how should channels be designed
TRANSCRIPT
Designing and managing integrated
marketing channels
SHUBHAM VERMA
IIT GUWAHATI
How should channels be
designed ?
Analysing customer needs and wants
Establishing objectives and constraints
Indentifying Major Channel Alternatives
Types of intermediaries
Number of intermediaries
Terms and responsibilities
of channel members
Evaluating major channel alternatives
Control of Channels
3 types of channel alternatives :
• Types of intermediates
• Number of intermediates
• Terms and responsibilities of
channel members
Types of intermediaries
Choosing a new unconventional channel because of difficulty , cost and ineffectiveness of working with dominant channel
Number of Intermediaries
3 strategies based on no of intermediaries
• Exclusive distribution -> Distribution to limited number of intermediaries
• .• Selective distribution -> relies on more
than a few but less than all of the available intermediaries
• Intensive Distribution – places goods/products to all available outlets
Photo of break even cost chart
LEVEL OF SALES
SELLING
COSTS
Manufacturer’s sale agency
Company sales force
Break Even Cost chart for the choice between a company sales force and a manufacturer’s Sales Agency
"These slides were created by Shubham Verma( IIT Guwahati ) as part of an internship done under the guidance of Prof. Sameer Mathur(www.IIMInternship.com)"