Distribution. The four P's of marketing

Product: Our product is a film noir which we have produced. There are many products like ours being released weekly with a range of genres by multi millionaire companies such as Warner brother, Disney, lions gate, momentum and many more but these all ready well established brands which will make it hard for consumers to choose us over them.

Place: Our product will be sold to multiple cinematic companies which all have thousands of branches around the UK so this will be our main place of sale but we can also release our film on DVD both via HD, Blue-ray, 3D which can be sold in many stores around the UK which is also another place of sale. Another is the internet where people can stream or download our film and this is also a huge percentage of how many people view films as it can be done from the comfort of their home.

Price: Our product will be new to the market and many cinemas may not choose to by our film because it is new and would be a risk to buy and then sell. We are considering different pricing methods to sell to cinemas and DVD prices in the shop because price is extremely important as if to high no one will buy it and if to low we will not make a profit. Some pricing methods for example could be, competition pricing which is when we advertise the same prices as our competitors, or penetration pricing which is when our prices are a lot cheaper than our competitors, cost plus pricing, this means we will base our pricing on other businesses and then add a percentage, this means our profit on each product will be a good but it will still be a fair price. All these pricing methods are vital in both consumers interest and making a profit.
Because our product is not mainly sold straight to the consumer we have to take into consideration of the cinemas promoting our product. They pay us for the rights to show our film and this figure is based on how popular they think the film will be and if it will bring in a lot of customers therefore making them money.

Promotion: To promote our film we can have TV advertising, Internet advertising, Billboards, trailers, previews, magazines and newspapers. All these different types of promotion would make different types of consumer aware of our product. Our product is going to be have a classification of 15 but will appeal to 15-30 year olds depending on peoples interests. A qualitative target audience would watch the film for their enjoyment so these are the sorts of people that read magazines go on the internet, watch movies and TV a lot so promotion such as adverts in magazines, TV adverts, Trailers before over films would reach a vast majority of the consumers. We could also target people from a Quantitative point of view focussing on stereotypical groupings based on earnings, which classify people into social earning groups such as A’s, B’s, C1’s and C2’s, D’s and E’s. This would effect our promotion strategy because different social earning groups do different things such as A’s would be on a very high income and would read newspapers such as the telegraph and read the financial times whereas people within the group of C1 and C2 would read The Sun, news of the world and magazines with different attributes to the financial times.