Professional Documents
Culture Documents
Roleofmarketingchannels1 211012104430
Roleofmarketingchannels1 211012104430
Marketing channels are the ways that goods and services are made available for
use by the consumers. All goods go through channels of distribution, and your
marketing will depend on the way your goods are distributed. The route that the
product takes on its way from production to the consumer is important because a
marketer must decide which route or channel is best for his particular product.
Marketing channel is a place to organize an administration and operational activities
and a place to facilitate a product delivery, from manufacturer to end consumer.
Some of marketing channel definitions are below:
1. Marketing channel is a function and an intermediary network system (agent,
trader, retailer, and so on) which is well organized to do all marketing
activities (Berman, 1996).
Broadly, Channel of distribution is of two type’s viz., (1) Direct Channel (2) Indirect
Channel.
Channels of distribution provide convenience to customer, who can get various items
at one store. If there were no channels of distribution, customer would have faced a
lot of difficulties.
When the producer or the manufacturer directly sells the goods to the customers
without involving any middlemen, it is known as direct channel or zero level
channel. It is the simplest and the shortest mode of distribution. Selling through post,
internet or door to door selling etc.
Following are the main factors which help in determining the channels of
distribution:
1. Product Related Factors:
Following are the important product related considerations in deciding on channels of distribution:
(a) Nature of Product:
In case of industrial goods like CT scan machine, short channels like zero level
channel or first level channel should be preferred because they are usually technical,
expensive, made to order and purchased by few buyers. Consumer goods Ike LCD,
refrigerator can be distributed through long channels as they are less expensive, not
technical and frequently purchased.
(b) Control:
Short channels are used if management wants greater control on the channel
members otherwise a company can go in for longer channels.
3. Competitive Factors:
Policies and channels selected by the competitors also affect the choice of channels.
A company has to decide whether to adopt the same channel as that of its competitor
or choose another one. For example, if Nokia has selected a particular channel say
Big Bazaars for sale of their hand sets, other firms like Samsung and LG have also
selected similar channels.
4. Market Factors:
Following are the important market factors affecting choice of channel of
distribution:
(a) Size of Market:
If the number of customers is small like in case of industrial goods, short channels
are preferred while if the number of customers is high as in case of convenience
goods, long channels are used.
5. Environmental Factor:
Economic factors such as economic conditions and legal regulations also play a vital
role in selecting channels of distribution. For example, in a depressed economy,
generally shorter channels are selected for distribution.
Developing Effective Marketing Communication Mix:
Marketing communications are the means by which firms attempt to inform, persuade, and remind
consumers—directly or indirectly—about the products and brands they sell. In a sense, marketing
communications represent the voice of the company and its brands; they are a means by which the
firm can establish a dialogue and build relationships with consumers. By strengthening customer
loyalty, marketing communications can contribute to customer equity.
1. Identify the Target Audience:
The process must start with a clear target audience
in mind: potential buyers of the company’s products,
current users, deciders, or influencers, and individuals,
groups, particular publics, or the general public. The
target audience is a critical influence on the
communicator’s decisions about what to say, how, when,
where, and to whom. Though we can profile the target
audience in terms of any of the market segments identified
in Chapter 8, it’s often useful to do so in terms of usage
and loyalty. Is the target new to the category or a current
user? Is the target loyal to the brand, loyal to a competitor,
or someone who switches between brands? If a brand
user, is he or she a heavy or light user? Communication
strategy will differ depending on the answers. We can also
conduct image analysis by profiling the target audience in
terms of brand knowledge.
2. Determine the Communications Objectives:
As we showed with Pottsville College, marketers can set
communications objectives at any level of the hierarchy-
of-effects model. John R. Rossiter and Larry Percy
identify four possible objectives, as follows:
1. Category Need—Establishing a product or service category as necessary to remove or satisfy
a perceived discrepancy between a current motivational state and a desired motivational state. A
new-to-the-world product such as electric cars will always begin with a communication objective
of establishing category need.
2. Brand Awareness—Fostering the consumer’s ability to recognize or recall the brand within the
category, in sufficient detail to make a purchase. Recognition is easier to achieve than recall—
consumers asked to think of a brand of frozen entrées are more likely to recognize Stouffer’s
distinctive orange packages than to recall the brand. Brand recall is important outside the store;
brand recognition is important inside the store. Brand awareness provides a
foundation for brand equity.
3. Brand Attitude—Helping consumers evaluate the brand’s perceived ability to meet a currently
relevant need. Relevant brand needs may be negatively oriented (problem removal, problem
avoidance, incomplete satisfaction, normal depletion) or positively oriented (sensory gratification,
intellectual stimulation, or social approval). Household cleaning products often use problem
solution; food products, on the other hand, often use sensory-oriented ads emphasizing appetite
appeal.
4. Brand Purchase Intention—Moving consumers to decide to purchase the brand or take
purchase-related action. Promotional offers like coupons or two-for-one deals encourage
consumers to make a mental commitment to buy. But many consumers do not have an expressed
category need and may not be in the market when exposed to an ad, so they are unlikely to form
buy intentions. In any given week, only about 20 percent of adults may be planning to buy
detergent, only 2 percent to buy a carpet cleaner, and only 0.25 percent to buy a car.
3. Design the Communications:
Formulating the communications to achieve the desired response requires solving three problems:
what to say (message strategy), how to say it (creative strategy), and who should say it (message
source).
Message Strategy: In determining message strategy, management searches for appeals, themes,
or ideas that will tie in to the brand positioning and help establish points-of-parity or points-of-
difference. Some of these may be related directly to product or service performance (the quality,
economy, or value of the brand), whereas others may relate to more extrinsic considerations
Creative Strategy: Communications effectiveness depends on how a message is being expressed,
as well as on its content. If a communication is ineffective, it may mean the wrong message was
used, or the right one was poorly expressed. Creative strategies are the way marketers translate
their messages into a specific communication.
a) Informational Appeals An informational appeal elaborates on product or service
attributes or benefits. Examples in advertising are problem solution ads (Excedrin stops the
toughest headache pain), product demonstration ads (Thompson Water Seal can withstand
intense rain, snow, and heat), product comparison ads (DIRECTV offers better HD options
than cable or other satellite operators), and testimonials from unknown or celebrity
endorsers (NBA phenomenon LeBron James pitching Nike, Sprite, and McDonald’s).
b) Transformational Appeals: A transformational appeal elaborates on a nonproduct-related
benefit or image. It might depict what kind of person uses a brand (VW advertised to active,
youthful people with its famed “Drivers Wanted” campaign)
4. Message Source:
Messages delivered by attractive or popular sources can achieve higher attention and recall, which
is why advertisers often use celebrities as spokespeople. Celebrities are likely to be effective when
they are credible or personify a key product attribute
Select the Communications Channels
Selecting an efficient means to carry the message becomes more difficult as channels of
communication become more fragmented and cluttered. Communications channels may be
personal and nonpersonal. Within each are many subchannels.
a) Personal Communications Channels Personal communications channels let two or more
persons communicate face-to-face or person-to-audience through a phone, surface mail, or
e-mail. They derive their effectiveness from individualized presentation and feedback and
include direct and interactive marketing, word-of-mouth marketing, and personal selling.
b) Nonpersonal (Mass) Communications Channels Nonpersonal channels are
communications directed to more than one person and include advertising, sales
promotions, events and experiences, and public relations. Much recent growth has taken
place through events and experiences. Events marketers who once favored sports events
are now using other venues such as art museums, zoos, and ice shows to entertain clients
and employees.
5. Establish the Total Marketing Communications Budget:
One of the most difficult marketing decisions is determining how much to spend on marketing
communications. John Wanamaker, the department store magnate, once said, “I know that half of
my advertising is wasted, but I don’t know which half.” Industries and companies vary
considerably in how much they spend on marketing communications. Expenditures might be 40
percent to 45 percent of sales in the cosmetics industry, but only 5 percent to 10 percent in the
industrial-equipment industry. Within a given industry, there are low- and high-spending
companies
Affordable Method
Percentage-Of-Sales Method
Competitive-Parity Method
Objective-And-Task Method
6. Deciding on the Marketing Communications Mix:
Characteristics of the Marketing Communications Mix
The channel conflict can be classified majorly into the following four categories
depending upon its flow and the parties involved:
In the vertical level conflict, the channel partner belonging to a higher level enters
into a dispute with the channel member of a lower level or vice-versa.
The conflict among the channel partners belonging to the same level, i.e., issues
between two or more stockists or retailers of different territories, on the grounds of
pricing or manufacturer’s biases, is termed as horizontal level conflict.
When the manufacturer uses multiple channels for selling the products, it may face
multi-channel level conflict where the channel partners involved in a particular
distribution channel encounters an issue with the other channel.
Conflict Magnitude
The level to which the conflict is considered critical or needs the attention of the
channel leader, i.e., manufacturer, is known as its magnitude.
The magnitude of conflict can be determined through the proper analysis of the
change in market share and the company’s sales volume in a particular area or
region.
Following are some of the key reasons for which the organizations need to face
channel conflict:
Incompatible Goals: When the manufacturer and the intermediaries do not share
the same objectives, both work in different directions to meet their ends, this results
in channel conflict.
Change Resistant: When the channel leader plans to modify the distribution
channel, the intermediaries may or may not accept this change. Thus, it may result
in a condition of discord or non-cooperation.
Now that we know about the causes of such conflicts, we must also understand how
dangerous these may prove to be for an organization.
It is a universal fact that the conflicts cannot be eliminated, though these can be
handled smartly to reduce its negative impact on business.
To resolve a dispute, the manufacturer can adopt the strategy of intervention where
a third person intervenes to create harmony. The other option is arbitration, where
an arbitrator listens to the argument of the parties involved in a conflict and declares
a decision.
Co-optation
The manufacturer should hire an expert who has already gained experience in
managing the channel conflicts in other organizations, as a member of the grievance
redressal committee or board of directors, for addressing such conflicts.
Superior Goals
Establishing a supreme goal of the organization and aligning it with the individual
goals or objectives of the channel partners, may reduce the channel conflicts.
Regular Communication
The channel leader should take regular feedback from the channel partners through
formal and informal meetings to know about market trends and dynamics. Also, the
channel partner’s issues and conflicts can be addressed through frequent
interactions.
Legal Procedure
When the conflict is critical and uncontrollable by the channel leader, the aggrieved
party can seek legal action, by filing a lawsuit against the accused party.
Fair Pricing
Most of the channel conflicts are a result of the price war, and therefore, these can
be resolved by ensuring that products are equally priced in all the territories and a
fair margin is provided to the channel partners.
The offline channel partners raised the issue that the e-retailers are providing high
discounts to attract more and more customers, which had ultimately affected the
offline sale of the product.
Due to this, many retailers and distributors in the offline market, distance themselves
from the brand and its products.
********************END******************