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Assessment 3 -
Marketing Plan Part B

Section 2 – Marketing
strategies and tactics

2.3 Distribtion (Place)

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Assessment 3 – Marketing Plan Part B
Section 2.3 - Distribution (Place)
You must address both current and line extension strategies

2.3.1 Marketing channel

Consider the market structure and how your brand and products will reach the
target audience.
• Identify the levels of the marketing channel that is currently utilised
• Discuss why the levels of the marketing channel make sense –
recommending any adjustments required
• Incorporate a diagram showing the levels.
• Link the discussion to your segmentation table, consumer persona and
brand positioning.

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Assessment 3 – Marketing Plan Part B
Section 2.3 - Distribution (Place)
2.3.2 Intermediaries
Consider the intermediaries that currently or potentially could structure and
how your brand and products will reach the target audience.
• Detail the distribution strategy based on the product life cycle
• Evaluate the current distribution and identify a gap in the distribution.
• Make recommendations for improvement.
• Discuss how you intend to obtain the distribution of the line extension,
such as how/why the distribution will appeal to your target market.
• Discuss how this will contribute to the marketing objectives.
• Remember to return to your pricing and product sections to ensure this
discussion aligns.
• Link the discussion to your segmentation table, consumer persona and
brand positioning.

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Assessment 3

Frameworks to apply:

• Product life cycle

• Consumer marketing
channels

• Channel design

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Assessment 3
Section 2.3 - Distribution (Place)
To inform your place strategy, you will need to draw upon the learning
materials and include the following marketing frameworks:

2.3.1 Marketing channel

2.3.2 Intermediaries

You have ~ 350 words in total for Section 2.3

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Assessment 3
Section 2.3 – Distribution (Place)
2.3 Distribution strategies

Step 1: Review and select the distribution strategy based on where you are
situated on the PLC.
You must address both current and line extension strategies

Introduction Growth Maturity Decline

Sales Low sales Rapidly rising Peak sales Declining sales
sales
Costs High cost per customer Average cost Low cost per Low cost per
per customer customer customer
Profits Negative Rising profits High profits Declining profits
Customers Innovators Early adopters Middle majority Laggards
Competitors Few Growing Stable number Declining number
number beginning to
decline

Distribution strategy Build selectiv e Build Build more Go selectiv e:

distribution intensiv e intensiv e Phase out
distribution distribution unprofitable
outlets

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Assessment 3
Section 2.3 – Distribution (Place)
Open your interim assessment instructions.

2.3.1 Distribution strategy

Determine your distribution strategy based
on the position in your PLC

10 mins

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Assessment 3
Section 2.3 – Distribution (Place)
2.3 Marketing channel

A layer of intermediaries who perform

some work in bringing the product and its
ownership closer to the final buyer.

Step 1: Review the channel levels currently

utilised by your brand

Step 2: Determine any changes

Step 3: Illustrate and discuss levels of

channel

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Assessment 3
Section 2.3 – Distribution (Place)
Justification based on classification of goods:
Intensive Selective Exclusive
Convenience Shopping Specialty

Using this slide, with the previous slide,

incorporate into your marketing channels discussion information from
Passport's report Headphones in Australia report.

Sample channel
distribution in
Passport

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Assessment 3
Section 2.3 – Distribution (Place)
Start developing the following:

2.3.2 Marketing Channels

Illustrate your channel levels including
some company names that make up each
level.

2.3.3 Intermediaries 20 mins

Discuss and illustrate your channel design

Refer to Week 9 lecture slides and recording, as well

as Chapter 10 of the recommended text for detail

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