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Channel strategy to build Brand Equity
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Channel strategy to build Brand Equity

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Indirect Channel

Indirect Channel
Push and Pull Strategies
Channel Support
Direct Channel
Company Owned Stores

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Channel strategy to build Brand Equity Channel strategy to build Brand Equity Presentation Transcript

  • Channel Strategy to build Brand Equity Prof. Sameer Mathur, Ph.D. 1 1
  • Sameer Mathur Indian Institute of Management, Lucknow Marketing Professor 2013 – BuddingMarkets.com Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 Harshit Khaitan 2 BTech, IIT Kanpur 2
  • Overview Channel Design • Indirect Channel • Push and Pull • Channel Support • Direct Channel • Company Owned Stores © Sameer Mathur 3
  • Channel Strategy The manner by which a product is sold or distributed can have a profound impact on the resulting equity and ultimate sales success of a brand. © Sameer Mathur 4
  • Channel Strategy Channel strategy includes the design and management of intermediaries Wholesalers distributors brokers Retailers © Sameer Mathur 5
  • Channel Design Indirect Channels Direct Channels © Sameer Mathur 6
  • Nike’s Direct Channel © Sameer Mathur 7 7
  • Indirect Channels Selling through third-party intermediaries such as agents or broker representatives, wholesalers or distributors, and retailers or dealers © Sameer Mathur 8
  • Channel Design Pull Strategy Push Strategy © Sameer Mathur 9
  • Pull Strategies By devoting marketing efforts to the end consumer, a manufacturer is said to employ a pull strategy © Sameer Mathur 10
  • Pull Strategies © Sameer Mathur 11
  • Push Strategies Marketers can devote their selling efforts to the channel members themselves, providing direct incentives for them to stock and sell products to the end consumer. © Sameer Mathur 12
  • Push Strategies © Sameer Mathur 13
  • Channel Support 1) Physical Distribution 4) Marketing Research © Sameer Mathur 2) Matching Demand with Supply 3) Reduce # Contacts 5) Financing 6) Risk Sharing 14
  • Promotional Allowances Slotting Fees Cooperative advertising © Sameer Mathur 15
  • Slotting Fees Fee Charged By A Retailer To Stock a Manufacturer’s Product on its Shelves © Sameer Mathur 16
  • Cooperative Advertising A manufacturer pays for a portion of the advertising that a retailer runs to promote the manufacturer’s product and its availability in the retailer’s place of business © Sameer Mathur 17
  • Direct Channels Selling through personal contacts from the company to prospective customers by: Mail Phone Electronic means In-person visits © Sameer Mathur 18
  • Direct Channels Company Owned Stores To gain control over the selling process and build stronger relationship with customers Manufactures introduce their own retail outlets, or through other means to reach their customers © Sameer Mathur 19
  • Apple Retail Stores © Sameer Mathur 20
  • Shop with a Specialist © Sameer Mathur 21
  • Learn about Apple products Free Workshops © Sameer Mathur Youth Programs One to One 22 22
  • Genius Bar http://www.apple.com/retail/ Make a reservation © Sameer Mathur Meet a Genius 23 23
  • Summary Channel Design • Indirect Channel • Push and Pull • Channel Support • Direct Channel • Company Owned Stores © Sameer Mathur 24
  • Credits http://www.sony.co.in/product/resources/en_IN/pdf/LCD/bravia-catalogue.pdf http://www.nike.com/us/en_us/ http://www.flipkart.com/ http://www.apple.com/retail/ http://www.marketing-made-simple.com/articles/push-pullstrategy.htm#.Uql71vSnq8o K. L. Keller, M. G. Parameswaram, I. Jacob. (2011) . Strategic Brand Management(3rd edition). India: PEARSON © Sameer Mathur 25
  • Sameer Mathur Indian Institute of Management, Lucknow Marketing Professor 2013 – Marketing Professor 2009 – 2013 Ph.D. and M.S. (Marketing) 2003 – 2009 Harshit Khaitan 26 BTech, IIT Kanpur © Sameer Mathur 26