Marketing Mnaagement Topics:Channel Differentiation & Image Differentiation.

1. Channel differentiation
&
Image differentation
 Presented by
 Syed Kashif Shah
 Group Members
 Naved Iqbal,Kashif Ali,

Fakhar Zaman

BBA(5Th)
 I-D=4687

2. What is channel(Marketing)
 A marketing channel is a set of
practices or activities necessary to
transfer the ownership of goods and
Services to move goods, from the
point of Production to the point
of consumption.

6. Channel Differentation
One of the ways a companies can
differentiate their offerings in the minds of
the consumers. They can differentiate their
offerings through their channel’s coverage,
expertise, and performance and thus may
achieve competitive advantage.

7. Channel Differentiation
 Direct Marketing
 Indirect Marketing

8. Direct Marketing
 The business of selling products or
services directly to the public, e.g.,
by mail order or telephone selling,
rather than through retailers.

9. Indirect Marketing
 The Selling of Products Through a
Distribution Channel That Includes
Wholesaler & Retailers.
 Indirect Marketing is the distribution
of a particular product through a
channel that includes one or more
resellers.

10. Channel Differentiation
 Coverage
 Expertise (Channel Members)
 Performance
 Internet

11. Coverage
 The number of active retail and/ or
wholesale outlets that sell a specific
firm’s brands in a given market.
 Market Places
 Area
 Availability of Product
 Better Communication
 On Time Delivery

12. Coverage
 AMUL (Anand Milk Union Limited)
 Product avaliable More
than 10000 Villages

13. Channel Members Expertise
 Training Channel Members to perform
More reliably.
Proper Training

14. Channel Members Expertise
 TO create 1400 Parlours in 2012
 Revenue Above from 200 crore in last
12 Months.

15. Performance
 The act of performing or the state of
being performed.
 The work done in a good way or bad
way.
 Good way High Performance
 Bad way low Performance

16. Performance
 AMUL can received Award from Govt.
of India for Excellence in Diary
Products Exports for the last 11 years
 Many Products are now Available in
 USA
 Gulf Countries
 Singapore

17. Performance
 India largest exporter of Dairy
Products.
 Amul Pure Ghee
 Amul Butter Cheese
 Amul Malai Paneer
 Amul Brown Beverage
 Amul Golden Milk
 Amul Fresh Cream etc….

18. Internet
 Through which we can communicate
customer and customer can place
order easily.
 Those marketing which are done
through Internet are called Internet
Marketing.

19. Internet
 AMUL

20. Image Differentiation
 company may differentiate itself from
its competitors by image, the
particular image or its logo and
symbols, its advertising, its events
other sources of differentiation.

21. Image Differentiation
 A person responds differently to
company and brand images.
 Symbols & Logos
 Media
 Advertising
 Events

22. Symbols & Logos
 Symbols convey notions, concepts,
and ideas through forms, colors,
words,and objects.

23. Symbols & Logos

24. Media
 The way in which we communicate
with our target group.
 Print Media
 Electronic Media
 Social Media

25. Print Media
 The industry associated with the
Printing and distribution of magazines
and newspapers.

26. Electronic Media
 Electronic Media is information or
data that is created, distributed and
accessed using a form of electronics,
electromechanical energy or any
equipment used in electronic
communications.

27. Electronic Media
 T.V
 Radio
 Computer
 Cell Phones

28. Social Media
Social media refers to the means of
interactions among people in which
they create, share, and exchange
information and ideas in virtual
communities and networks.
websites and applications that enable
users to create and share content or
to participate in social networking.

29. Social Media

30. Social Media

31. Social Media Marketing
“Social Media Marketing” SMM refers
to marketing done through social
media or Social Networking wbsites.

32. Advertising
 The activity or profession of
producing advertisements for
commercial products or services.

33. Advertising

34. Events
 The Activity or Developed a themed
Activity,musical’Festival,Sporting,Cult
-ural etc to Promote a Product.

35. Events
 Pepsi

36. Events
 Coca Cola

37. Events
Sunsilk