УДК: 519.711.3

Попова Е.В., Савинская Д.Н.

SPECIFICITY OF DISTRIBUTORSHIP ON HOD MARKET

ФГОУ ВПО «Кубанский государственный аграрный университет»

В статье представлена общая структура дистрибуции в торговле: прямая дистрибуция и непрямая. Рассмотрены особенности распространения реализуемого товара, а так же возможные виды продаж.

Ключевые слова: дистрибуция, компания дистрибутор, рынок бутилированной воды, виды продаж.

In article the general structure distribution in trade is presented: direct distribution and indirect. Features of distribution of the realized goods, and as possible kinds of sales are considered.

Keywords: distribution, company-distributor, bottled mineral water market, kinds of sales.

There are two main types of distributorship in trade: direct distribution when certain goods are delivered on points of retail directly by manufacturer, and indirect – distribution through the intermediary (company-distributor). There is no importance of goods’ type: it can be chewing gums, plates, T-shirts with a logotypes, TVs, nails and cars. The basic job of the company-distributor is goods’ storing in the warehouses, its delivery to consumers, booking from clients, conducting of accounts and logistics.

Goods’ sale on points of retail can be various. There are three principal types of sales in distributorship. Let’s consider them on an example.

Let’s suppose that there is a company-distributor working in separately taken city which extends bottled mineral water. Its major customers are shops and big office establishments. The main problem is to describe all possible kinds of distribution of the given goods and to reveal their positive and negative qualities.

The first type of distribution of the given goods is distant when the employee of the company-distributor communicates with customers by phone. In this case there is a daily telephone survey of active and potential clients: with first to receive a demand, with second – to offer the cooperation.

Later the goods are delivered to the customer directly to a point of retail. This kind of sales is the most economic for the company-distributor, but very ineffective.

The second type is preliminary sale. Employees of the company-distributor (sales representatives) directly visit each client and at personal contact take the demand and do offers on cooperation.

Such type includes various advertizing materials: catalogs, booklets, etc. evident demonstration of additional services, such as printing labels and various logos of firms if it is possible.

Later the sales representative delivers all demands to office of the distributor where they are processed and then goods are delivered to the client. The market of water delivery in houses and offices – HOD market (Home and Office Delivery) is a separate market segment of bottled water. This market practically doesn't compete with other segments of soft drinks and has the specificity as it is the market, first of all, of services in water delivery. Such kind of sales is more unprofitable, but much more effective.

The third type is a direct sale. In this variant sales representative being at the client has with itself a certain stock of the goods. At such variant the transaction can be carried out right after presentation. This kind of sales is the most economically rational and as much as possible effective. But in our case the good has big volume and weight, therefore preliminary sale is the most effective method of distribution.