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Route To Market > Cours 1- Set Up A Route To Mkt Strategy Channel > Flashcards

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

1
Q

Mkt process

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

Place

A

Go to mkt strategy

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3
Q

Go to mkt strategy

A

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

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4
Q

Marketing Channel

A

Set of interdépendant organisation that make à product available for consumption

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5
Q

What cost a lot

A

Distributing the product

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6
Q

Trade marketing manager

A

Manage the relationship between retailles and producteurs

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7
Q

Property principle

A

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

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8
Q

Part de marché :

Absolute MS

A

Sales of company / total sales

Performance indiciaire

Pénétration x weighted coverage

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9
Q

Pénétration

A

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

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10
Q

Weighted coverage

A

Mesuring how good we are in distribution

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11
Q

Pb we can have with Abolute market shake

A

Pénétration

Weighted coverage

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12
Q

Pb we can have with distribution

A

Average size
Numeric coverage
Dispersion

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13
Q

Average size

A

Total d’achat dans les retails / total de retails

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14
Q

Numeric coverage

A

Nombre de retail / total de conso

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15
Q

WC

A

Average size x numeric coverage x dispersion

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16
Q

If the problem is the pénétration

A

Need to come back to implémentation strategy

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17
Q

Of the pb is WC

A

Need to come back to D. Strategy

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18
Q

MDD

A

Brand of the distributors

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19
Q

Quality of clients portfolio

A

WC/n > 1 —> good

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20
Q

Ben chmark

A

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

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21
Q

To choose market

A

The biggest ând growing

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22
Q

Depth of the markt

A

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

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23
Q

Market share

A

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

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24
Q

Évolution in channel management

A

3 phase

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25
Q

Phase 1

A

Fragmentijg retail

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26
Q

Phase 1

Firm’s objectives

A

Créating value for the final customer

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27
Q

Channel management décision phase 1

A

Channel design

28
Q

Phase 2 firm’s objective

A

Creating value for the final customer

créating value for the intermédiate customer

29
Q

Phase 2 Channel management décision

A

Channel design + trade mkting

30
Q

Phase 3 firm’s objective

A

Co créating value :

Créating value for the final & intermediate customer + créating value with the intermediate customer

31
Q

Phase 3 - Channel management décision

A

Channel design + trade marketing + Channel coopération & partnerships

32
Q

Channel design décisions

A

Distribution approach

Channel structure

Channel bond

33
Q

If penetration - and WC -

Channel strategy :

A

Enhancing client portfolio and investing to improve product acceptance

34
Q

If pénétration + WC -

A

Improving sélectively thé distribution strategy : client portfolio

35
Q

If penetration - WC +

A

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

36
Q

Penetration + WC +

A

Consolidating and defending the competitive position

37
Q

disegregating the WC

A

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

38
Q

Quality of the client portfolio

A

QP= WC/numeric coverage (n)

39
Q

3 components of the Wc

A
  • 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

40
Q

Pour analyser the relative market share :

A

MS market A de I / MS market A de J

41
Q

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

A

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

42
Q

Push logic

A

Create a need before the product is in the store

43
Q

Pull logic

A

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

44
Q

Best approach

45
Q

Types of distribution

A

Selective distribution

Exclusive distribution

Extensive intensive distribution

46
Q

Extensive intensive distribution

A

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

47
Q

Channel bond

Channel structure

A

Vertical dimension

48
Q

Direct Channel

A

Manufacturer —> customers

49
Q

Indirect

A

Manufacturer -> intermediary -> customers

50
Q

Why indirect :

A

Lack of expertise need of distribution intermediaries

51
Q

Indirect channel design choices for

A

Vertical or horizontal

52
Q

Vertical

A

Channel length, degree and type of integration

53
Q

Horizontal dimension chocked

A

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

54
Q

Length vertical channel

A

Short :
Manuf—> retailers —> customers

Long :
Manuf—> wholesaler —> retailer —> customer

55
Q

To choose the channel design

A

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

56
Q

Drivers of the choice

A

Control + risk + : direct

Control +/- risk +/-: short

Control -/risk-: long

57
Q

Degree and type of integration

58
Q

Buy

A

Controlled channel : unbalanced power

Individualistic channel : balanced power

59
Q

Make

A

Proprietary vertical integration

60
Q

Between buy and make

A

Contractual integration :
exclusive distribution
Franchising

61
Q

How to select channel members

62
Q

WAC model

A

Winner clients

Accessible clients

Compatible clients

63
Q

Winner :

A

Grows quicker than the market

Sound financially

More efficient than the others because of its shopper approach and strong mana

64
Q

Accessible

A

Doesn’t belong to a competitor integrated network

Nor to a long term competitors partnership program

65
Q

Compatible

A

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

Route To Market (6 decks)

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