Marketing Channels and Distribution Strategies, Schemi e mappe concettuali di Economia

Scarica Marketing Channels and Distribution Strategies e più Schemi e mappe concettuali in PDF di Economia solo su Docsity! DISTRIBUTION Prof.ssa Donata Vianelli What is a marketing channel? > a marketing channel system is the particular set of independent organizations (channel intermediaries) involved in the process ok making product or services available for use or consumption. Producer  wholesaler  retailer  consumer Slide of distribution decisions in the marketing plan - External and internal analysis - Mkt strategy - Mkt mix > the price is set by the company but can be higher if the distributor decides so - Control Distribution is very critical because if there is no distribution people would not be able to buy my product, and also the only way to control it is to have your own store but if you have your own store you have to be able to manage it. Es. L’Oréal has many different targets, and similar brands can have different targets So, in a big company you have different mkt plans because you have different targets. We also need to know which are the main retailers in a country, the structure in general of the distribution… Positioning in practice is (once you have known that you have to reach a type of target) the promise that the brand needs to develop in order to convince the target to buy that brand instead other brands. Positioning has an impact on the mkt mix. Push and pull strategies in mkt decisions: Push s. > uses manufacturer’s sales force, trade promotion money and other means to introduce intermediaries to carry, promote and sell the product to end users. Pull s. > it uses advertising, promotion and other forms of communication to persuade consumers to demand the product from intermediaries. When you want to offer a unique style, if you don’t have a store that supports its design it not as good as it would be if it was Efficiency > it is an advantage of using an intermediary > I have a smaller number of contact lines than in a direct distribution (lines that link the manufacturer to the customers). For what concerns efficacy, let’s consider the following indexes for my brand…: - Numerical distribution - Weighted distribution > to fix it I need to have a big portfolio of stores that sell a lot - Store penetration index - Market share VEDI SLIDE!!! Market share = store penetration index x weighted distribution Different types of channels: Manufacturer > … > … > consumer