Marketing Channel Management

Designing marketing channel of Faber

Electric hoods

Maansa Rao .V
Mahesh Kumar .S
Manish Kumar
Manish Shahi
Manas Tiwari
Rohit Mehta
 SEGMENT BULK SPATIAL DELIEVERY VARIETY INFORMATIO
NAME BREAKING CONVINENCE TIME N PROVISION

Household Very High Moderate Low Moderate Moderate

Restaurants High Moderate High Moderate High

& Canteen

Real Estate & Low High Moderate High Very High

Interior
Decorator
Industrial Use Moderate High High Moderate High
 CHANNEL DESIGN
SEGMENTATION

1. Household

2. Restaurants & Canteen

3. Real Estate & Interior Decorator

4. Industrial Use

CHANNEL STRUCTURE
Channel Intensity : Selective Distribution
 GEOGRAPHICAL TERRITORY

North & East Zone South And West Zone

Faridabad Bangalore Nasik

Chandigarh
Bareilly Chennai Ahmedabad
Delhi
Kolkata Hyderabad Surat
Gurgaon
Siliguri Vishakhapatnam Baroda
Jammu
Guwahati Vijayawada
Panipat
Raipur Madurai
Ludhaniya
Jamshedpur Tirupur
Jalandhar
Patna Tirupati
Noida
Cochin
Greater Noida
Trivendrum
Haldwani
Salem
Haridwar
Hubli
Jaipur
Coimbature
Ghaziabad
Mangalore
Agra
Calicut
Kanpur
Mumbai
Lucknow
Sewari
Meerut
Puna
Nagpur
 Marketing Channel Ratio

Distributor : Wholesaler ratio (1 : (25 to 35))

Wholesaler : Retailer ( 1 : (60 to 100) )

 Marketing Channel Partners

• Hardware Stores

• Electrical Appliances & Malls Eg.

• Kitchen Wares Eg.Kitchen world

 Marketing channel functions

 Physical possession:- the movement of the product is slow so the transfer of physical possession
is not so fast.
 Ownership:- since the intermediaries are independent entities not owned by the company ownership is
transferred when the payment is received from the distributors.

 Promotion:- it has three level marketing channel. the product has a strong brand equity, hence
intermediaries are motivated to push the product into the market(push strategy). Due to the strong brand
equity there is high market demand so there is a pull created from market.

 Negotiation:- manufacturer has higher bargaining power over distributor due to higher market demand
market position and strong branding.

 Financing:- 1 month credit limit.

 Risking:- risk is transferred with ownership hence the final risk is borne by the retailer.

Ordering:- Order processing cost is moderate.

 Payments:- the company is not very prone to risk taking hence there is less occurrence of bad debts.
 Segmentation Based Marketing
channel
Households & Restaurant and Canteens- 3 Level
Manufacturer

Distributor

Wholesaler

Retailer

Customer
 Segmentation Based Marketing
channel
Industrial Use & Real Estate and Interior Decorators

Manufacturer

Wholesaler

Retailer

Customer