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PLEASE NOTE: The article below was submitted as part of a recent online competition we ran, inviting our clients and others to share their thoughts and experiences about using promotional products. For that reason the articles are written at a very general level only, and are far from ‘expert’ in any sense! It goes without saying though that if you now could like more detailed help or advice, please do not hesitate to contact us on 1800 674 722, or just send us an email. We would love to be of service to you.. that’s why we are here!


Problems can arise from the use of Promo Item Brisbane distribution intermediaries.

One problem arising from the use of intermediaries to distribute a Promo Item Brisbane is that it almost invariably leads to some form of loss of control of the Promo Item Brisbane over the way markets are served with the Promo Item Brisbane. Obviously, it also involves lower margins, but this needs to be set against the costs of direct distribution of the Promo Item Brisbane, and the breadth of potential customers that any channel can achieve. Of course, if the manufacturer of the food Promo Item Brisbane wants to reach regular supermarket customers, the manufacturer cannot do it without losing control of the supply of an own-brand Promo Item Brisbane. This now gives the supermarket chain a very powerful position in an important component of the supply chain for the Promo Item Brisbane. Product companies that also successfully work with the Promo Item Brisbane intermediary can gain very large sales by operating this way.

Three factors to consider when choosing Promo Item Brisbane distribution intermediaries.

When using intermediaries to distribute a Promo Item Brisbane, you must consider which channels are (a) suitable for customers to receive the Promo Item Brisbane, (b) acceptable to the organisation for distributing the Promo Item Brisbane and (c) feasibility of the distribution of the Promo Item Brisbane, in light of existing market conditions. (The test of suitability, acceptability and feasibility of a Promo Item Brisbane, is used in another context by Johnson and Scholes as one of the tests of corporate strategy). Control of the distribution channels for a Promo Item Brisbane, is a very effective barrier to entry in many markets. Even if it is possible to gain access to a general distributor for a Promo Item Brisbane, alongside competitive products, it will not be enough if the distributor of your Promo Item Brisbane constantly recommends a competitors Promo Item Brisbane rather than your Promo Item Brisbane.

Opportunities exist to develop sales in any market with a Promo Item Brisbane.

An interesting phenomenon is that brands with small market shares suffer, in what Professor Ehrenburg calls, the Double Jeopardy Effect. This is reflected by their customers being less loyal to that brand in regular purchases, hence emphasising the poor sales. This effect makes it very difficult for minor brands to compete effectively. Opportunities do exist to develop sales in any market with a Promo Item Brisbane as the example of Canon Photocopiers shows. This was an effective market entry strategy with a Promo Item Brisbane. Rank Xerox used to dominate the UK photocopier market. They offered a range to meet almost every need and frequently gave away a Promo Item Brisbane. They supported the Promo Item Brisbane with a very large direct sales force and a national service network, with customers that converted after receiving the Promo Item Brisbane.

Break market dominance by using a strategy that includes offering a Promo Item Brisbane.

Canon broke the Rank Xerox photocopier market dominance using a strategy of producing reliable standardised machines and offering a Promo Item Brisbane, which, although not as sophisticated, initially was cheaper. Canon offered their Promo Item Brisbane and range of copiers through independent distributors who could undertake their own sales, promotion and service requirements. This was a much cheaper operation than the Rank Xerox sales and service teams. Of course Rank Xerox fought back with a more expensive Promo Item Brisbane. Canon then responded by further developing their Promo Item Brisbane campaign as part of its initial marketing strategy. But still, the role of Promo Item Brisbane alternative distribution channels was vital in Canons overall market entry strategy.

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