Distribution Channel Effectiveness

The assignment discusses the importance of distribution channel effectiveness in building a positive brand image. It highlights how unavailability of product can negatively impact sales and perception, whereas availability on time can create a positive perception and promote brand loyalty. The effective distribution strategy is key to meeting organisational goals, including providing high-quality products on time.

Distribution Channel Effectiveness

Step: 1
Unavailability of product
The unavailability of a product reaction is very bad because it directly impacts on the brand
image in the eyes of the consumers. It builds the poor brand image and bad perception regarding
the brand which directly impacts on the sales volume of the company. It made the consumers
frustrated due to unavailability of product on time due to which consumer loss interest on the
particular brand (Nebenzahl et al., 2013). The supply chain and distribution strategy of the
company is very poor which is shown from the unavailability of product at the time of purchase.
The supply chain of the company needs to be effective in order to avail the product to the target
consumers. The distribution channel strategy which the company tries to achieve is to provide
the product on time in order to meet the need and demands of the customers.
Step: 2
Product widely available
The availability of product on time delights the customer by fulfilling the present need with the
consumption of the particular product. The availability of product on time satisfies the customers
by meeting the needs on time. The perception of the company among the customers becomes
positive which helps promote the brand image in the eyes of the consumers. The ubiquity of
product shows the dedication of company towards its customers which helps to attract a large
number of consumers and it boost the sales volume of the company. The building of brand image

is the ultimate objective of the company which helps to generate higher revenue for a long
period. The distribution strategy of the company is effective which helps to generate higher
revenue by providing the product on time (Batra et al., 2014). The goals of the company are to
provide a high quality of the product on time in order to meet the demands and needs of
consumers on time.
Step: 3
Comparison
The main difference is the availability of product on time. In the first scenario the product in not
available on time which create a negative perception of time and it loss the interest of consumer
on product whereas in the second scenario the product is available on time which creates positive
perception of the brand in the eyes of the consumers which helps to attract a large number of
consumers. Secondly, the distribution strategy of the company is ineffective which unable to
meet the organisational goals whereas in the second scenario the company has effective
distribution strategy which helps to provide the product on time. The effective distribution
strategy helps to promote the brand image in the eyes of the consumers. In the first scenario, the
perception of the company is negative due to unavailability of product on time whereas in the
second scenario the availability on time creates a positive perception in the eyes of the
consumers. The primary difference is the effectiveness of supply and distribution strategy
(Christopher et al., 2016).

References
Nebenzahl, I. D., & Jaffe, E. D. (2013). Measuring the joint effect of brand and country image in
consumer evaluation of global products. Journal of Marketing Practice: Applied Marketing
Science.
Christopher, M. (2016). Logistics & supply chain management. Pearson Higher Ed.
Batra, R., Ramaswamy, V., Alden, D. L., Steenkamp, J. B. E., & Ramachander, S. (2014).
Effects of brand local and non-local origin on consumer attitudes in developing countries.
Journal of consumer psychology, 9, 83-95.