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2 Channel MKTG SOD Channel Flows IFIM
2 Channel MKTG SOD Channel Flows IFIM
Range of service outputs Measuring relative importance of service outputs SOD identifies segmentation for marketing channel design Meeting the SOD
Purchase process: easy to find, select and buy Purchases delivered home Info on product usage Fast buying process Info on comparing Ability to see, touch and inspect Price range Experience provides social interaction Place sells desired brands
References and credentials Financial stability Product demonstrations and trials Proactive advice and consulting Assistance during decision making process One-stop solution Lowest price Installation and training support After sales support
Get the measurement on a scale: Low, moderate, high or very high Alternatively, Get a measurement for each of the attributes on a scale of 1 to 4 or 5 or 6 or 7 or 10 Higher the scale range, more the sample size Get the ranking of different service output types to measure their relative importance
Service Outputs
Major service outputs: Bulk-breaking Desired number of units Spatial convenience Waiting time or delivery time Between ordering and receiving Breadth of assortment Product variety
Service Outputs
Service outputs are produced by channel members at a cost Maximizing service outputs impact competitive prices due to increased channel cost Channel design should optimize service outputs and channel costs
IDEAL CHANNEL SYSTEM FOR BUSINESS-TO-BUSINESS SEGMENTS BUYING A NEW HIGH-TECHNOLOGY PRODUCT
Pre-Sales
Dealers
Sales
VARs
Post-Sales
Segment
Full-Service
Responsive Support
References/ Credentials
Consumer and HH: 'Poverty' of time Increased knowledge about products and availability (internet access) Wide income distribution leading to demand for product variety Overlap in consumer SOHO segments (bulkbreaking of office supplies)
Meeting SOD
Key factors determining SOD delivery: Cost Cost of providing services vis-a-vis end-users are willing to pay Competitiveness Ease of entry with better services Excellence in other elements of marketing mix
Assess segment attractiveness Target a subset of the segment identified Customize the marketing channel system solution for each targeted segment
BULK BREAKING
SPATIAL CONVENIENCE
ASSORTMENT/ VARIETY
CUSTOMER SERVICE
INFORMATION PROVISION
1.
2. 3.
4. 5.
INSTRUCTIONS: If quantitative marketing-research data are available to enter numerical ratings in each cell, this should be done. If not, an intuitive ranking can be imposed by noting for each segment whether demand for the given service output is high, medium, or low.
Channel Flows
Eight generic channel flows Channel and efficiency template Zero-based channel design
Marketing Flow
Physical possession Ownership Promotion Negotiation Financing Risking Ordering Payment
Cost Represented
Storage & delivery Inventory carrying Personnel selling, advtg, PR Time and legal Terms of sale, credit terms Guarantees, insurance, service Order processing Collection, bad debts
Physical possession Ownership Promotion Negotiation Financing Risking Ordering Payment Total
100N/A
100N/A
N/A
N/A
N/A
BUILDING MATERIALS COMPANY EFFICIENCY TEMPLATE FOR CHANNEL SERVING END-USERS THROUGH RETAILIERS: UNDISGUISED DATA
WEIGHTS FOR FLOWS: COSTS BENEFIT FINAL POTENTI AL (High, WEIGHT Medium, or Low)
High 35
PHYSICAL POSSESSION
30
30
30
40
100
OWNERSHIP
PROMOTION NEGOTIATION FINANCING RISKING ORDERING PAYMENT TOTAL NORMATIVE PROFIT SHARE
12
10 5 25 5 6 7 100 N/A
Medium
Low Low/Medium Medium Low Low Low N/A N/A
15
8 4 29 2 3 4 100 N/A
30
20 20 30 30 20 20 N/A 28%
40
80 60 30 50 60 60 N/A 39%
30
0 20 40 20 20 20 N/A 33%
100
100 100 100 100 100 100 N/A 100
BUILDING MATERIALS COMPANY EFFICIENCY TEMPLATE FOR CHANNEL SERVING END-USERS THROUGH RETAILERS: RANKORDER DATA
COSTS
PHYSICAL POSSESSION
30
35
100
OWNERSHIP
PROMOTION NEGOTIATION FINANCING RISKING
12
10 5 25 5
Medium
Low Low/Medium Medium Low
15
8 4 29 2
2
1 1 2 2
2
3 2 2 2
2
0 1 2 1
100
100 100 100 100
ORDERING
PAYMENT TOTAL
6
7 100
Low
Low N/A N/A
3
4 100 N/A
1
1 N/A ?
2
2 N/A ?
1
1 N/A ?
100
100 N/A 100
BUILDING MATERIALS COMPANY EFFICIENCY TEMPLATE FOR CHANNEL SERVING END-USERS THROUGH RETAILERS : TRANSFORMED RANK-ORDER DATA
COSTS BENEFIT FINAL Mfgr. POTENTIAL WEIGHT (High, Medium, or Low) PHYSICAL 30 POSSESSION OWNERSHIP 12 PROMOTION 10 NEGOTIATIO 5 N FINANCING 25 High Medium Low 35 15 8 33 33 25 25 33
33 33 75 50 33
33 33 0 25 33
Low/Mediu 4 m Medium 29
RISKING
ORDERING PAYMENT TOTAL NORMATIVE PROFIT SHARE
5
6 7 100 N/A
Low
Low Low N/A N/A
2
3 4 100 N/A
40
25 25 N/A
32%
40
50 50 N/A 38%
20
25 25 N/A 29%
100
100 100 N/A 100
Channel design from scratch without a pre-existing channel structure Zero Based Channel Design:
Meets the target market segments SOD At minimum cost of performing the necessary channel flows that produce those service outputs
Bullwhip Effect
A phenomenon that occurs in distribution supply chain when the customer's order and one's own inventory form the basis for estimating the demand
The Bullwhip effect can be controlled by better communication and forecasting methods
Equity Principle
The compensation in the channel system is to be given on the basis of values created by channel members This creates right incentives among channel members to sustain value generation in future
Channel Structures
Number of distinct channels that co-exist in the market Types of channel members that are in the channel The intensity or number of members of each type that co-exist in market
Intermediary Choices
Marketing Flow Intermediaries who can perform
Contract warehouse, Shipping company, Distributor, Physical possessionRetailers (bricks, catalog and on-line) Contract warehouse, Distributor, Retailers (bricks, Ownership catalog and on-line) Distributor, Retailers (bricks, catalog and on-line), Promotion Broker , Franchisees, Independent sales reps Distributor,Independent sales reps,Export Marketing Negotiation companies Distributor, Retailers (bricks, catalog and on-line), Financing Broker , Franchisees, Banks, Credit card companies Distributor, Retailers (bricks, catalog and on-line), Risking Franchisees, Credit card companies Distributor, Retailers (bricks, catalog and on-line), Ordering Franchisees, Independent sales reps Distributor, Retailers (bricks, catalog and on-line), Payment Franchisees, Shipping companies
Intensity of Distribution
Exclusive
One outlet per market Few outlets in each market Available as widely as possible in market
Selective
Intensive
Type of product Customer segment targeted Geographical spread Business expectation by the channel members Service level, the company wants to provide
For For the the Downstream Downstream Channel Channel Member Member
Limiting brand assortment is currency Fever brand = more money Exclusive dealing = Downstream Channel M embers use the money to pay the supp lier for : - limiting the number of competitors who can carry the brand in the Channel M embers trading area - p roviding desired brands that fit the Channel M embers strategy - wording closely to help the Channel M ember achieve competitive advantage - making Channel-M ember-specific investments new products new markets differentiated Channel M ember strategy requiring supplier cooperation - accepting the risk of becoming dependent on a strong Channel M ember Downstream Channel M embers need to pay more when : - the trading area is important to the supplier - the trading area is intensely competitive
Conflict with the company Conflict with other channel members Activity responsibility
Domain:
Geographic domain
Specific customer domain
Managing conflicts:
Establish exclusive domains Reimburse distributors Handover new accounts Apply equity principle