Free Students Note: Marketing

Failed Products In Pakistan (Why Rc Cola Failed In Pakistan)

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<span style="font-size: 18pt; line-height: 115%; text-indent: -0.25in;">1905:</span><span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%; text-indent: -0.25in;"> </span><span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%; text-indent: -0.25in;">Mr. Claude Hatcher, Founder, Established the “Union Bottling Works” in
Columbus, Georgia in the basement of the wholesale grocery business of his
family.</span><br>
<span style="font-family: Symbol; font-size: 18pt; line-height: 115%; text-indent: -0.25in;"><span style="font-family: 'Times New Roman'; font-size: 7pt; line-height: normal;">  </span></span><span style="font-size: 18pt; line-height: 115%; text-indent: -0.25in;">1910:</span><span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%; text-indent: -0.25in;"> </span><span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%; text-indent: -0.25in;">The first line of fruit flavored beverages was named Royal Crown and
the first cola drink was called Chero-Cola.</span><br>
<span style="font-family: Symbol; font-size: 18pt; line-height: 115%; text-indent: -0.25in;"><span style="font-family: 'Times New Roman'; font-size: 7pt; line-height: normal;">  </span></span><span style="font-size: 18pt; line-height: 115%; text-indent: -0.25in;">1912:</span><span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%; text-indent: -0.25in;"> </span><span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%; text-indent: -0.25in;">Started to manufacture a line of syrups and flavor concentrates and
established a franchised system by licensing sales territories to its bottlers
under trademarks of the now Chero-Cola Co.</span><br>
<span style="font-family: Symbol; font-size: 18pt; line-height: 115%; text-indent: -0.25in;"><span style="font-family: 'Times New Roman'; font-size: 7pt; line-height: normal;">  </span></span><span style="font-size: 18pt; line-height: 115%; text-indent: -0.25in;">1925:</span><span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%; text-indent: -0.25in;"> </span><span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%; text-indent: -0.25in;">Over 300 bottlers were part of the bottling network producing
Chero-Cola. 263 of these bottlers also produced the fruit flavored products
under the new brand Nehi.</span><br>
<span style="font-family: Symbol; font-size: 18pt; line-height: 115%; text-indent: -0.25in;"><span style="font-family: 'Times New Roman'; font-size: 7pt; line-height: normal;">  </span></span><span style="font-size: 18pt; line-height: 115%; text-indent: -0.25in;">1928:</span><span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%; text-indent: -0.25in;"> </span><span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%; text-indent: -0.25in;">The Company changes its name to The Nehi Corporation.</span><br>
<span style="font-family: Symbol; font-size: 18pt; line-height: 115%; text-indent: -0.25in;"><span style="font-family: 'Times New Roman'; font-size: 7pt; line-height: normal;">  </span></span><span style="font-size: 18pt; line-height: 115%; text-indent: -0.25in;">1933:</span><span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%; text-indent: -0.25in;"> </span><span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%; text-indent: -0.25in;">Mr. Claud Hatcher died on December 31<sup>st</sup>.</span><br>
<span style="font-family: Symbol; font-size: 18pt; line-height: 115%; text-indent: -0.25in;"><span style="font-family: 'Times New Roman'; font-size: 7pt; line-height: normal;">  </span></span><span style="font-size: 18pt; line-height: 115%; text-indent: -0.25in;">1934:</span><span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%; text-indent: -0.25in;"> </span><span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%; text-indent: -0.25in;">Chero-Cola is reformulated and the new product is named Royal Crown
Cola.</span><br>
<span style="font-family: Symbol; font-size: 18pt; line-height: 115%; text-indent: -0.25in;"><span style="font-family: 'Times New Roman'; font-size: 7pt; line-height: normal;">  </span></span><span style="font-size: 18pt; line-height: 115%; text-indent: -0.25in;">1940:</span><span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%; text-indent: -0.25in;"> </span><span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%; text-indent: -0.25in;">The Nehi Corporation is listed on the New York Stock Exchange.</span><br>
<span style="font-family: Symbol; font-size: 18pt; line-height: 115%; text-indent: -0.25in;"><span style="font-family: 'Times New Roman'; font-size: 7pt; line-height: normal;">  </span></span><span style="font-size: 18pt; line-height: 115%; text-indent: -0.25in;">1940:</span><span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%; text-indent: -0.25in;"> </span><span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%; text-indent: -0.25in;">The Company first uses results of blind taste tests in the advertising
campaign “Best by Taste Test”.</span><br>
<span style="font-family: Symbol; font-size: 18pt; line-height: 115%; text-indent: -0.25in;"><span style="font-family: 'Times New Roman'; font-size: 7pt; line-height: normal;">  </span></span><span style="font-size: 18pt; line-height: 115%; text-indent: -0.25in;">1946:</span><span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%; text-indent: -0.25in;"> The Company began
to enhance its advertising by using entertainment celebrities like Bing Crosby,
Joan Crawford, and Hedy Lamar.</span><br>
<span style="font-family: Symbol; font-size: 18pt; line-height: 115%; text-indent: -0.25in;"><span style="font-family: 'Times New Roman'; font-size: 7pt; line-height: normal;">  </span></span><span style="font-size: 18pt; line-height: 115%; text-indent: -0.25in;">1958:</span><span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%; text-indent: -0.25in;"> </span><span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%; text-indent: -0.25in;">Company changes name for
the third time to Royal Crown Cola Company.</span><br>
<span style="font-family: Symbol; font-size: 18pt; line-height: 115%; text-indent: -0.25in;"><span style="font-family: 'Times New Roman'; font-size: 7pt; line-height: normal;">  </span></span><span style="font-size: 18pt; line-height: 115%; text-indent: -0.25in;">2000:</span><span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%; text-indent: -0.25in;"> Royal Crown Cola Co. is acquired by Cadbury Schweppes.</span><br>
<span style="font-family: Symbol; font-size: 18pt; line-height: 115%; text-indent: -0.25in;"><span style="font-family: 'Times New Roman'; font-size: 7pt; line-height: normal;">  </span></span><span style="font-size: 18pt; line-height: 115%; text-indent: -0.25in;">2001:</span><span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%; text-indent: -0.25in;"> </span><span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%; text-indent: -0.25in;">Royal Crown Cola
International is acquired by Cott Corporation.</span><br>
<span style="font-family: Symbol; font-size: 18pt; line-height: 115%; text-indent: -0.25in;"><span style="font-family: 'Times New Roman'; font-size: 7pt; line-height: normal;">  </span></span><span style="font-size: 18pt; line-height: 115%; text-indent: -0.25in;">2005:</span><span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%; text-indent: -0.25in;"> Royal Crown Cola Co. commemorated its 100th Anniversary. </span><br>
<span style="font-family: Cambria, serif;"><span style="font-size: 19px; line-height: 21px;"><br></span></span><span style="font-family: Cambria, serif; font-size: x-large; line-height: 21px;">Pakistan Softdrink Industry</span><br>
<a href="http://getassignment.blogspot.com/" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;" target="_blank"><img border="0" height="233" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjYZJ-FOAqy4KCb5RpTfxF6OD7wiZLY1foKFyKPKpsbkttgJRxOweM7gipIM25LZdWXvT8-ll8O_kUBNPhQoRoRYCLX90q4XM7kk8LjzvY3Fk07P_wm6B9qfTicntLA8QUwOaDunqghhwg/s1600/soft_drinks.jpg" width="320"></a><br>
<span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%;">Pakistan has a huge market of soft drinks. The major competitive and
ruling brands of the country are Pepsi and Coca-Cola. 75 million cases a year
for Pepsi alone. The total beverage market is about 120 million cases of which
65% per cent are Pepsi products. 20 to 22 %are Coca-Cola products and there are
so many colas.</span><br>
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<span style="font-size: large;"><span style="line-height: 27px;"><br></span></span><span style="font-size: x-large; line-height: 27px;">SOWT ANALYSIS IN PAKISTAN</span><br>
<span style="font-size: large;"><br><span style="line-height: 27px;"><br></span></span><b style="font-size: 18pt; line-height: 115%;">Strengths:</b><br>
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<a href="http://getassignment.blogspot.com/" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;" target="_blank"><img border="0" height="267" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEitHV7p_NkXZzgDqORlFzbGOgyE0X63Gt1UDhGoTk3R7o4avXVaVEyN-Oo2HHHRoJCYQtijHtfJU-zBfCpHA4qxQD85nM8Kiy34RkVyE85G04Qsh2w-j5ty7K9RGRfymzlVpWiTZYzPzJg/s1600/swot-istock_000017064248xsmall.jpg" width="320"></a></div>
<span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%;"> The soft drinks market in
Pakistan enjoyed dynamic growth over the review period in both volume and
current value terms. Carbonates dominate the market in both the on-trade and
off-trade with the lion's share of sales. Carbonates have become part of the
culture in Pakistan and multinational companies have maintained their standards
over the years to provide consumers with high-quality carbonated drinks.
Off-trade sales of carbonates are higher than those of the on-trade but both
achieved strong growth over the review period.</span><br>
<span style="font-size: 18pt; line-height: 115%;">Weaknesses:</span><br>
<span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%;">Liquid
concentrates and powder concentrates are both seasonal categories in the market
and their sales peak in the summer in Pakistan. Both Rooh Afza and Jam-e-Shirin
are traditional sandalwood drinks in Pakistan which are highly regarded by
consumers. These drinks can be found in every home in Pakistan, especially in
rural areas, throughout the summer and are the mainstay of liquid concentrates.</span><br>
<span style="font-size: 18pt; line-height: 115%;">Opportunities:</span><br>
<span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%;">The government
of Pakistan has reduced excise taxes to encourage soft drinks manufacturers and
importers. The government also reduced other applicable taxes to promise more
profits not only for soft drinks manufacturers already in the market but also
to attract potential soft drinks manufacturers to invest in Pakistan. The
government also decided to tax the beverage industry on capacity of production
rather than on actual production and those brave move encouraged soft drinks
manufacturers to maximize production and reduce prices.</span><br>
<span style="font-size: 18pt; line-height: 115%;">Threats:</span><br>
<span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%;"> Increasing health and hygiene awareness among
Pakistanis has greatly increased sales of fruit juice products. Both the
government and the</span><span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%;"> </span><span style="font-family: Cambria, serif; font-size: 14pt; line-height: 115%;">media have started health awareness campaigns to make
Pakistanis realize that consumption of fruit juice is as essential as eating food.
Fruit juices are doing very well in both urban and rural areas. On the other
hand, health and hygiene awareness has also led to increased sales of bottled
water in Pakistan. Previously bottled water was targeted only at major cities
where consumers are more health-conscious and aware of the difference between
bottled water and tap water. Nowadays, health-conscious rural inhabitants also
drink bottled water due to health concerns.</span><br>
<span style="font-family: Cambria, serif;"><span style="font-size: 19px; line-height: 21px;"><br></span></span><a href="http://getassignment.blogspot.com/" target="_blank"><img border="0" height="177" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhmbAltZuoxDVBLQmF-39ua-J0M5c8DbE98-Tu0RohzW19eiT_NMsXpGFYm5PFqTKUbFBK5oLojarqEP-T-DrC_baqmSqPgiAwYur1Vx4BHk47n2ihvLXLQRyNMNovHi-9OlAF13ydC-cE/s1600/mission_header.jpg" width="640"></a><br>
<h2 style="text-align: left;">
<span style="font-family: Cambria, serif; line-height: 115%;"><span style="font-size: x-large;">Rc Cola In Pakistan</span></span></h2>
<span style="font-family: Cambria, serif; font-size: x-large;"><span style="line-height: 18px;"></span></span><br>
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Failed Products In Pakistan (Why Rc Cola Failed In Pakistan)

1905: Mr. Claude Hatcher, Founder, Established the “Union Bottling Works” in Columbus, Georgia in the basement of the wholesale groce...

Marketing Mix(Place)

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<b style="text-align: center;"><span style="font-family: "Cambria","serif"; font-size: 22.0pt; line-height: 115%; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 11.0pt; mso-hansi-theme-font: major-latin;">Distribution (place)</span></b><br />
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<span style="font-size: 14.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 10.0pt;">A
 distribution channel is a set of interdependent organizations that help make a
 product available for use or consumption by the consumer or business user.
 Channel intermediaries are firms or individuals such as wholesalers, agents,
 brokers, or retailers who help move a product from the producer to the
 consumer or business user.</span>  </div>
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<b><span style="font-family: "Cambria","serif"; font-size: 22.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-bidi-font-size: 18.0pt; mso-hansi-theme-font: major-latin;">Logistics
 and Storages<o:p></o:p></span></b></div>
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<b><span style="font-family: "Cambria","serif"; font-size: 18.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;">Transportation:</span></b><b><span style="font-family: "Cambria","serif"; font-size: 10.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;"><o:p></o:p></span></b></div>
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<span style="font-family: "Cambria","serif"; font-size: 13.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;">Marketers need to
 take an interest in their company's transportation decisions. The choice of
 transportation carriers affects the pricing of products, delivery performance,
 and condition of the goods when they arrive—all of which will affect customer
 satisfaction. In shipping goods to its warehouses, dealers, and customers, the
 company can choose among five transportation modes: rail, truck, water,
 pipeline, and air.<o:p></o:p></span></div>
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<b><span style="font-family: "Cambria","serif"; font-size: 18.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-bidi-font-size: 14.0pt; mso-hansi-theme-font: major-latin;">Railroads:</span></b><span style="font-size: 18.0pt; mso-bidi-font-family: Arial; mso-bidi-font-size: 14.0pt;"> </span><span style="font-family: "Cambria","serif"; font-size: 13.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;">Is the nation's largest carrier,
 accounting for 26 percent of total cargo ton-miles moved. They are one of the
 most cost-effective modes for shipping large amounts of bulk products—coal,
 sand, minerals, farm and forest products—over long distances. In recent years,
 railroads have increased their customer services by designing new equipment to
 handle special categories of goods, providing flatcars for carrying truck
 trailers by rail (piggyback), and providing in-transit services such as the
 diversion of shipped goods to other destinations en route and the processing of
 goods en route. Thus, after decades of losing out to truckers, railroads
 appear ready for a comeback.</span><span style="font-size: 14.0pt; mso-bidi-font-family: Arial;"><o:p></o:p></span></div>
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<b><span style="font-family: "Cambria","serif"; font-size: 18.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-bidi-font-size: 14.0pt; mso-hansi-theme-font: major-latin;">Road way:</span></b><span style="font-family: "Cambria","serif"; font-size: 18.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-bidi-font-size: 14.0pt; mso-hansi-theme-font: major-latin;"> </span><span style="font-family: "Cambria","serif"; font-size: 13.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;">have
 increased their share of transportation steadily and now account for 24
 percent of total cargo ton-miles (over 52 percent of actual tonnage). They
 account for the largest portion of transportation within cities as opposed to
 between cities. Each year in the United States, trucks travel more than 600
 billion miles—equal to nearly 1.3 million round trips to the moon—carrying 2.5
 billion tons of freight. Trucks are highly flexible in their routing and time
 schedules and they can usually offer faster service than railroads. They are
 efficient for short hauls of high-value merchandise. Trucking firms have added
 many services in recent years. For example, Roadway Express now offers
 satellite tracking of shipments and sleeper tractors that move freight around
 the clock.<o:p></o:p></span></div>
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<span style="font-family: "Cambria","serif"; font-size: 13.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;">Roadway and other
 trucking firms have added many services in recent years, such as satellite
 tracking of shipments and sleeper tractors that keep freight moving around the
 clock.<o:p></o:p></span></div>
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<b><span style="font-family: "Cambria","serif"; font-size: 18.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-bidi-font-size: 14.0pt; mso-hansi-theme-font: major-latin;">Water Way:</span></b><span style="font-family: "Cambria","serif"; font-size: 18.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-bidi-font-size: 14.0pt; mso-hansi-theme-font: major-latin;"> </span><span style="font-family: "Cambria","serif"; font-size: 13.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;">Water
 carriers transport large amounts of goods by ships and barges on U.S. coastal
 and inland waterways. Mississippi River barges alone account for 15 percent of
 the freight shipped in the United States. Although the cost of water
 transportation is very low for shipping bulky, low-value, nonperishable
 products such as sand, coal, grain, oil, and metallic ores, water
 transportation is the slowest mode and may be affected by the weather.</span><span style="font-size: 14.0pt; mso-bidi-font-family: Arial;"><o:p></o:p></span></div>
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<b><span style="font-family: "Cambria","serif"; font-size: 18.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-bidi-font-size: 14.0pt; mso-hansi-theme-font: major-latin;">Pipelines:</span></b><span style="font-family: "Cambria","serif"; font-size: 18.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-bidi-font-size: 14.0pt; mso-hansi-theme-font: major-latin;"> </span><span style="font-family: "Cambria","serif"; font-size: 13.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;">are a
 specialized means of shipping petroleum, natural gas, and chemicals from
 sources to markets. Most pipelines are used by their owners to ship their own
 products.<o:p></o:p></span></div>
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<span style="font-size: 14.0pt; mso-bidi-font-family: Arial;"> </span><b><span style="font-family: "Cambria","serif"; font-size: 18.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-bidi-font-size: 14.0pt; mso-hansi-theme-font: major-latin;">Air Way:</span></b><span style="font-family: "Cambria","serif"; font-size: 18.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-bidi-font-size: 14.0pt; mso-hansi-theme-font: major-latin;">  </span><span style="font-family: "Cambria","serif"; font-size: 13.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;">Although air carriers transport less
 than 1 percent of the nation's goods, they are becoming more important as a
 transportation mode. Air freight rates are much higher than rail or truck
 rates, but air freight is ideal when speed is needed or distant markets have
 to be reached. Among the most frequently air-freighted products are
 perishables (fresh fish, cut flowers) and high-value, low-bulk items
 (technical instruments, jewelry). Companies find that air freight also reduces
 inventory levels, packaging costs, and the number of warehouses needed.<o:p></o:p></span></div>
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<span style="font-family: "Cambria","serif"; font-size: 13.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;">In choosing a
 transportation mode for a product, shippers must balance many considerations:
 speed, dependability, availability, cost, and others. Thus, if a shipper needs
 speed, air and truck are the prime choices. If the goal is low cost, then
 water or pipeline might be best.<o:p></o:p></span></div>
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<b><span style="font-family: "Cambria","serif"; font-size: 20.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-bidi-font-size: 14.0pt; mso-hansi-theme-font: major-latin;">Value Delivery Chain<o:p></o:p></span></b></div>
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<b><span style="font-family: "Cambria","serif"; font-size: 18.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-bidi-font-size: 14.0pt; mso-hansi-theme-font: major-latin;">Manufacturing: <o:p></o:p></span></b></div>
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<span style="font-family: "Cambria","serif"; font-size: 13.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;">Manufacturing is
 the production of goods for use or sale using labor and machines, tools,
 chemical and biological processing, or formulation. The term may refer to a
 range of human activity, from handicraft to high tech, but is most commonly
 applied to industrial production, in which raw materials are transformed into
 finished goods on a large scale. Such finished goods may be used for
 manufacturing other, more complex products, such as aircraft, household
 appliances or automobiles, or sold to wholesalers, who in turn sell them to
 retailers, who then sell them to end users – the "consumers".<o:p></o:p></span></div>
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<b><span style="font-family: "Cambria","serif"; font-size: 18.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;">Wholesalers:</span></b><span style="font-family: "Cambria","serif"; font-size: 18.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;"><o:p></o:p></span></div>
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<span style="font-family: "Cambria","serif"; font-size: 13.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;">Wholesalers
 generally buy a large quantity of products directly from distributors.</span><span style="font-size: 14.0pt; mso-bidi-font-family: Arial;"> </span><span style="font-family: "Cambria","serif"; font-size: 13.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;">High-volume
 purchase orders typically improve a wholesaler’s buying power. Many
 distributors provide discounts for a certain number of items purchased or the
 total amount spent on merchandise. Wholesalers acquire merchandise, such as
 telephones, computers, bicycles, clothing, televisions and furniture. The
 goods are frequently destined for retailers.</span><span style="font-size: 14.0pt; mso-bidi-font-family: Arial;"><o:p></o:p></span></div>
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<b><span style="font-family: "Cambria","serif"; font-size: 18.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;">Retailers:</span></b><span style="font-family: "Cambria","serif"; font-size: 18.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;"><o:p></o:p></span></div>
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<span style="font-family: "Cambria","serif"; font-size: 13.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;">Retailers consist
 of small and large for-profit businesses that sell products directly to
 consumers. To realize a profit, retailers search for products that coincide
 with their business objectives and find suppliers with the most competitive
 pricing. Generally, a retailer can buy small quantities of an item from a
 distributor or a wholesaler. For instance, a retail merchant who wanted to
 purchase a dozen lamps could contact lighting distributors to inquire about
 pricing.<o:p></o:p></span></div>
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<b><span style="font-family: "Cambria","serif"; font-size: 18.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;">Consumer:</span></b><span style="font-family: "Cambria","serif"; font-size: 18.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;"><o:p></o:p></span></div>
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<span style="font-family: "Cambria","serif"; font-size: 13.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;">A consumer is a
 person or group of people that are the final users of products and or services
 generated within a social system. A consumer may be a person or group, such as
 a household<o:p></o:p></span></div>
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Marketing Mix(Place)

Distribution (place) A distribution channel is a set of interdependent organizations that help make a product available for use ...