Place - Intro
Place - Right Product, at the Right Time, in the Right Place
You can have the best product and the perfect price, but if it’s not available where and when customers want it, it might as well not exist.
“Great marketing isn’t just about what you make ~ it’s about making sure
people can get it.”
~ On Distribution
Why “place” matters
We’ve already explored Product and Price ~ the first two P’s.
Now we come to the third: Place, or Distribution ~ how products actually reach customers.
If marketing connects people with value, then distribution is the bridge that carries that value across.
Building that bridge is rarely simple.
It takes time, planning, and constant optimization to create a system that:
- Delivers what customers want,
- Delivers it where they want it, and
- Delivers it when they want it.
Let’s unpack those three principles.
1️⃣ Delivering what customers want
No matter how beautiful a product is, if it doesn’t match what customers expect or need in that context, it fails.
Distribution is the final mile of customer experience.
That’s why companies like Apple and Tesla open their own stores ~ not just to sell products,
but to control the experience of buying.
They make sure customers understand the benefits and values of the product directly from the source.
Distribution isn’t just logistics ~ it’s education, interaction, and influence.
2️⃣ Delivering where customers want it
The right place can multiply sales; the wrong one can kill them.
Luxury brands like Prada and Louis Vuitton know this.
They don’t sell in discount malls ~ they sell on Fifth Avenue in New York and Via Montenapoleone in Milan.
The environment reinforces the brand.
For companies working through distributors or retailers, the key is fit:
Does your product appear in the same places your customers visit and trust?
If not, you’re invisible ~ even if your product is excellent.
3️⃣ Delivering at the right time
Timing can make or break distribution.
Nobody enjoys an “Out of Stock” message or long shipping delays.
Companies try to strike a balance:
- Too little inventory → lost sales
- Too much inventory → wasted cost
That’s why modern logistics revolves around efficiency ~ keeping stock moving, not sitting.
The art of efficiency ~ “Just in Time”
One of the best-known systems for timing is Just in Time (JIT), first popularized by Toyota.
The idea is simple but powerful:
“Produce and deliver only what’s needed, when it’s needed.”
This approach shortens production flow, minimizes waste, and aligns suppliers with customer demand.
Today, most companies achieve this precision through ERP systems ~
software that monitors orders, shipments, and inventory automatically.
It allows continuous synchronization between supply, production, and customer needs.
To succeed in distribution, master these three questions:
What do customers want?
Where do they expect to find it?
When do they need it?
Get those right, and distribution becomes a silent engine for growth.
Summary
| Principle | Focus | Example |
|---|---|---|
| What | Offer products people actually want | Apple Stores let users try before buying |
| Where | Sell in locations matching your brand and audience | Prada on luxury shopping streets |
| When | Deliver efficiently and avoid stockouts | Toyota’s Just-in-Time system |
Distribution is how companies turn availability into advantage.
What’s next
In the next lesson, we’ll explore Distribution Channels ~
the different paths companies use to get products from producers to customers.