Distribution Strategy For New Product Marketing Success: Fast Moving Consumer Goods (FMCG) Business

Trihatmoko, R. Agus and Mulyani, Roch (2018) Distribution Strategy For New Product Marketing Success: Fast Moving Consumer Goods (FMCG) Business. Management and Human Resource Research Journal, 7 (12). pp. 19-32. ISSN 4244 – 490X

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Abstract

The purpose of this study, were: (1) to uncover again the evaluations of buyers to suppliers of new products on the aspects of supplier strategic policies of 4P's: place, and (2) to reveal performance, and the success of new products in market competition. The study design combined qualitative research methodology with a grouded theory strategy and it was interpreted using constructivism and pragmatism approaches; and started with the results of previous studies that have used the phenomenology-constructivism approach. The results of the study identify and describe; First: (1) the competitive environment of the existence of product distribution considered by the buyer; (2) the existence of product distribution has an impact on market competition in general, namely: sales turn over of product, market share, brand image, product demand; (3) the distribution or sale of a product extends the customer's coverage of the product itself. Second: (1) the performance of a product can be assessed using the parameters of distribution level performance and product sales rounds for a certain period of time; (2) the level of distribution and sales cycle as an indicator to evaluate products, which will tend to succeed or fail, and the possibility of success or failure in competing in the market. These theoretical findings were constructed as an expansion of the concept of business buyer behavior and marketing mix - 4P's: place. The results of this study have implications for the determination and preparation of distribution strategy plans, measurement tools for channel management organizational performance, and decision analysis of brand strategies. Therefore, the deepening of the performance and success of new products - FMCG based on distribution strategies is the uniqueness and originality of this paper.

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