We've covered creating great products and pricing them strategically. But even the best product at the perfect price means nothing if customers can't access it easily.
That's where place strategy comes in - getting your product to the right customers at the right time.
Engagement Message
Name a product you wanted but couldn't find conveniently—what did you end up doing?
Place strategy is about distribution channels - the pathways your product travels from you to your customers. Think of channels as bridges connecting your product to customer locations.
These channels can make or break customer experience.
Engagement Message
Where do you usually shop—online, in-store, or somewhere else—and why?
You have two main channel approaches: direct and indirect. Direct means selling straight to customers through your own stores, website, or sales team.
Indirect uses intermediaries like retailers, wholesalers, or marketplaces to reach customers.
Engagement Message
Can you think of a brand that uses both direct and indirect channels?
Direct channels offer more control and higher margins, but require significant investment in infrastructure. You handle everything from marketing to customer service.
Think Apple Stores - complete brand control but massive overhead costs.
Engagement Message
Why might a company choose direct channels despite the higher costs?
Indirect channels provide broader reach and lower upfront costs since partners handle distribution. However, you sacrifice some control over customer experience and profit margins.
Most brands use hybrid approaches combining both strategies.
Engagement Message
What's one advantage a brand gets by selling on Amazon instead of only its own site?
