5. What Keller said about middlemen?
• Customer insight:
“This store only sells good-quality, high-value mechandise, so this particular
product must also be good quality and high value”
So…
Retailers have the greatest opportunity to affect brand equity
6. What else he said?
Distribution channel support Marketing to end-customer
8. GY era in 1970s-1980s
started to earn dealers loyalty
competitive price
On time delivery
Visible marketing
through Goodyear blimp
9. GY misstep in 1990s
The price varied from month to month
When distributors order tires, only 50% is available
1992, started to co-op with big retailers: Sears, Wal-Mart,
Sam’s Club.
To increase sales, GY offer the big discounts that is
different among dealers
10. What happened then: Dealers…?
* Have to pay = customer could pay at other retailers
* Have to buy more tires than they needed (bc of discount)
* Unfair pricing
* Poor quality
They annoyed!!!!!
1. They found difficult to continue to
deal with GY
2. Some changed to other brands
12. 1. Resellers spend much $ to maintain their facilities & sales staff
To compensate them, manufacturers can offer dealers exclusive
access to new product
2. Fixed prices to end-consumers
big discount: should offer them at outlet malls for not confuse
customers
3. Should educate retailers about
product so the retailers can shape an
effective sales force
Dealers feel happy and profitable smooth supply chain
benefit manufacturers
13. Thanks
Introduced by C-team:
Le Thi Hai Yen
Mai Dinh Thi
Ngo Hoai Diem Nga
Du Ngoc Huyen Trang