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Marketing Channels
Camila Fernandes Bento
Lynn University
Successful value creation depends on successful value delivery...
Summary
• Marketing Channels and Value Networks….…….…………….……………….…04
• Products: Seasoning Blending………..………………….………………………....
Marketing Channels and Value Networks
Marketing channels decision is a critical process of choosing the right distribution...
Marketing Channels and Value Networks
Why would a producer delegate some of the selling job to intermediaries,
relinquishi...
Products: Seasoning Blends
Products Definition
Products: Seasonings Blends
Flavorgod Mrs. Dash
Products Definition
Flavorgod seasonings are one of the most talked
about food products on Instagram nowadays.
Created by ...
Consumer Marketing Channel
Consumer Marketing Channel – Seasoning Blends
Consumer Marketing Channels
The producer and the final customer are part of every channel. The number of
intermediary leve...
Consumer Marketing Channels
Manufacturer
Consumer
0 - level
Manufacturer
Consumer
Wholesaler
Retailer
2 - levels
Manufactu...
Producers should determine what characteristics distinguish the better
intermediaries: number of years in business, other ...
Consumer Marketing Channels – Seasonings Blends
Flavorgod products can be purchase exclusively
online, from their own webs...
Consumer Marketing Channels – Seasonings Blends
Where can you buy them? Where can you buy them?
Manufacturer
Consumer
Whol...
Conclusion
Chris Wallace began making these seasonings
in 2012, his goal is to keep seasonings chemical and
filler free, k...
“Adding more channels can increase market coverage, lower channel cost,
and customize selling.” (Journal of Marketing, 200...
References
Anselmo, D. (2010). Marketing Demystified. McGraw-Hill Companies, Inc., US.
Flavorgod. Retrieved February 12, 2...
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MBA 620 Week 6 Assignment - Camila Fernandes Bento

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MBA 620 Week 6 Assignment - Camila Fernandes Bento

  1. 1. Marketing Channels Camila Fernandes Bento Lynn University
  2. 2. Successful value creation depends on successful value delivery...
  3. 3. Summary • Marketing Channels and Value Networks….…….…………….……………….…04 • Products: Seasoning Blending………..………………….……………………….….07 • Products Definition…………………………….……….………………………….…08 • Consumer Marketing Channels.………….……….…..……………………….……10 • Consumer Marketing Channels – Seasoning Blending….……..…………....……13 • Conclusion……………………………………………………………………………..15 • References…………………………………………………....…………………..….…17
  4. 4. Marketing Channels and Value Networks Marketing channels decision is a critical process of choosing the right distribution system for delivering products and services to target markets. This process can impact brand presence and market share alike. Most producers do not transact their goods directly to final consumers. There is one or more marketing channels between manufactures and final users. “Think of a channel as a pathway to customers. (...) Employing other business entities as part of a sales, delivery, or service effort – increases your ability to reach and influence target markets.” (Anselmo, 2010, p. 91)
  5. 5. Marketing Channels and Value Networks Why would a producer delegate some of the selling job to intermediaries, relinquishing control over how and to whom products are sold? Through their contacts, experience, specialization, and scale of operation, intermediaries make goods available and accessible to target markets, usually, more efficiently than the producer can achieve on its own. Many producers lack the financial resources and expertise to sell directly. (…) It is easier to work through the extensive network of privately owned distribution organizations. (Kotler & Keller, 2012, p. 199)
  6. 6. Products: Seasoning Blends Products Definition
  7. 7. Products: Seasonings Blends Flavorgod Mrs. Dash
  8. 8. Products Definition Flavorgod seasonings are one of the most talked about food products on Instagram nowadays. Created by chef Chris Wallace, they are the go-to spices for many people following vegan, paleo and low-calorie diets. These seasoning mixtures are all chemical-free, ground fresh to order, and without MSG (monosodium glutamate). Mrs. Dash are salt free granulated mixtures of dried herbs and spices which are sold in small plastic shaker bottles. The product line was originally developed by Carol Bernick, now she is the executive chairwoman of the company. Mrs. Dash is a brand name of seasoning marketed by B&G Foods. Flavorgod Mrs. Dash
  9. 9. Consumer Marketing Channel Consumer Marketing Channel – Seasoning Blends
  10. 10. Consumer Marketing Channels The producer and the final customer are part of every channel. The number of intermediary levels designates the length of a channel. Channels conventionally relate a forward movement of products from source to consumers. “A zero-level channel, also called a direct marketing channel, consists of a manufacturer selling directly to final customers (…). A two-level channel contains two intermediaries (…), these are typically a wholesaler and a retailer.” (Kotler & Keller, 2012, p. 200) “When planning your placement strategy, choose channel partners based on their connections with those customers whom you cannot reach or influence yourself.” (Anselmo, 2010, p. 101)
  11. 11. Consumer Marketing Channels Manufacturer Consumer 0 - level Manufacturer Consumer Wholesaler Retailer 2 - levels Manufacturer Consumer Retailer 1 - level Manufacturer Consumer Wholesaler Retailer Jobber 3 - levels
  12. 12. Producers should determine what characteristics distinguish the better intermediaries: number of years in business, other lines carried, growth and profit record, financial strength, cooperativeness, reputation, size and quality of the sales force, and delivery time. Consumer Marketing Channels Wholesale • Wholesalers deal in high-volume orders. They are often the first point of entry for products on their way to market. They typically purchase and resell goods as they are. Jobber • Jobbers bridge relationships between buyers and sellers, in exchange for a commission. Retailer • Retailers purchase products, mark up pricing to cover their costs, and them distribute those products directly to consumers.
  13. 13. Consumer Marketing Channels – Seasonings Blends Flavorgod products can be purchase exclusively online, from their own website. Shortly after I created these seasonings, I began selling them at local farmers markets. My seasonings are crafted with care and shipped to countries all over the world. I am not a huge corporation. I am one man with a dream (…). (Wallace, 2012) B&G Foods Inc. and its subsidiaries manufacture, sell and distribute a diversified portfolio, branded shelf-stable foods across the United States, Canada and Puerto Rico. Mrs. Dash products can be purchase online and in stores, such as Publix, Walgreens, Family Dollar, Winn Dixie, Target, Walmart, Costco, etc. Flavorgod Mrs. Dash
  14. 14. Consumer Marketing Channels – Seasonings Blends Where can you buy them? Where can you buy them? Manufacturer Consumer Wholesaler Retailer 2 - levels Manufacturer Consumer 0 - level … www.mrsdash.com www.flavorgod.com Flavorgod Mrs. Dash
  15. 15. Conclusion Chris Wallace began making these seasonings in 2012, his goal is to keep seasonings chemical and filler free, keeping low salt levels, and always staying true to the herbs and spices that he uses. “Once you place your order, please allow us those 10 days to make your items FRESH for your specific order, and then send tracking to the email you used at checkout.” (Wallace, 2012) Mrs. Dash has been a favorite in American kitchens since its introduction in 1983. The pioneer of salt-free seasonings, Mrs. Dash is one of the most recognized brands in the seasonings blends segment. Today, Mrs. Dash Seasoning Blends are available in 14 different varieties that add flavor to foods. Mrs. Dash is now the most popular salt free seasoning in the market. Flavorgod Mrs. Dash
  16. 16. “Adding more channels can increase market coverage, lower channel cost, and customize selling.” (Journal of Marketing, 2007)
  17. 17. References Anselmo, D. (2010). Marketing Demystified. McGraw-Hill Companies, Inc., US. Flavorgod. Retrieved February 12, 2016, from https://flavorgod.com/ Journal of Marketing. (2007). Multichannel Shopping: Causes and Consequences, 32, p. 114. Kotler, P. & Keller, K. L. (2012). A Framework for Marketing Management (fifth edition). Pearson Education, Inc., Upper Saddle River, NJ: Pearson Prentice Hall. Mackay, C. (2011). Effective Marketing. Catriona, In Easy Steps Limited, UK. Mrs. Dash. Retrieved February 12, 2016, from http://www.mrsdash.com/

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