Distribution and Intergrated Promotion Decision

8/19/2019 Distribution and Intergrated Promotion Decision

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Distribution and IntegratedPromotion Decision• M Arief Amruzar• Listya Diani Pramudyaningtias• Maria Rini Setia• Michael Susanto• Milki Umar• Nia Nurita• Nicholas Arizona• Muadz Akbar• ulius !easar Panggabean


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Distribution !hannel Decision


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Middlemen Im"ro#es Market $%ciency&' (unctional e%ciency)' Scale e%ciency*' +ransactional e%ciency

Marketing !hannel


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Distribution

!hannel,b-ecti#e

Product

A#ailability

Meeting!ustomer

Ser#iceRe.uirem

et

Promotional $/ort

MarketInformatio

n

!ost$/ecti#ene

ss

(le0iblity


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Institutionin Marketing

!hannel

1holesaler

AgentMiddleme

n

Retailers

(acilitating

Agencies


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Producer

Consumer

Retailer

B

Producer

Consumer

Retailer

Wholesaler

C

Producer

Agents

Wholesaler

Retailer

Consumer

D

Consumer

A

Producer

2o3 should 3e decide 3hich channel structure is best4

$0hibit &)'5

Consider the channel design options for a consumerproduct


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$0hibit &)'6

Consider the channel options for industrial goods andservices

Producer

Industrial Buyer

Wholesaler

B

Producer

Industrial Buyer

Agent

C

InIndustrial Buyer

A

Producer


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$0hibit &)' 7

Example of a Hybrid Marketing Channel

Supplier

Company Website& Sales Force

WholesaleDistributor

Companyelp !ine &"utside

Ser#ice Centers

Demand Generation

PhysicalDistribution

Post-Sale Service


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!hannel Designs

$0"ort

!ontractualAgreement

Direct In#estmentMarket $ntry

Strategies DomesticMiddlemen(oreign

Middlemen

Retail S(oreign

+angible 8oods

Intangible 8oods Shorter !hannel (ranchising


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!hannel Management Decisions

!or"orate 9MS

!ontractual 9MS

Administered 9MS

9ertical MarketingSystems

Relational 9MS

!hannel !ontrolStrategies

Pull

Push

+rade

Promotions

IncenMo

!hMe

ResellerPurchase and

In#entories

P

LocalPromotional

$/ort


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!hannel !on:icts

Incom"atible8oals

UnclearRights and

Res"onsibilities

Mis"erce"tion

Reasons of!on:ict

Poor!ommunicatio

n

In#ol#ing !hannelMembers in Polic

Decision

IncreasingInteraction amongPersonnel

(ocusing on!ommon 8oals

Se#eralA""roaches

Use of Mediationand Arbitration


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Integrated Promotion Decisions


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Decision Se.uence for De#elo"ing the Promotion Mi0

De;ne the audience


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Strategic !ircumstances and the Relati#e Im"ortance ofAd#ertising and Personal Selling as Promotional +ools


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Promotion Mi0

Promotion MixElement

Amount ofInformation

Communicated

Credibility ControlOver heMessage

Cost toreach oneCustomer

Ad#ertising • Radio B +9 ? C• 1ebsite ?

Lo3 8ood Lo3 P

Personal Selling Lots of information De"ends ?• !om"any• Personality• Sales skills

Poor buttraininghel"s

2igh inde#elo"edcountry

Sales Promotion 9irtually NoInformation

Not a""licable 8ood Lo3 B selfli.uidating

Public Relation Lots of information 2igh Poor 9ery Lo3 Push B Pul


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Making Advertising "ecisions#$ !etting Advertising Ob%ectives

8oals that ad#ertising attem"ts to achie#e$0? !onsumer a3areness in:uencing "roductEbrand bene;ts encouraging to

trial "urchase'De;ne the target marketEaudience

&$ !etting Advertising 'udgetsReach F "ercent of the target audience(re.uency F measure of re"etition

($ Making Media Choicesraditional Media

$0? +9 Radio Print Media ,utGofGhome $0hibition Su""lementary MeDirect Marketing using ad#ertising Media')e* Media +internet based,$0? Hanner Ads Search ey3ords Portal Deals Social Net3orks $maHlogging Podcasting $


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MeasuringAd#ertisingResults

Hefore +ests

Recall +ests

Sales +ests

After +ests

Recognition +ests

Recall +est


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Making Personal Selling Decisions

!ommunication,b-ecti#es for

Salesforce

Salesforce,rganization

AccountManagement

PoliciesDe"loyment Juotas Recruitment BSelection

Sales"erson@s ob

Performance

+raining

Sales"erson@sS ills

Sales"erson@sUnderstanding

of obRe.uirements K

Role$0"ectations

SAL$SP$RS,N@s ,HP$R(,RMAN!$

Planning SalesProgram

ProgramIm"lementation


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Making Sales Promotion Decisions

∗ Sales "romotion is less risky than ad#ertising∗ Performance is usually easily measurable∗ Primary sales "romotion techni.ues ?

&' PriceGo/ Promotions)' Premiums*' Sam"ling>' Rebates5' !ontests and S3ee"stakes6' +rade Promotions


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Making Public Relation Decisions

∗ Public relations has se#eral uni.uead#antages ?&' Lots of information can be communicated)' 2igh credibility*' 9ery lo3 or nil cost to" reach customer>' Su""orts bith "ull and "ush strategies


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h


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Nano Rein#enting the1heel


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,#er#ie!om"any Hackground

2istory

• & >5 $stablished as +ata $ngineering B Locomoti#e !om"any Ltd' K & 6 +elcom B DeimlerGHenz G "roduce commercial #ehicles• uh3ahfhf +elco inde"endently "roduce engineering e.ui"ment B construction e.ui"ment machinery• & 6& $0"ort to global market• )* uly ) * (inally settle do3n to automobile as +ata Motors Ltd'• ) 5 +ata Motors Ltd' industrial -oint #enture 3ith (iat Automobile 8rou" G "roduce (iat and +ata cars

and (iat "o3ertrains

Production

• +oto Motors Ltd' 3as India@s largest automobile com"any• Leader in commercial #ehicles ?

G 1orld > th largest truck manufacturerG 1orld ) nd largest bus manufacturer

Inno#ation• (irst indigenously de#elo"ed Light !ommercial 9ehicle• India ;rst S"ort Util ity 9ehicle• (irst fully indigenous "assenger car• India@s ;rst indigenously de#elo"ed miniGtruck


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+ata Nano• Idea ? Pro#ide a safe a/ordable allG3eather form of "ersonal trans"ort for family 3ho only

a/ord for motor cycle'

• !once"t ? G A #ehicle that could be a/ordable and lo3 cost enough to be 3ithin e#eryonereach "eo"le@s car'

G Meet all safety standards e0ceed emission norms lo3 in "ollution andhigh in fuel e%ciency'

new market for cars which does not exist

Notes ? I 3ill add more


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Mis;redStrategies

!onfusion about its "ositioning!ommunication cam"aign aimed to be costGe/ecti#e and inno#ati#e

+he distribution net3ork di/erent from

contem"orary(inancing HottleneckPrice Protected for ;rst & ' carsregardless of rising costs

+echnical failure


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ata )ano !trategy+ Current,

Product Price

Promotion Place

Positioning


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+ata@s Strategies fRe#i#al


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Price ? Promotion ?

Product ? Placement ?

A ordability A ordability

Fix Product’s Issues- ReGengineered to ;0 the issues related to the ;re and

safety- ,/er free safety u"grades for costumers Nano

Fix Product’s Issues- ReGengineered to ;0 the issues related to the ;re and

safety- ,/er free safety u"grades for costumers Nano

Changing Ad’s Con!ars "eo"le 3ant to o3n something they can as

and be "roud of

Changing Ad’s Con!ars "eo"le 3ant to o3n something they can as

and be "roud of

New istribution !- F Class sho3rooms- More outlets on smaller cities and to3ns

New istribution !- F Class sho3rooms- More outlets on smaller cities and to3ns

+ata@s Strategies fRe#i#al


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ReGPositata )ano - .E/Positioning !trategy

• Segment ? Small #ehicle• Market target ? outh and middle income families

Product ? Promotion ?

!mart City Car

"Add# Intelligent Features- (ocusing on the youth to re-u#enate its

image mo#ing a3ay from the conce"t ofbeing an a/ordable fourG3heeler'

- 1ith the u"grades +ata Motor@s is tryingto increase the #alue for money"ro"osition it o/ers to customers'

"Add# Intelligent Features- (ocusing on the youth to re-u#enate its

image mo#ing a3ay from the conce"t ofbeing an a/ordable fourG3heeler'

- 1ith the u"grades +ata Motor@s is tryingto increase the #alue for money"ro"osition it o/ers to customers'

Celebrate Awesomeness$ngage youngsters as"iring for a car

can be customized for cofeatures'

Celebrate Awesomeness$ngage youngsters as"iring for a car

can be customized for cofeatures'

$ulti%pronged Appro!om"any use de#ices such as :oats communicate the basic #alues of thebrand such as fuel e%ciency and totof o3nershi"

$ulti%pronged Appro!om"any use de#ices such as :oats communicate the basic #alues of thebrand such as fuel e%ciency and totof o3nershi"


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Distribution and Intergrated Promotion Decision

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