Abstract:
Studies how a particular toiletry preparations manufacturer might improve the effectiveness of its distribution element of the marketing mix directed towards Africans. The criteria by which a manufacturer will judge a market to have potential. The African market is evaluated by means of these criteria and it is concluded that the urban African sector has the greatest market potential. The rural sector is an important consideration in the toilet soap and skin lightener markets at present, and will assume importance in other markets in the future. A long term distribution strategy is formulated to provide a framework within which short term changes should be made. The distribution arrangements of the manufacturer in question, Elida Gibbs SA, (Pty,) Limited, are studied, and it is concluded that these are inadequate in achieving effective distribution to Africans. Recommendations are made to improve these distribution arrangements. Recommendation include concentrating direct distribution effort on urban Africans, expanding the Elida Gibbs sales force, increasing the African orientated product range to make sales force expansion viable, and servicing the remaining African outlets by means of indirect distribution arrangements. These suggestions provide low cost, relatively risk free means of improving the effectiveness of Elida Gibbs' distribution to the African consumer of toilet preparations.
