1. 3D Distribution
Artem Mazaev
June 2015

2. The problem lies…
• The majority of producers build their
distribution network using geographical
approach by appointing specific distributor
per specific territory
• In result these producers underperform in
sales and are not able to explore all market
opportunities that are available for them

3. Geographical approach in distribution
• Producer appoints
distributor per territory
– E.g. one distributor per
Federal district of Russia
– And then… producer thinks
that the mission is
accomplished
– But it is wrong!! It is wishful
thinking!
2
3
1

4. The problem lies…
• In several years the producer will feel that
competition is developing but own sales are
NOT
• The hindrance is own distribution approach!

5. Imagine…
• Imagine … the company is producing chairs…
ordinary office chairs and they are sold through
distribution network arranged on geographical
approach
• The distributors are office furniture wholesalers
who have showrooms overwhelmed with
hundreds of office furniture pieces and dozens
kinds of chairs
• Are you sure you reach all customers with such
distribution network?

6. Customer groups..
• Do you think state-owned companies are
buying furniture by visiting showrooms?
– No… they buy on tenders
• Do your distributors bid for tenders?
– No
• So you are losing state-owned customers

7. Special product group
• Your company produces bar chairs and due to
your company has agreement with regional
furniture wholesaler you sell bar chairs in
office furniture showrooms
• Do your target customers , which are cafes &
restaurants will get idea to visit office
furniture showrooms to buy bar chairs?
– Never!

8. 3D Distribution

9. 3D distribution
• 3D distribution concept helps to
1. Explore full market opportunities geographical-
wise
2. Explore full potential of your company product
range
3. Target all customer groups that may consumer
your company products

10. Customer groups
• Prepare the list of all potential customer
groups that may consume your company
product range being divided into product
groups
• Build distribution network and appoint
distributors keeping in mind their ability to
target at least Key customer groups

11. Geographical distribution
• Divide the market territory into areas keeping
in mind
– Populated areas
– Logistic routes

12. Product groups
• Divide your company product portfolio into
several product groups and build distribution
for each group separately

13. FAQ
For detailed information please contact me
Artem Mazaev
Email: artem.mazaev@gmail.com
Cell: +79031542482