Abstract:

This paper outlines the basic steps that should be taken by manufacturers setting out to plan and implement distribution policies for their products. The steps relate specifically to mass market consumer goods and although many of the statistical examples quoted are taken from the United Kingdom Grocery Market, they are deemed to be typical of most of the major consumer goods markets throughout Europe. During the course of the paper, reference will be made to the experiences of United Biscuits in the U. K. Biscuit Market and to some of the research information which has helped us to formulate and control our own distribution policies. Again, although these references are to the specific, they are used to demonstrate general points of principle which are likely to apply, to varying degrees, in most consumer goods industries.