Kotter And Amstrong

The marketing mix is a conceptual framework that companies utilize to deliver the intended value to chosen customers. It consists of 7 elements: product, price, place, promotion, people, processes and physical evidence (Palmer, 2012). In this section, the “place” of the marketing mix will be investigated in the context of Whiskas. Place decisions involve transferring products and services to final customers when and where they want to purchase them (Dibb et al., 2006). A channel of distribution is defined as a set of individuals and organizations that “help make a product or service available for use or consumption by the consumer or business user” (Kotler and Amstrong, 2015 PAGE NUMBER). By designing an effective channel of distribution, companies

According to Easingwood and Coelho (2003), there are three fundamental types of channels: traditional direct (face-to-face contact with customers), direct marketing channels (direct mail, direct response advertising, and telephone contact), and intermediaries.

Whiskas is considered as a convenience product or fast moving consumer goods (FMCGs), which tends to be relatively cheap and are purchased frequently with minimal buying effort and comparison (Kotler and Amstrong, 2015). A convenience product is generally marketed through many retail outlets to create an easy access to product, as buyers that have a preferred brand can readily choose a substitute if that brand is not conveniently available; this is known as high replacement rate (Dibb et al., 2006). There are three approaches to design a channel of distribution: intensive distribution, exclusive distribution, and selective distribution. Based on the characteristics and behavior patterns of consumers, FMCGs producers typically seek intensive distribution (Palmer, 2012). This strategy implies that the more outlets that are stocking the product, the more likely it will be purchased. Therefore, convenience and

The firm adopts the indirect involvement approach, which utilizes independent agents, distributors, and retailers (Keegan and Green, 2013). Their products are available at different supermarkets (Tesco, Saintbury’s, Asda, Morrisons, Waitrose,…), pound stores (Poundland, Poundworld), specialist pet stores (Pets at Home, Pets Corner,…), convenience stores (Spar), and discounters (Poundstretcher). Looking at the retailers, the company has its products distributed at the “big four” supermarkets with a combined market share of over 70% in the UK (Statista, 2015). Not only has this reflected the intensive distribution approach of Whiskas, it also suggests that the company does think about the consumer buying behavior and distribution quality. Firstly, a recent study conducted by Mintel (2015) reports that supermarkets are the most popular channel for buying pet food and 54% of pet food buyers have bought pet food while buying groceries in the UK. Secondly, retailers establish the direct contact between products and customers. Therefore, renowned retailers resemble reliable and satisfactory customer service offered. Supermarkets offer a wide range of Whiskas products from wet and dry food to treats and drinks in different