Multi channel marketing mat

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Multi channel marketing mat

  1. 1. 1 Channel Dynamics (Multi Channel Marketing): รกฐานลกค้า ด้วยการบริหารช่องทางรุกฐานลูกคา ดวยการบรหารชองทาง Agenda • What is Distribution ? • Why Distribution ? • What is Marketing Channel ? • Why Multi Channel Marketing? • How to plan for Multi Channel ? • Causes of Channel Conflict
  2. 2. 2 ความแตกต่าง •งานการตลาด กับ งานขาย•งานการตลาด กบ งานขาย •Channel Management เป็นความรับผิดชอบของใคร What is Marketing Management? Marketing management is theMarketing management is the art and science “Creative & Formulated” of“Creative & Formulated” of Choosing TMChoosing TM Getting, Keeping, Growing CustomerGetting, Keeping, Growing Customer Through Creating, Communicating, DeliveringThrough Creating, Communicating, Delivering “Superior Customer Value”“Superior Customer Value”.
  3. 3. 3 WHAT IS DISTRIBUTION ? Definition : Getting product to the target Market’s place (that the target market expect to buy) and ensure product available at right time and right quantities in order to satisfy the target consumers’ needs. C t C G Ch lComponent : Coverage (Geo & Channel) Penetration / Service Level Merchandising WHY DISTRIBUTION ? สินค้าดี ภาพพจน์ดี ไม่มีที่วางขาย ใครจะได้ซื้อ BRIDGE vs. BOAT to get products across a river.
  4. 4. 4 Promotion DISTRIBUTION FUNCTION Customers Consumers Product Place Customers Consumers Customers Consumers Price Who will win the competition is depend on the whole Marketing Strategies including Place 1 2 Identify society and customer values Select the value for customer Understand society values Understand customer values Choose customer segments Select market values Define customer benefits Recognize competitive responses Design products and services 3 4 Provide the value for customer Communicate the value to customer Design products and services Process and procurement decisions Manufacture and source Manage branding , Price Advertising and public relations Direct marketing Personal selling Di t ib ti h l 5 6 Deliver the value to customer Measure and Evaluate Performance Distribution channels Market logistics Sales promotion Marketing planning Implementing marketing decisions Measuring performance
  5. 5. 5 PRODUCT / MARKET DEVELOPMENT GRID PRODUCT Present NEW P MARKET PENETRATION PRODUCT DEVELOPMENT M A R K r e s e n t -NEWSIZE - VIP'SREBATEPROGRAM - DISTRIBUTION(OUTLET) -NEWFLAVOR - NO.OFSKUINOUTLET - NEWBENEFIT - LOYALTYPROGRAM - NEWPACKAGING K E T - NEWTARGETMARKET - NEWUSAGE N E W MARKET DEVELOPMENT DIVERSIFICATION - NEWCHANNELOF DISTRIBUTION - SCHOOL,HEALTHCLUB,THEATRE Channels Communication channels Distribution channels Marketing channels BANK
  6. 6. 6 A Marketing Channel A Channel of DistributionA Channel of Distribution, a group of interrelated i n t e r m e d i a r i e s which direct products to c o n s u m e r s . ช่องทางจัดจําหน่าย โรงงาน ผู้บริโภค โ ้ ้ โ โรงงาน ค้าส่ง ค้าปลีก ผู้บริโภค โ ้ ป ีค้าส่ง้ ่ ้ ิโ โรงงาน ค้าปลีก ผู้บริโภค โรงงาน คาปลีกคาสง อิสระ คาสง ผูบริโภค โรงงาน เอเย่นต์ ค้าส่ง ค้าปลีก ผู้บริโภค
  7. 7. 7 Channel Objectives A company’s channel objectives aim at what the companyp y j p y seeks to accomplish through marketing channels. Some general objectives can be:  Convenience to customers.  Effective target market coverage.  Cost-effective distribution. Multichannel Marketing •Some companies use several marketingp g channels simultaneously to reach diverse target markets. •This system is also called hybrid channels or multichannel.
  8. 8. 8 Why Multi-channel Marketing? • 50% of customers will be using multiple50% of customers will be using multiple channels • Estimates are that multi-channel customers spend up to three times as much as their single- or two-channel counterparts. • Businesses that effectively manage multi-Businesses that effectively manage multi channeling marketing will gain customers who are 25 to 50% more profitable than single channel customers How to plan for Multi-channel FACTORS 1. Consumer Behavior 2. Product Characteristics 3. Market Characteristics 4. Environmental forces (Competitions)(Competitions) 5. Organization’s objectives and resources
  9. 9. 9 Convenience Products Shopping Products 2.Product Characteristics Products Specialty Products Products Unsought ProductsProducts Products Distribution Level • Exclusive distribution – when only one firm offers a product to customers is a large geographic area – provides the least amount of market coverage • Selective distribution – expands coverage to multiple, but a very limited number of, product providers • Intensive distribution – where a product is distributed in as many locations as is realistically feasible
  10. 10. 10 3.Market Characteristics Mass Segment Niche DISTRIBUTION LEVEL ( PENETRATION ) TOPICS FOCUSED LIMIT ED MEDIUM MASS NO. OF SHOPS < 100 < 2,500 < 15,000 > 30,000 PRICE GAP MINOR MAJOR COMPETITION BETWEEN TRDAE LOW HIGH MARKET HYGIENE LOW HIGH RELATIVE MARGIN TO RETAILER HIGH LOW TRADE SEGMENT KEY A/C CONCESSIONARES SDO STOCKIST KEY A/C + MT WHOLESALERS CREDIT OUTLETS KEY A/C + MT WHOLESALERS CREDIT OUTLETS CASH SALES
  11. 11. 11 Distribution Channels Warehouse / DistributionWarehouse / Distribution Agent * (Yee-Pour) Sub - Agents (Sa-Pour) Modern Trade Traditional Trade Outlets (Total : 300,000) END CONSUMER OPEN vs CLOSED WHOLESALE SYSTEM TOPICS OPEN CLOSED NO. OF W/S MANY LIMITED MARGIN NOT SECURED SECURED GEO. COVERAGE FREE ALLOCATED ECONOMICS MODEL PERFECT COMPETITION MONOPOLY O CO O PRICE STRUCTURE VARIABLE FIXED COMPETITION AMONG W/S HIGH LOW
  12. 12. 12 Types of Retail Business for FMCG in Thailand Department Stores •Central •Robinson •The Mall •Siam Paragon •Emporium •Isetan •Tokyo •Tang Hua Seng J Hypermarket •Tesco-Lotus •Big C •Carrefour Specialty Stores •B2S •Supersports •Powerbuy •Powermall •Homeworks •Homepro •Index •ToysRus Personal Care or HBC Stores •Watson’s •Boots •Guardian•Jusco Supermarket •Tops •Home Fresh Mart •Foodland •Villa •Tang Hua Seng CVS + G-stores •7-Eleven •Family Mart •Jiffy (Jet) •Select (Shell) •Tiger Mart (Esso) Guardian Warehouseclub •Makro Open Trade •Pop & Mom Shop •Minimart E-Commerce คือ อะไร ? • ภาษาไทยแปลว่า “พาณิชย์อิเล็กทรอนิกส์” • การซื้อขาย ผ่านช่องทางอิเล็คโทรนิค (ออนไลน์) ไม่ว่าช่องทางไหนก็ตาม โทรศัพท์, ทีวี, อินเตอร์เน็ต, Email, แฟกซ์, หรือ สื่ออิเล็กทรอนิกส์
  13. 13. 13 Why consumers shop and buy online Trend in online shoppers and online retail sales revenue in the United States
  14. 14. 14 The Multi-channel Method FACTORS 1. Consumer Behavior 2. Product Characteristics 3. Market Characteristics 4. Environmental forces (Competitions)(Competitions) 5. Organization’s objectives and resources
  15. 15. 15 Barrier To Entry Competitive Advantage Methods Supplier Supplier Supplier Firm Rival pp Decreased Costs Improved Quality Ties To Ties To Suppliers Wholesale Control Of Distribution Consumer Consumer Consumer Consumer Consumer Consumer Consumer Customers Increased Switching Costs Innovation and Differentiation FACTORS 1. Consumer Behavior 2. Product Characteristics 3. Market Characteristics 4. Environmental forces (Competitions)(Competitions) 5. Organization’s objectives and resources
  16. 16. 16 • High-cost • • • s Alternatives of Distribution Channel • • Company sales force Sellingcost A B C D Sales Volume S Low-cost Channel Selection : TradeChannel Selection : Trade--OffsOffs
  17. 17. 17 Profitability Analysis • Last Year Sales Volume S l V l • This Year • Next Year Sales Value Market Share NO. of SKUs Space Share NO. of Events NO. of Participants Promotion Budget Cost / Carton Contribution Profit Channel, Volume, and Pricing DIRECT SALES CASH SALES CREDIT SALES MT& K/A % SALES CONT. Price/Car. NORMAL Price/Cart. Promotion
  18. 18. 18 Causes of Channel ConflictCauses of Channel Conflict • Goal Incompatibility • Difference in Perception (e.g., Unclear Roles and Rights)g ) • Dependence Channel ConflictChannel Conflict –– Vertical ConflictVertical Conflict • Channel members at different levels find many reasons for disputes • Example: when retailers develop private brands to compete with producers’ brands or when producers establish their own retail outlets or WWW Sites Horizontal ConflictHorizontal Conflict–– Horizontal ConflictHorizontal Conflict • Most often, horizontal conflict causes sparks between different types of marketing intermediaries that handle similar products • Sometimes results from disagreements among channel members at the same level
  19. 19. 19 Conventional channel Members Manufacturer Manufacturer Vertical marketing system Members Design Make Functions Manufacturer Wholesaler Wholesaler Brand Price Promote Buy Stock Retailer Consumer Retailer Display Sell Deliver Finance Consumer การเปลี่ยนแปลงของการค้าปลีก • การแข่งขันของวงการค้าปลีก จะมีแรงบีบ ที่ทําให้ต้องเปลี่ยนแปลงอีก อย่างมากมาย และรุนแรง • จะเกิดกติกาใหม่, กฎใหม่, บทบาทใหม่, ความสัมพันธ์ใหม่, และการค้าใหม่ของทั้งโลก • ผู้ค้าปลีกจะกลายเป็นผู้ผลิต และลงทุนสร้างตราสินค้าของตนเอง ผู้ค้าปลีกที่มีขนาดใหญ่เพียงพอ จะจัดหาแหล่งผลิตสินค้าที่มีราคาถูกลง จาก ต่างประเทศ แล้วขายในประเทศ, ท้องถิ่น ที่เขามีความชํานาญตางประเทศ แลวขายในประเทศ, ทองถน ทเขามความชานาญ • ผู้ผลิต จะทําตัวคล้ายผู้ค้าปลีก เพราะผู้ค้าปลีกต้องการให้ผู้ผลิตรับผิดชอบในการบริหารสินค้าคงคลัง, พื้นที่การขาย, วางแผน จนกระทั่งขายจนถึงผู้บริโภคในห้างฯ ผู้ผลิตจึงต้องพยายามขายไปยัง ผู้บริโภคโดยตรงเพื่อสร้างความได้เปรียบทางธุรกิจ
  20. 20. 20 h i83@ ilmonchai83@gmail.com www.oknation.net/blog/monchai83www.o at o . et/b og/ o c a 83

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