1. Analysis : swot trades 2. Strategy : segmentation,targeting 3. Operating marketing :4ps : product price promo place 4. Control

Cours 1- Set Up A Route To Mkt Strategy Channel Flashcards by Jeanne Dubor

Mkt process

Analysis : swot trades
Strategy : segmentation,targeting
Operating marketing :4ps : product price promo place
Control

How well did you know this?

Not at all

Perfectly

Place

Go to mkt strategy

How well did you know this?

Not at all

Perfectly

Go to mkt strategy

Analysis : distribution
Strategy
Implémentation : channel relationships, trade mktg
Control

How well did you know this?

Not at all

Perfectly

Marketing Channel

Set of interdépendant organisation that make à product available for consumption

How well did you know this?

Not at all

Perfectly

What cost a lot

Distributing the product

How well did you know this?

Not at all

Perfectly

Trade marketing manager

Manage the relationship between retailles and producteurs

How well did you know this?

Not at all

Perfectly

Property principle

When u give a product to a retailer
Forbidden to impose à price
Pb for positionning
You can condition them

How well did you know this?

Not at all

Perfectly

Part de marché :

Absolute MS

Sales of company / total sales

Performance indiciaire

Pénétration x weighted coverage

How well did you know this?

Not at all

Perfectly

Pénétration

Si/TPCi = sales of i / total d’achat dans les retails

How well did you know this?

Not at all

Perfectly

Weighted coverage

Mesuring how good we are in distribution

How well did you know this?

Not at all

Perfectly

Pb we can have with Abolute market shake

Pénétration

Weighted coverage

How well did you know this?

Not at all

Perfectly

Pb we can have with distribution

Average size
Numeric coverage
Dispersion

How well did you know this?

Not at all

Perfectly

Average size

Total d’achat dans les retails / total de retails

How well did you know this?

Not at all

Perfectly

Numeric coverage

Nombre de retail / total de conso

How well did you know this?

Not at all

Perfectly

Average size x numeric coverage x dispersion

How well did you know this?

Not at all

Perfectly

If the problem is the pénétration

Need to come back to implémentation strategy

How well did you know this?

Not at all

Perfectly

Of the pb is WC

Need to come back to D. Strategy

How well did you know this?

Not at all

Perfectly

MDD

Brand of the distributors

How well did you know this?

Not at all

Perfectly

Quality of clients portfolio

WC/n > 1 —> good

How well did you know this?

Not at all

Perfectly

Ben chmark

Results of the competitors
Évolution of the sells
Comparison of diff markets

How well did you know this?

Not at all

Perfectly

To choose market

The biggest ând growing

How well did you know this?

Not at all

Perfectly

Depth of the markt

Prefer to choose according to the total sales of the company not thé MS
The diff choices customer have

How well did you know this?

Not at all

Perfectly

Market share

Relationship between the firmes market share and the one of its main competitors

Provides useful indications on a compétitive gap between the company and the marketing leader

How well did you know this?

Not at all

Perfectly

Évolution in channel management

3 phase

How well did you know this?

Not at all

Perfectly

Phase 1

Fragmentijg retail

Phase 1 | Firm’s objectives

Créating value for the final customer

Channel management décision phase 1

Channel design

Phase 2 firm’s objective

Creating value for the final customer | créating value for the intermédiate customer

Phase 2 Channel management décision

Channel design + trade mkting

Phase 3 firm’s objective

Co créating value : | Créating value for the final & intermediate customer + créating value with the intermediate customer

Phase 3 - Channel management décision

Channel design + trade marketing + Channel coopération & partnerships

Channel design décisions

Distribution approach Channel structure Channel bond

If penetration - and WC - | Channel strategy :

Enhancing client portfolio and investing to improve product acceptance

If pénétration + WC -

Improving sélectively thé distribution strategy : client portfolio

If penetration - WC +

Improving product acceptance by current clients -> convince retailers to buy

Penetration + WC +

Consolidating and defending the competitive position

disegregating the WC

Using n : number of client served by the company N: number of total clients in the market

Quality of the client portfolio

QP= WC/numeric coverage (n)

3 components of the Wc

- average size of the company’s clients = TPCi - numeric coverage = n - market dispersion index = N/TS TPCi/TS = TPCi/n x n/N x N/TS

Pour analyser the relative market share :

MS market A de I / MS market A de J

How do we choose the distribution strategy ?drivers of the distribution :

positioning Involvement : customer approach (subjective approach) Nature of the good: product approach (objective)

Push logic

Create a need before the product is in the store

Pull logic

Wait for the customer to come to the store and ask for the product

Best approach

Twin

Types of distribution

Selective distribution Exclusive distribution Extensive intensive distribution

Extensive intensive distribution

The product is distributed by all the possible intermediaries Chi require it without a selection

Channel bond | Channel structure

Vertical dimension

Direct Channel

Manufacturer —> customers

Indirect

Manufacturer -> intermediary -> customers

Why indirect :

Lack of expertise need of distribution intermediaries

Indirect channel design choices for

Vertical or horizontal

Vertical

Channel length, degree and type of integration

Horizontal dimension chocked

Selection of intermediaries at diff levels : type of intermediaries, single distribution

Length vertical channel

Short : Manuf—> retailers —> customers Long : Manuf—> wholesaler —> retailer —> customer

To choose the channel design

Compute the cost and profitability of each channel option of the same firm

Drivers of the choice

Control + risk + : direct Control +/- risk +/-: short Control -/risk-: long

Degree and type of integration

Buy make

Buy

Controlled channel : unbalanced power Individualistic channel : balanced power

Make

Proprietary vertical integration

Between buy and make

Contractual integration : exclusive distribution Franchising

How to select channel members

WAC model

Winner clients Accessible clients Compatible clients

Winner :

Grows quicker than the market Sound financially More efficient than the others because of its shopper approach and strong mana

Accessible

Doesn’t belong to a competitor integrated network Nor to a long term competitors partnership program

Compatible

Approach to he market consistent with our strategy : values, transparency