Distribution - cross boundary distribution. This covers the issue of distribution and the issues to remember when planning to go global

1. PUBLISHING IN A GLOBALISED WORLD
LESSON 2 — DISTRIBUTION
POST GRADUATE DIPLOMA IN PUBLISHING 2014
AMBEDKAR UNIVERSITY, NEW DELHI
VIVEK MEHRA
Vivek Mehra
www.vivekmehra.in

2. CROSS BOUNDARY DISTRIBUTION
AVAILABILITY
CUSTOMER IS KING
COMMERCE IS COUNTRY SPECIFIC
TRANSPARENCY ON PRICING SERVICE IS MISSION CRITICAL
PLAYING FIELD
LEVEL
OPPORTUNITY
Vivek Mehra
www.vivekmehra.in

3. CROSS BOUNDARY DISTRIBUTION
AVAILABILITY
LEVEL PLAYING FIELD
DISTRIBUTION NO LONGER FOR ESTABLISHED PUBLISHERS
ALONE
•Internet facilitates speedy communication
•Air freight reduces distribution time
•Online selling platforms disseminate information real time (ONIX feed)
•Private channels, growing options (niche websites)
•Direct selling, an option
Vivek Mehra
www.vivekmehra.in

4. CROSS BOUNDARY DISTRIBUTION
AVAILABILITY
COMMERCE IS COUNTRY SPECIFIC
COMMERCE PROTOCOL
•Can you sell freely in a country (state run agencies vs private enterprise)
•Local distribution discount structure
•Does discount in one territory affect another? (leakage)
•Effective coverage of the region (multi tiered distribution)
•Appropriateness of your content? (niche vs general)
•Taxation and its impact on the business (should the consumer pay extra?)
Vivek Mehra
www.vivekmehra.in

5. CROSS BOUNDARY DISTRIBUTION
AVAILABILITY
TRANSPARENCY IN PRICING
TRANSPARENCY
•Fair pricing to market
•Consistent pricing to distribution channels
•Consistent trading terms (returns, approvals, etc)
•Currency fluctuations to be accounted for
•Stand on taxation to be clear (who pays)
Vivek Mehra
www.vivekmehra.in

6. CROSS BOUNDARY DISTRIBUTION
AVAILABILITY
SERVICE IS MISSION CRITICAL
SERVICE
•Meeting market expectations
•Service policy transparently communicated
•Meeting promises – how?
•When service fails – trouble shooting
•Staying ahead of the competition – how much is good enough
•Global service expectations
•Creating a culture of service
Vivek Mehra
www.vivekmehra.in

7. CROSS BOUNDARY DISTRIBUTION
AVAILABILITY
CUSTOMER IS KING
CUSTOMER – KING OR PAIN?
Vivek Mehra
www.vivekmehra.in

8. DISCUSSION: DISTRIBUTION – OPPORTUNITY OR
THREAT?
Key Takeaways
Vivek Mehra
www.vivekmehra.in