This research work is on the effect of physical distribution on the sales of consumable goods. case Study of UAC Nigeria Limited. undertaken to ascertain the benefit and positive impact of physical distribution in marketing of consumer goods. This study examined the physical distribution activities of UAC Nigeria Limited and its effectiveness in promoting organization profitability and corresponding growth. Existing literature on the subjective matter were deeply reviewed in order to find the consistency of the organizations practice and existing body of knowledge as well as the postulations of authors. In order to determine the extent of the consistency of the firm’s physical distribution strategies, the researcher has drawn two hypothesis which have been tested and proofed in chapter. Survey research method was employed using questionnaire and personal observation as sources of data collection.
Manufacturing firms are increasingly becoming aware, that the production of goods is meaningless without its availability to the consumers at the right time.
During the past few years, fast technological development, growing globalization of market and higher customer requirement have driven and transformed organisations from their traditional view of physical distribution to the embrace of a more broadened concept of the subject.
Organizations now see logistic (physical distribution) management as the only route to the achievement of organisation goals, profitability, growth as well as effective marketing.
Thus, UAC Nigeria Plc. a manufacturer of consumer goods has been at the fore front of the orchestration crusade of logistic as the only solution to sustained consumer satisfaction through product availability. Right from its inception, the organisation has always seen physical distribution as the key to meeting customer requirement hence its achievement of an edge over its competitors and consumer acceptance and patronage of its products.
Products are of no use and possession utility is not possible until time and place utilities have been provided, and most often, selling a product is much easier than making it available to the consumers.
The movement and availability of the right products at the right quantity and at the right time is core-marketing decision/planning that requires laudable and workable strategies. This is because, physical distribution creates time and place utility and consumers satisfaction are basically defined by the two marketing variables, which are place and frequency of availability.
Thus, logistic (physical distribution) concept has been broadened from the earlier myopic concept limiting its scope to transportation (trucks) and warehousing. Today, the modern manager has a more complete view of physical distribution which encompass planning, implementing and controlling the physical flow of materials, final goods and related information from points of origin to points of consumption to meet customer requirement at a profit.
Physical distribution has been defined and discussed more elaborately by many marketing experts.
Physical distribution is one of the most important marketing activities because, physical distribution always involve cost and the most costly function of marketing which include movement of goods, receiving and shipping, warehousing, inventory, carrying cost and including insurance”.
Physical distribution (logistics) “is the task that involved planning, implementing and controlling the physical flow of materials, final goods and related information from points of origin to the points of consumption to meet consumers requirements at a profit”
Here, he laid credence on the indispensability of physical distribution activities in any organisation life because without physical distribution, goods will remain at the point of its production without yielding and profit/benefits.
Physical distribution may be taken to include operational and managerial activities associated with the following:-
Mordern above highlighted the broadened scope of physical distribution, which integrates the total marketing strategy, and validates it importance in the achievement of organisation’s objectives.
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