Total Distribution of Fast‐moving Products: A Case History

Abstract

Distribution in United Biscuits Ltd. is seen as a vital part of the total marketing mix. United Biscuits differs from many other companies in the Birtish food industry in spending considerably less on “above the line marketing” and discounts and considerably more on selling and distribution. We believe that we have to be strong and efficient at the point‐of‐sale and we also believe that the success of the company's vast sales organisation depends upon a well managed distribution organisation to back it up.

Citation

Crawford, A.S. (1973), "Total Distribution of Fast‐moving Products: A Case History", International Journal of Physical Distribution, Vol. 4 No. 1, pp. 68-84. https://doi.org/10.1108/eb014300