distribution and intergrated promotion decision
TRANSCRIPT
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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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