The geographical location and transport operation of the Kamani’s existing distribution plan is not well suited for multi-city or global distribution at this time. Processes associated with moving our products using the current distribution strategy will be largely manual and local. Once the company’s (1) first-year profit growth is successful as projected, (2) inventory goals are met, (3) and managing additional volumes seems a reality, the existing distribution strategy would then need to quickly expand to the United Kingdom. The future expansion of the Kamani Kollection distribution strategy, and particular to the United Kingdom, calls for a key distribution partner in that geographical location to be sought and in moving out of the “United States Only” distribution plan.
Partnering with the Kamani
The Kamani, while trying to keep the costs low to begin with, is looking to avoid the complexity of dealing with too many distributors. Instead, and in following a slice of the traditional distribution strategy, the Kamani is hoping to establish an exclusive class of distribution partners to join the team. These distributors will be expected to properly mediate the interaction between the Kamani Kollection and retailers, and also at times the customer directly. They will be able bridge the geographical gap seen in the current distribution plan. A key attribute of those who fulfill this role include:
- Having customer insight, which leads to better demand management and loyalty
- Having obsessive level to detail in reducing cost and establishing efficient operating processes
- Help drive the development of the products, thus promoting very unique product differentiation
The Kamani will work to have the exclusive distributors buy our products in bulk and sell in smaller sized lots for distribution to the customer. This can be done through various channels such as: lining up retailers, selling at booths and in conferences, and so on.
With the use of supreme operational, marketing & sales capabilities, the Kamani Kollection will enable the distributing partner to sell at a competitive price per item and distribute their items more quickly.
Merchandise arriving to the distribution partner can be dispatched to stores within half the time if given the right guidance by process from the start–just one week even. Similarly, through proper forecasting, routine monitoring, and good scheduling, the Kamani Kollection will be able to reduce the time needed to replenish out-of-stock merchandise in stores by an average of three weeks (compared to one month and a half under an older distribution model). Logistics costs-per-unit can be reduced by a large percentage by taking these precision-based steps as well.
Sales & Marketing Campaigns
From a sales & marketing, promotion perspective: the Kamani will be running cut-through advertising campaign at the time of launch. This includes advertising in new-age social media mediums such as Facebook, MySpace, Sunni Forum, and numerous other social sites. The Kamani will also provide all the necessary ‘marketing and advertising kits’ needed for a Distribution Partner to get on his or her feet and promote the products on their own at various events and conferences. This will include poster formats, flier-cards formats, vinyl banners, and more.
Online Shopping Portal
It is an important point to note, that the Kamani is also set to build out a new, fully functioning online shopping channel- and the efficient distribution-related processes needed around it. Through this, the company will be able to promote and, in turn, give an added channel-offering to the distributing partner. Obviously, a much higher volume of our stock will need to be bought by the Distributing Partner. In the end, this will all translate into higher sales, and establish a larger global brand reach for the company.