By Wan Zhi (Wan)Ateneo Graduate School of BusinessMay 10, 2013
Concept 1:Channel-Design DecisionsConcept 2:Channel-Management DecisionsConcept 3:Channel Integration and SystemConcept 4:...
Evaluating major channel alternativesIdentifying major channel alternativesEstablishing objectives and constraintsAnalyzin...
Example: How does Chinese brand Skyworth design theirchannels when enter the Philippines market?ChannelDesignDecisionMajor...
 Selecting channel members Training and motivate channel members Evaluating channel members Modifying channel design a...
Cash transactiondealer: highlight cashprice to attractivecustomerSelf-financingtransaction dealer:highlight the downpaymen...
Vertical marketingsystemsHorizontalmarketing systemsIntegratingmultichannelmarketing systems
SkyworthRetailersCustomersSkyworthWholesalersRetailersCustomersCity and Townas MetroManilaFarawayCountrysideas VisayasandM...
SMApplianceCash CashPinoy,LAZADABenondedealersChannel conflictsalways happen
 SM: biggest dealer, offer exclusive modelswith volume requirement; Other dealer: offer common models butcontrol the sug...
 USA: 2012 US US eCommerce and Online Retail salesprojected to reach $226 billion China: 2012 China eCommerce and Online...
 Skyworth e-commerce:Skyworthe-commerceSpecial onlinestore in B2BwebsiteCorporate onlinewebsite:www.coocaa.comSale to onl...
Strategic dealersNational chainstoresSM ApplianceAbensonImperialContribute 70%sales revenueProfit basecontributorSelf-fina...
 Price management: adopt the same SRPnationwide Product management: offer exclusive modelsto strategic dealer while also...
 Skyworth cooperate with Cash cash pinoy andLazada to implement online sales. Skyworth take another sister brand COOCAAt...
Concept 1:Channel-Design DecisionsConcept 2:Channel-Management DecisionsConcept 3:Channel Integration and SystemConcept 4:...
 If every channel push you, you will definitely win. To stand higher, standing on the shoulders of giants’
Six concepts about kotler’s chapter 15
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Six concepts about kotler’s chapter 15

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Six concepts about kotler’s chapter 15

  1. 1. By Wan Zhi (Wan)Ateneo Graduate School of BusinessMay 10, 2013
  2. 2. Concept 1:Channel-Design DecisionsConcept 2:Channel-Management DecisionsConcept 3:Channel Integration and SystemConcept 4: Conflict, Cooperation, andCompetitionConcept 5:E-Commerce Marketing PracticesConcept 6:M-Commerce Marketing Practices
  3. 3. Evaluating major channel alternativesIdentifying major channel alternativesEstablishing objectives and constraintsAnalyzing customer needs and wants
  4. 4. Example: How does Chinese brand Skyworth design theirchannels when enter the Philippines market?ChannelDesignDecisionMajor ChannelAlternatives:SM, Abenson,Anson’s,Imperials…Needs andWants: thosepractical and notconcern withbrandObjectives andConstraints: fastgrowth and controlfinancial lossEvaluate MajorChannelAlternatives:SM, ESLA, RoyalStar are goodalternatives
  5. 5.  Selecting channel members Training and motivate channel members Evaluating channel members Modifying channel design and arrangements Channel modification decisions Global channel considerationsMotivating and Balancing arethe most important!
  6. 6. Cash transactiondealer: highlight cashprice to attractivecustomerSelf-financingtransaction dealer:highlight the downpayment or monthlyinstallment paymentProductlineProductline
  7. 7. Vertical marketingsystemsHorizontalmarketing systemsIntegratingmultichannelmarketing systems
  8. 8. SkyworthRetailersCustomersSkyworthWholesalersRetailersCustomersCity and Townas MetroManilaFarawayCountrysideas VisayasandMindanaoAreaWholesalers :capital platform and logisticsplatform for faraway countryside.
  9. 9. SMApplianceCash CashPinoy,LAZADABenondedealersChannel conflictsalways happen
  10. 10.  SM: biggest dealer, offer exclusive modelswith volume requirement; Other dealer: offer common models butcontrol the suggested retail price; Online sales: introduce another sister brandCOOCAA.
  11. 11.  USA: 2012 US US eCommerce and Online Retail salesprojected to reach $226 billion China: 2012 China eCommerce and Online Retail salesprojected to reach $100 billion• those that have launched awebsite without any previousexistence as a firm.Pure-Click companies• those existing companies thathave added an online site for e-commerce.Bricks-and-Clickscompanies
  12. 12.  Skyworth e-commerce:Skyworthe-commerceSpecial onlinestore in B2BwebsiteCorporate onlinewebsite:www.coocaa.comSale to onlineB2C retailers
  13. 13. Strategic dealersNational chainstoresSM ApplianceAbensonImperialContribute 70%sales revenueProfit basecontributorSelf-financingdealersESLAWilly&SonsRoyal StarContribute 80%profitOther traditonaldealersBinondedealers,Visayas andMindanaodealersBoth playlimited role inrevenue andprofit
  14. 14.  Price management: adopt the same SRPnationwide Product management: offer exclusive modelsto strategic dealer while also protect thoseprofit contributors Account receivable management: use PPT tomotivate early payment. For e-commerce use another sister brand todifferenciate from other dealers.
  15. 15.  Skyworth cooperate with Cash cash pinoy andLazada to implement online sales. Skyworth take another sister brand COOCAAto specialize online sales.
  16. 16. Concept 1:Channel-Design DecisionsConcept 2:Channel-Management DecisionsConcept 3:Channel Integration and SystemConcept 4: Conflict, Cooperation, andCompetitionConcept 5:E-Commerce Marketing PracticesConcept 6:M-Commerce Marketing Practices
  17. 17.  If every channel push you, you will definitely win. To stand higher, standing on the shoulders of giants’

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