Designing and Managing Integrated Marketing Channels
Designing and Managing
What is a Marketing Channel?
A marketing channel system is the
particular set of interdependent
organizations involved in the process of
making a product or service available for
use or consumption.
A push strategy uses the manufacturer’s sales
force, trade promotion money, and other means
to induce intermediaries to carry, promote, and
sell the product to end users.
A pull strategy uses advertising, promotion, and
other forms of communication to persuade
consumers to demand the product from
Categories of Buyers
High value deal seekers
Develop and disseminate persuasive
Reach agreements on price and terms
Acquire funds to finance inventories
Provide space for storage
Provide support for buyers’ payment of their bills
Oversee actual transfer of ownership
What is Channel Conflict?
Channel conflict occurs when one
member’s actions prevent another channel
from achieving its goal.
Types of channel conflict
Case Study – Titan Watches
Sold through Seven different stores.
World of Titan
Titan Signet Club
Case study- HUL
100 brands and 100 plants
1, 000 products company distribute them
nationally through network of four
warehouses, more than 40 agents, 75,00
wholesalers and a number of instutional
Project Shakti – 2001 – through SHGs