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Designing ChannelDesigning ChannelSystemsSystems
 
IntroductionIntroduction
Factors that determine the nature of Factors that determine the nature of the distribution channelthe distribution channel
–Nature of the product or serviceNature of the product or service–Location and nature of the customersLocation and nature of the customers–Nature of competition and distributionNature of competition and distributionsystemssystems–Intensity of distribution requiredIntensity of distribution required–Nature of the markets being targetedNature of the markets being targeted
 
1.1.
Channel Stages in channel planningChannel Stages in channel planning 
–Segmentation stageSegmentation stage
Pharma company segments: Doctors/Pharma company segments: Doctors/Chemists/ Hospitals and nursing homesChemists/ Hospitals and nursing homes
–Positioning stagePositioning stage
Service objectives at each channel element.Service objectives at each channel element.Each segment has different expectationEach segment has different expectation
–Focus stageFocus stage
Doctors in all A cat townsDoctors in all A cat towns
Chemists located in the main markets of AChemists located in the main markets of Atownstowns
Only big govt and private hospitalsOnly big govt and private hospitals
–Developing the right channel alternativeDeveloping the right channel alternative
Modifications required to make it an idealModifications required to make it an idealchannelchannel
 processprocess
M1M2M3P1P2P3
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