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. 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)
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
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)
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. 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. 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. 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. “Adding more channels can increase market coverage, lower channel cost,
and customize selling.” (Journal of Marketing, 2007)
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/
