Professional Documents
Culture Documents
Channel Distribution IMC Tool.
Channel Distribution IMC Tool.
By : Nikita Pandaya Vikram Kannad Chirag Shah Harsha Silan Zamir Khan
Flow of Presentation
Introduction: Value Networking
Channel flow
Channel design decision Sales force and channel management
Channel conflict
Logistic function Factors Influencing Channel Distribution
Introduction
Before channel distribution marketer focus Value
networking.
Three type of value network channels.
Sale value network channel 2. Delivery value network channel 3. Service value network channel
1.
Distribution channel
The path through which goods and services travel
from the vendor to the consumer or payments for those products travel from the consumer to the vendor Each intermediary receives the item at one pricing point and movies it to the next higher pricing point until it reaches the final buyer.
Pattern/intensity of Distribution
Intensive Distribution
Selective Distribution Exclusive Distribution
Promotion. These 4Ps are most important in the distribution of the products in the markets through different channels to the final customer or users. Place , price and promotion of the products are important when manufacturer is providing products to the different intermediaries.
Marketer have to follow different strategies for selling
provide goods to the consumers in the similar manner as manufacturer are providing to the concern distributers
Communication
Negotiation Ordering
Financing
Risk taking Physical distribution
Payment
Transfer
them the products are passing and reach to the consumers. 0-level channels
MANUFACTURER
Service provider
customer
1-level channel
MANUFACTURER
MARUTI SUZUKI
MANUFACTURER
SONY
DEALER
MANAN AUTOLINK
DISTRIBUTOR
VIJAY SALES
CUSTOMER
CUSTOMER
2-Level Channels
MANUFACTURER MANUFACTURER
APPLE
DISTRIBUTOR
AMUL
RAMESH CORPORATION
RETAILER
VIJAY SALES
CONSUMER
CONSUMER
3-Level Channels
MANUFACTURER HINDUSTAN UNILEVER LTD. WHOLESALER RETAILER
CONSUMER
Flow of channels
Physical flow:
Suppliers Transporter s, warehouse Manufactur er Transporter s, warehouse
Customers
Transporter s, warehouse
Dealers
Payment flow:
Suppliers BANK Manufacturer BANK
Customers
BANK
Dealers
Information flow:
Transporters , bank, warehouse
Suppliers
Manufactur er
Customers
Dealers
RISK IS TRANSFERRING
Customers
Advertising Agency
Dealers
Manufacturer
Industrial distributors
Manufacturers representative
Consumer
MOTIVATING EVALUATING
Channel conflict
Channel conflict is conflict and mismanagement
between intermediaries which are present between manufacturer and consumer. Two type of channel conflict: 1. Vertical channel conflict 2. Horizontal channel conflict
Logistic Management
Order processing
Transportation
Maruti Warehouse
Pirana, Kamod, at Ahmedabad. They are keeping 400 cars as a stock. First date of the every month they are ordering the cars as per the target. Maruti is dispatching cars on the 1st and 16th date of every month (1/2 on each date of the order) to the Manan Autolink. As per the requisition of customer, Manan AutoLink distributes the cars to other branches.
Market Factors
Business user Geographically concentration External technical knowledge Large orders Perishable Complex Expensive
Consumers Geographically diverse Little technical knowledge Small order Durable Durable Standardized Inexpensive
Product factor
Cont.
Parameters Short Channel Long Channel
Producer factors
Competitive factors