involve selling products in smaller quantities to individual consumers, typically for personal use. Wholesale sales, on the other hand, involve selling products in larger volumes, usually to businesses that will resell or use the products in their operations.

What are some types of retail outlets mentioned in the video?

The video mentions several types of retail outlets, including department stores, specialty stores, supermarkets, convenience stores, and discount stores (outlets). Each type focuses on different product categories or service models.