Distribution and promoting strategy of agricultural and agro-food products (a case study at “Kosarom” Trade Company of Paşcani, Iaşi county)

Abstract

Within the marketing mix, distribution is a very important part, considering the four distinctive elements: distribution intensity, length of distribution channel, strategy of distribution and distribution control system. For the companies that improve the products, which will be processed industrially, there are many distribution circuits: traditional circuits, semi-integrated circuits and integrated circuits. In Romania, there are many forms of distribution, which are generated mostly by the type of economic agents involved in this process. The objectives of the distribution strategy were proportions and directions of the product flow (offer size, delivery rhythm, target market segment, distribution forms and path), but also providing a high quality distribution (reducing the distribution costs, increasing the adaptability of distribution system towards the changes that occur on the market, increasing the control level of an agricultural company over the distribution channel). Promotion is another important element of the marketing mix. The promotional operations are made of at least three actions: consumer’s, distributor’s and a commercial action organized by the distributor. The promotional strategy of a product may be concentrated or focused, with differences on certain segments of the market or undifferentiated. According to the used criteria, other types of promotional strategies can be used, such as strategy of exclusive promotion of a product or service, strategy of promoting the global image of a company or its extending, strategy of permanent or intermittent promotion, offensive or defensive strategy, promotion strategy by using own means or specialized agencies. Starting from these aspects, the goal of the authors was to emphasise the most significant characteristics of distribution and promotion of the agricultural and agro-alimentary products at “Kosarom” Trade Company of Paşcani, Iasi County.