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Canales de distribución: cómo llegar a tu cliente y ganar dinero a la vez Saltar al contenido Muchos modelos de negocio recogen ideas brillantes pero se olvidan de una parte tan importante como la venta. La elección de los canales de distribución, es decir, de qué modo el consumidor podrá adquirir o consumir nuestro producto o servicio es un paso imprescindible. ¿Cómo llegará ese producto al cliente? ¿Lo venderemos directamente? ¿A través de Internet o en una tienda física? ¿Tendremos distribuidores intermediarios? Hoy, en Gestión.org, tratamos una pieza clave en la estrategia de una empresa: los canales de distribución . Apaga posibles distracciones y presta atención, la elección del canal de distribución nos parece fundamental. Ahora mismo te contamos por qué.
¿Qué son los canales de distribución? Un canal de distribución es la red de personas, organizaciones y herramientas implicadas en hacer llegar un producto desde su fabricante al consumidor final. De forma general, y según la Wikipedia , el canal de distribución de una empresa es «el camino seguido en el proceso de comercialización de un producto». La distribución es una de las 4P del marketing mix y es también conocida por la P de plaza o place .
Si quieres sabes más puedes leer nuestro artículo sobre las 4 P de la mercadotecnia . De forma alternativa, los canales de distribución también son conocidos como canales de marketing o canales de distribución de marketing .
Qué intermediarios y elementos del canal de distribución existen? Antes de profundizar más vamos a definir cuáles pueden ser los elementos de un canal de distribución.
1. Fabricante o productor Es la primera pieza del sistema. Coge los inputs o factores de producción y los transforma en bienes o servicios a comercializar (outputs) . En el proceso de fabricación de un producto puede haber, a su vez, más de una etapa, pero en cualquier caso es un proceso diferente al de distribución.
2. Mayorista Es el primer eslabón en la cadena tras el fabricante. Son empresas que adquieren el producto al por mayor para su posterior venta a menor escala . Para ello necesitan disponer de una gran capacidad de almacenamiento y rara vez venderán directamente al consumidor final. Su negocio se basa en trabajar con grandes volúmenes. Compran grandes cantidades de productos y aprovechan su capacidad logística para almacenarlos y distribuirlo hacia otros mayoristas o minoristas. Suelen estar especializados en alguna familia de productos.
3. Minorista Los minoritas, detallistas o retailers son la última parte del canal de distribución ya que venden directamente al consumidor final . Pueden adquirir productos a mayoristas o directamente a fabricantes y, aunque pueden estar muy especializados, suelen trabajar con varios mayoristas y productores. Puedes imaginarte una frutería. Su proveedor principal será el mayorista al que le compra el género, pudiendo incluso adquirir diferentes frutas a diferentes mayoristas. Además, si vende otros productos como pan o conservas, trabajará con nuevos mayoristas o productores. Por ejemplo, en el caso del pan si lo compra directamente al panadero que lo produce.
4. Mercado de distribución Plataforma de distribución, logística y comercialización de productos. Es un gran mercado donde se produce el intercambio entre mayoristas y minoristas . Los productos que se negocian suelen ser productos frescos y perecederos. En España existen mercados de distribución en casi cada provincia pero a nivel nacional los más importantes son:
Mercamadrid: situado en Madrid y principal mercado mayorista de distribución hacia el resto de España.Mercabarna : está en Barcelona y tiene la mayor oferta de frutas y verduras de Europa. En México, por ejemplo, también es popular el concepto de central de abastos: unidades comerciales de distribución donde adquirir productos básicos al por mayor. En todo el país existen 89 puntos de venta al por mayor, 64 centrales de abastos y 25 mercados mayoristas. Ahora que ya conoces cómo está formado un canal de distribución, vamos a ver cómo podemos clasificarlos.
Tipos de canales de distribución por niveles Atendiendo al número de intermediarios que lo forman, podemos subdividir los canales de distribución:
Canal directo: es el más corto. En un canal directo el productor vende directamente al consumidor final, sin intermediarios y es el habitual en venta de servicios. El modo en el que se realiza la venta puede ser cara a cara o a través de Internet pero en todo caso sin la presencia de mayoristas. No dejes de echar un ojo a nuestra sección de marketing directo. Canal indirecto : el proceso de distribución se realiza con la participación de intermediarios. En función del número de manos por las que pasa el producto podemos subdividir el canal:Corto : o tier-2, cuando solo hay un intermediario, es decir, el producto atraviesa dos cambios de manos: fabricante -> distribuidor -> consumidorLargo : sucede cuando el producto es distribuido en primaria instancia por un mayorista. Desde el fabricante al consumidor el bien cambia al menos 3 veces de manos (tier-3): fabricante -> mayorista -> minorista -> consumidor. Puede suceder que haya más intermediarios (tier-4, tier-5..): almacenista, distribuidor, comercializador, revendedor… Además, algunos de estos añadirán valor al producto, son los que se conocen como VAR, por las siglas en inglés Value Added Resellers. Veamos ahora puntos a favor y en contra de cada uno de ellos y cómo se relacionan con diferentes productos. Estás a punto de saber cuál puede ser el canal más apropiado para tu producto, sigue leyendo.
Ventajas, desventajas y características de los canales de distribución Vamos a analizar las características de cada canal, si hay canales más apropiados para unos productos u otros y qué beneficios puede tener cada uno.
Ventajas canal directo: Conexión directa : cercanía fabricante – usuario.Márgenes mayores : al no aparecer un intermediario que se lleva una parte del beneficio.Ágil : se pueden atender servicios más rápido.Apreciado : muchos usuarios valoran el contacto directo con el productor. Como te puedes dar cuenta son aspectos habituales en la venta de servicios directos de profesionales.
Desventajas canal directo: Especialización : el proceso de fabricación no tiene nada que ver con el de distribución y comercialización, por lo que un intermediario puede hacer mejor el trabajo.Infraestructura : el fabricante no dispone de la infraestructura óptima para la distribución por lo que la calidad del servicio decae.Limitación geográfica : el ámbito de alcance para la venta física de un producto está limitado al lugar donde se produce. Aunque muchas de las desventajas de los canales de distribución directos son a su vez ventajas de los indirectos, vamos puntualizar algo más.
Ventajas canal de distribución indirecto: Alcance : la red de distribución de un intermediario, bien con establecimientos propios o bien con franquicias, permite la venta física de un producto en más lugares.Almacenaje : los mayoristas cuentan con la infraestructura para almacenar y distribuir en función de la demanda mientras que el fabricante necesita dar salida a la producción.Redistribución : más agentes económicos se benefician por el camino y más puestos de trabajo se crean (positivo para la salud económica del país). La presencia de intermediarios no suele ser visto como positivo, veamos qué desventajas se suelen ver.
Desventajas canales de distribución indirectos Lentitud : añadir intermediarios ralentiza la distribución.Costoso : en el precio final repercuten las comisiones que se llevan mayoristas, minoristas, etc.Contaminante : la distribución a gran distancia supone incurrir en transportes que contaminan el medioambiente. Los defensores de la compra de productos de cercanía son críticos con los canales de distribución largos.Confianza : a medida que el producto se aleja de su origen, el consumidor va perdiendo confianza en el vendedor. Esto no sucede en los canales directos, donde el usuario sabe a quién acceder en caso de cualquier problema. En el mundo de los productos físicos , aunque las nuevas tecnologías hayan ayudado, los canales de distribución convencionales siguen siendo la forma más habitual de trabajar. ¿Qué tal va? ¿Ya sabes más sobre cómo llegan los productos que consumes? Si estás pensando en tu negocio y tu producto, vamos a ayudarte ahora a seleccionar el canal de distribución que mejor te encaja.
¿Cómo elegir los canales de distribución de una empresa? Cuando alguien está planificando una salida al mercado la elección del canal de distribución es una tarea clave. Si has leído nuestro artículo sobre el canvas o lienzo de modelos de negocio sabrás que no se puede analizar un negocio sin tener esto en cuenta. ¿Qué aspectos son importantes?
Naturaleza de producto : si vendes un servicio es obvio que la distribución directa es tu canal pero, ¿dónde se va a realizar ese servicio? ¿vas a tener que alquilar un espacio dentro de un negocio ya existente? ¿un local propio? Si es un producto, surgen otras preguntas como ¿dispones de la infraestructura necesaria para la comercialización? ¿podrías hacer llegar tu producto con garantías lejos de tu entorno?Margen y precio: si trabajas con un margen muy bajo será complicado que haya sitio para un intermediario.Capacidad comercial : ¿cuentas con un potente equipo de ventas? Si no es así, mejor confía esta tarea a un comisionista.Cliente : ¿quién es tu cliente? ¿Valora la cercanía con el productor o no le afecta desconocer el origen de lo que compra?Rotación : si necesitas dar salida a tu stock por falta de espacio para almacenar, el marketing de distribución indirecto te vendrá bien.Mercado : ¿está la demanda dispersa o se concentra geográficamente en una zona? Como ves son muchos factores los que se pueden tener en cuenta a la hora de planificar la forma en la que hacer llegar el producto o servicio al cliente final, ¿ya tienes una idea de qué podría funcionar para ti? Quizás algún ejemplo te ayude. ¡Vamos con ello!
Ejemplos reales de canales de distribución Vamos a ver como compañías con gigantes volúmenes gestionan la entrega de sus productos.
Canal de distribución de Coca Cola Coca Cola Company es una empresa megaglobal cuyos productos se consumen a nivel local. Cada día se consumen 1.900 millones de productos de Coca cola. Te imaginas que necesita una buena estructura de distribución, ¿verdad? El de Coca Cola, como no cabe otra opción, es un ejemplo de canal de distribución indirecto largo , pero con peculiaridades. En la sede central en Atlanta se lleva la gestión global de la empresa, marketing , estrategia, desarrollo de producto, branding… pero es casi en cada país donde empresas independientes se encargan del embotellado y distribución. La compañía cuenta con unas 250 empresas embotelladoras independientes oficiales en todo el mundo. Es una empresa local, pero la distribución se realiza de forma desagregada. Es su estrategia de segmentación geográfica. Estas grandes embotelladoras, a su vez, distribuyen a nuevos mayoristas a nivel nacional, que hacen lo mismo a nivel regional y local, hasta llegar a los puntos de venta. Últimamente se han visto movimientos que dejan ver que Coca Cola busca agrupar embotelladoras, como ha ocurrido en el caso de Europa. En el viejo continente, la embotelladora oficial de España y Portugal, Coca Cola Iberian Partners, se ha fusionado con otras dos embotelladoras europeas para crear el mayor embotellador del mundo a nivel de ingresos. Aquí tienes un vídeo con más información https://www.youtube.com/watch?v=rK9cFWBYOEo
Bimbo La empresa mexicana Bimbo es la quinta empresa más conocida a nivel mundial en el sector de la alimentación. Su pan blanco en rebanadas en consumido en todo el mundo y sus camiones de reparto tienen más de 50.000 rutas. La cadena de distribución de Bimbo funciona como tier-5, es decir el pan pasa por cinco etapas hasta llegar al consumidor final.
Fabricante -> intermediario -> mayorista -> minorista -> detallista -> consumidor
En en el canal de distribución de Bimbo es importante también el canal inverso. Cuando los repartidores llegan a los puntos de venta han de revisar la fecha de caducidad de los productos, si está muy próxima, los cambian por nuevos productos con caducidad más larga. Así, los productos retirados son devueltos a reparto para su venta en establecimientos con más demanda.
Sector turístico A diferencia de otros canales de distribución de un servicio, el producto turístico en sí engloba varios servicios, por lo que es imprescindible la presencia de un intermediario. Aunque al sector turístico el auge de las compras por Internet ha sido uno de los primeros sectores en llegar, el papel de los intermediarios sigue siendo importante. Los grandes touroperadores paquetizan productos turísticos combinados que distribuyen por agencias de viajes tanto físicas como online.
¿Es la elección del canal de distribución tan importante? ¿Crees que la distribución de los productos es tan importante que debe incluirse como parte fundamental del modelo de negocio? ¿Por qué canal de distribución te has decantado para tu negocio? En cualquier caso, esperamos haberte ayudado. Si lo tienes claro comparte con nosotros tu elección y si tienes alguna duda sobre canales de distribución déjala en los comentarios.