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Product Placement
A marketing channel system is the particular set of interdependent organizations involved in the process of making a product or service available for use or consumption.
Product Placement
Rural Distribution
Innovative Distribution Channels for Rural Markets Hub and Spoke Model Mobile shops and offices Linkage with community based organizations (NGOs, and cooperatives Traditional Channels for Reaching Out to Rural Customers Haats Mandis Melas
Important Terminology
Product Placement
Marketing (distribution) channel: set of interdependent organizations involved in making a product available for use or consumption; from the producer down Supply chain: includes upstream supplier partners, as well as downstream channel partners Value-delivery network: all those who partner with each other to improve the performance of the supply chain system; including the company, suppliers, distributors, and even, customers
Product Placement
Channel Importance
A companys channel decisions directly affect all marketing decisions Pricing gets affected by whether the product is available through national distribution chains, exclusive stores or direct to consumers
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Channel Development
Product Placement
Product Placement
The organization tailors its sales force communication on the extent of the channels requirement of
Training Persuasion Motivation Support
New product introduction would need to tie in with the channels capabilities Channel decisions involve long term commitments need for careful thought
Intermediaries reduce the number of contacts needed to cover a market Transform assortments made by producers into assortments desired by consumers Help to complete transactions: Information Promotion Contact Matching Negotiation Fulfill completed transactions: Physical distribution Financing Risk taking
Product Placement
Product Placement
Adding Value
Marketing Intermediaries transform assortment of products made by producers to assortments wanted by customers Buy large quantities from many producers and break them down in smaller quantities & broader assortments required by customers match supply & demand
A set of interdependent organizations (intermediaries) involved in the process of making a product or service available for use or consumption by the consumer or business user. Channel decisions are among the most important decisions that management faces and will directly affect every other marketing decision.
Product Placement
Product Placement
Adding Value
They bridge time, place & possession gaps They help in completing transactions
All
All May Often Be Performed Better Through Specialization All Can Often Be Shifted Among Channel Members
Information Promotion
Contact
Matching
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Adding Value
Information: Collating & sharing market information and feedback Promotion: Persuasive communication about an offer Contact: Locating & communicating with prospects Matching: Shaping & fitting the offer to buyers needs
Adding Value
Negotiating: Agreement on terms of purchase Physical Distribution: Transporting & storing goods Financing: Covering cost of the channel Risk Taking: Business risks
Product Placement
Product Placement
Channel Levels
Channel level is the layer of intermediaries that perform some of the work in bringing the product and its ownership closer to the final buyer
Direct Marketing Channel: A channel that has no intermediaries Indirect Marketing Channels: A channel containing one or more levels
Channel Behavior
Channel conflict: disagreements between marketing channel members on goals and roles-who should do what and for what rewards
Horizontal conflict: between firms on the same channel level Vertical conflict: between firms on different levels of the channel Some conflict encourages healthy competition which produces innovation and better performance Too much conflict becomes dysfunctional
Product Placement
Product Placement
The channel will be most effective when: each member is assigned tasks it can do best. all members cooperate to attain overall channel goals and satisfy the target market. When this doesnt happen, conflict occurs: Horizontal Conflict occurs among firms at the same level of the channel. Vertical Conflict occurs between different levels of the same channel. For the channel to perform well, conflict must be managed.
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Product Placement
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Greater
Corporate
Corporate VMS
A vertical marketing system that combines successive stages of production and distribution under one single ownership channel leadership is established through common ownership.
Contractual
Contractual Agreement Among Channel Members
Administered Lesser
Leadership is Assumed by One or a Few Dominant Members
Product Placement
Product Placement
Contractual VMS
A vertical marketing system in which independent firms at different levels of production & distribution join together through contracts to obtain more economies or sales impact than they could achieve alone
Disintermediation:
Displacment of traditional resellers by new types of intermediaries or by selling direct
Product Placement
Product Placement
Administered VMS
A vertical marketing system that coordinates successive stages of production and distribution , not through common ownership or contractual ties, but through the size or power of one of the parties
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Disintermediation: The displacement of traditional resellers from a marketing channel by radical new types of intermediaries
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Intensive Distribution
Selective Distribution
Exclusive Distribution
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Channel Objectives
Targeted level of customer service Segments to serve Best channels to use in each case Influenced by:
Nature of company Products Marketing intermediaries Competitors Environment
Internet?
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Number of Intermediaries
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Intensive distribution
Convenience goods
Manufacturers Agency
Selective distribution
Shopping goods
Industrial Distributors
Exclusive distribution
Specialty goods
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Product Placement
Intensive Distribution
Exclusive Distribution
Giving limited number of dealers the exclusive right to distribute the products in their territories
Product Placement
The use of more than one but fewer than all of the intermediaries that are willing to carry the companys products
Product Placement
Selective Distribution
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Product Placement
Product Placement
Selecting
FEEDBACK
Motivating
Evaluating
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Dominating Counters
Key parameters:
Share of floor (floor space management) Quality of Display Merchandising Product placement Product Mix 'In product' Display
Counter Share
Product Placement
Key Parameters:
Share by Segment/mix Share by floor Quality of selling Targets In Shop Demo Prod. Literature Comparative charts
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Storage Space
Key Parameter:
Stock Norm Investment Level Competitive Tracking
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Marketing Logistics
Supply Chain Management
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The tasks involved in planning, implementing, and controlling the physical flow of materials, final goods, and related information from points of origin to points of consumption to meet customer requirements at a profit
Marketing Logistics
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Warehousing
How many and what type of warehouses Storage warehouses vs. Distribution centers Distribution Center A large, very highly automated warehouse designed to receive goods from various plants and suppliers, take orders, fill them efficiently, & deliver goods to customers as quickly as possible
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Product Placement
Inventory Management
Too little stocks and the company risks not having the product when the customers need it Too high inventory leads to higher costs & obsolescence Companies benefit by using just-in-time (JIT) inventories Use of technologies like RFID helps in managing the supply chain
Transportation Modes
Rail
Nations largest carrier, cost-effective for shipping bulk products, piggyback
Truck
Flexible in routing & time schedules, efficient for short-hauls of high value goods
Water
Low cost for shipping bulky, low-value goods, slowest form
Pipeline
Ship petroleum, natural gas, and chemicals from sources to markets
Air
High cost, ideal when speed is needed or to ship high-value, low-bulk items
Product Placement
Product Placement
Concept Recognizes that Providing Better Customer Service and Trimming Distribution Costs Requires Teamwork, Both Inside the Teamwork Company and Among All the Marketing Channel Organizations.
Cross-Functional Teamwork inside the Company Building Channel Partnerships Third-Party Logistics
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Product Placement
Goal is to harmonize company wide logistical decisions Logistical committees comprising of managers responsible for each distribution function Logistical activities based on functional areas Use of technology
Product Placement
Product Placement
Third-Party Logistics
Independent logistics provider that performs any or all the functions required to get its clients product to market
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