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Channel Strategy Marketing And Distribution PowerPoint Presentation Slides SlideTeam
Are you looking to make a channel strategy PowerPoint presentation? Channel strategy marketing indeed is the solution. Our expert team has come up with this 61 slides content-ready Channel Strategy Marketing And Distribution PowerPoint Presentation Slides. This PPT sample deck highlights the major points of channel business strategy and has slides like channel marketing strategy, channel marketing planning, launch plan, our channel products, currently active channels, who is the buyer, buyer’s journey, target customers, process to manage partners, lead generation process, lead generation activities, marketing analysis and many more. You can download this PPT example to deliver PowerPoint presentation underlining significance of channel marketing strategy in making easy availability of products or services to consumers. In this PPT model we have included PowerPoint designs like roles of channel marketing manager, roles of channel support specialist, channel sales numbers, sales by region, financial highlights and many more to cast spotlight on each aspect of this channel marketing system. In short, with this PPT sample show file you can encourage your work force for sales channel development to augment sales and develop strong networks. Just download this Channel Strategy Marketing And Distribution PowerPoint Presentation Slides and wow your audience. Have a look at this Channel Strategy Marketing and Distribution PowerPoint Presentation Deck. In today’s competitive world, it is quite important that you reach the target customer with complete research and planning. Channel strategy is a preparation to engage the customers after analyzing their habits such as online activity, buying habits, etc. Our 61 slides PPT Deck includes channel marketing planning, launch plan, channel products, currently active channels, customer journey, channel partner, target customer etc. There are four major types of channel marketing such as producer to customer, producer to retailer to consumer, producer to wholesaler to petailer to customer and producer to agent to wholesaler to retailer to customer. Using this presentation deck, you can highlight these aspects to your team or business partners. Our PowerPoint Deck covers all vital topics related to Channel Marketing. Download it to make a statement. Drive customer demand with our Channel Strategy Marketing And Distribution PowerPoint Presentation Slides. Create a desire for your goods.
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2. Slide: 2
Dr. Stephanie J. Morgan
Marketing mix 1: Product
Marketing Principles and Practices
3. Slide: 3
Objectives
By the end of the required reading and lecture you should be able to:
Define products, asses ways to evaluate, discuss issues associated with
the product life-cycle concept.
Complete a new product plan.
Explain factors that make a successful brand, and the difference between
brand extensions and stretching.
Apply the growth-share matrix and explain its use.
5. Slide: 5
Defining a product
Product is a physical good, service, idea, person, or
place that is capable of offering tangible and
intangible attributes that individuals or organisations
regard as so necessary, worthwhile or satisfying that
they are prepared to exchange money, patronage or
some other unit of value to acquire it.
(Brassington & Pettit, 2006)
6. Slide: 6
So what is a product or service?
Anything which is capable of satisfying customer needs.
Physical products provide a service, product offerings include services,
usual to differentiate by extent of tangible goods delivered.
Can classify by durability and tangibility.
Consumer goods include: convenience, shopping, specialty, unsought
categories.
Industrial goods include: materials and parts (raw or manufactured),
capital items, supplies and business services categories.
8. Slide: 8
Understanding the Product Range
Product mix – total sum of all products and variants
offered (e.g. all products sold by Cadbury-Schweppes)
Product line – group of closely related products)(e.g. the
Cadbury chocolate bars.
Product item – individual products within lines (e.g. Flake)
9. Slide: 9
Product Assortment (Mix)
Product Assortment Width
Product
Line
Length
Detergents:
Dreft
Tide
Dash
Bold
Toothpaste:
Gleem
Crest
Bar Soap:
Zest
Safeguard
Coast
Oil of Olay
10. Slide: 10
Differences between Features and Benefits
Use the ‘so what’ question to develop benefits.
Benefits should be aimed at the target market(s).
E.g. ‘heat up quick’ for curlers as ‘high speed when you are in a
hurry’ for busy working wives.
Consider also how these features compare to competition,
‘easy to use’ may seem an obvious benefit (although may need
to explain this saves time and hassle) but is it really easier to
use than the alternatives? If it is, can make more of the
benefits of this – that can set a ‘frame’ in the buyers mind that
they need such simplicity, and the competition will then lose
out.
11. Slide: 11
Branding
Branding seeks to create and communicate a three-
dimensional character for a product that is not easily
copied or damaged by competitors’ efforts.
Think of some brands you know well, why are they so
memorable?
12. Slide: 12
Brand Defined
A brand consists of any name, design, style, words, or
symbols, singly or in combination, that distinguish one
product from another in the eyes of the customer.
16. Slide: 16
Table 7.1 Brand Preferences
Which brands are most loved? Most hated?
What impact does the lack of colour and logo have?
GOOGLE NOKIA
COCA-COLA
SUNNY D
MACDONALD’S
MANCHESTER UNITED
17. Slide: 17
Brand positioning:
A brand’s position in the market-place can be analysed using six
elements:
Brand domain: the brand’s target market, i.e. where it competes in the
marketplace.
Brand heritage: the background to the brand and its culture. How it
has achieved success (and failure) over its life.
Brand values: the core values and characteristics of the brand.
Brand assets: what makes the brand distinctive from other competing
brands such as symbols, features, images and relationships?
Brand personality: the character of the brand described in terms of
other entities such as people, animals or objects.
Brand reflection: how the brand relates to self-identity; how the
customer perceives him/herself as a result of buying/using the brand.
18. Slide: 18
Figure 7.5 The Brand Name Spectrum
Descriptive Associative Freestanding
Bitter Lemon
Dairy Milk
Chocolate
Shredded
Wheat
Walkman
Natrel
Bold
Sensodyne
Kodak
Esso
Pantene
Mars Bar
19. Slide: 19
Benefits of Branding
for the Consumer
Easier product identification
Communicates features and benefits
Helps product evaluation
Establishes product’s position
Reduces risk
Creates interest
20. Slide: 20
Benefits of Branding
for the Manufacturer
Helps create loyalty
Defends against competition
Creates differential advantage
Allows premium pricing
Helps targeting/ positioning
Increases power over retailer
21. Slide: 21
Brand Extension
Use brand name goodwill (higher company value + brand equity) release in
same market (broadly)
Lower risk and lower cost than alternatives
Distributors and consumers may perceive less risk.
May fail if do not offer functional, psychological or price advantage.
Cannibalization can also occur (new brand gains at expense of established).
Danger of underfunding, overconfidence, focus on minor modifications.
Bad publicity for one affects reputation of others.
23. Slide: 23
Brand Stretching
Established brand name used in unrelated markets.
Can keep cost and effort down compared to new brand – if fits values
inherent in core.
New brand area can damage reputation of core brand.
Too much stretching reduces credibility.
24. Slide: 24
Figure 7.6 Aspects of
Product Quality
Performance Durability
Corporate name
and reputation
Design
and style
Reliability
and maintenance
Quality
27. Slide: 27
Evaluating the Life-Cycle Concept
As usual, an aid to thinking, need to understand limitations to avoid being
misled.
Fads (e.g. cabbage patch dolls) and Classics (e.g. mars bars) defy
lifecycle.
Life-cycle may be driven by the marketing activity – need to check
assumptions (e.g. extra advertising may reinvigorate sales at ‘end’ of life).
Duration and timescales are unpredictable – limits forecasting.
Can be overly prescriptive – may be situations where a different strategy is
needed than recommended here (e.g. build in decline instead of withdraw,
if market still viable and all competitors have already withdrawn!)
34. Slide: 34
Disadvantages of the Boston Matrix
Based on cash flow, are other criterion, including ROI that may be more
useful.
Depends on market share – can lead to over-focus.
Ignores interdependence between products – can lead to costly mistakes,
need a systems approach.
You could treat market growth rate as proxy for market attractiveness
(depending on other information), and market share as an indicator of
competitive strength. As with all tools, depends on how you use it and
your understanding of its limitations.
42. Slide: 42
Ethical Issues Concerning Products
Safety: products and services need to undergo extensive safety testing
before launch.
Planned obsolescence, particularly if extreme, is unethical.
Deceptive packaging: oversized, slack,
Misleading labelling, brochures or signage
Unqualified staff (esp. professional services)
43. Slide: 43
Lecture Objectives?
Define product, discuss issues associated with the product life-
cycle concept.
Complete a new product plan.
Explain factors that make a successful brand, and the
difference between brand extensions and stretching.
Apply the growth-share matrix and explain its use.