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Marketing and Distribution Channels

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 2

Marketing and Distribution Channels

Billy Footwear offers fashionable and functional shoes for men, women, and children.
Billy Footwear's best marketing channels of distribution should be direct and indirect
channels. Billy Footwear should build a large global network and a large network of
showrooms around the world to sell their shoes because they want to appeal to a wide range
of global consumers. This is a direct channel. Billy Footwear should use middlemen
throughout the indirect channel. Billy footwear websites, where the product is directly
delivered to the customer, should be used for electronic marketing.

Distribution routes are the routes that a product takes to reach or be made accessible
by the final consumer. The number of intermediaries between a producer or manufacturer and
the final consumer defines the distribution channel. Billy shoes should be distributed through
both direct and indirect channels. Retail locations and wholly owned distribution subsidiaries
are examples of direct channels. Independent distributors and other credentialed
representatives are examples of indirect channels. When using permitted agents or
independent distributors, two-channel levels are used. Using both direct and indirect
channels, high market penetration is possible.
Billy’s Footwear should focus on intensive distribution. Customers do not have to
travel far to find Billy's products because of the company's intensive distribution plan.
However, some products are granted exclusivity. Due to design features, some products
should only be distributed through specific channels. Billy's shoes should take advantage of
the push strategy. The message is "pushed" through the channel using this strategy. It
includes the use of both television commercials and print advertisements. By including the
company's logo and name in each advertisement, the company will be able to push the
message of each advertisement to the customer.