1.

What sort of marketing or distribution channels would you suggest might be most

relevant in the following markets in the year 2020? List what you think would be the

three most relevant distribution channels for each product offering, and why?

-Solution :

For Music and video/ Home entertainment software (e.g. video games)

As of the Current Scenario of COVID 19(FY 2020) or in the Coming Years the Mindset of the
Consumers towards Hygiene and Being Contactless in Much of the activities gives the Companies to
respond similarly.Before this also the Market Scenario for Music & Video Industry In India/World
Was all based on Net because of the Increase in Internet Users Worldwide and With Changing in
Technology & Trends,the Current Music Industry is also based on Using Internet as a Medium of
Distribution Channel for Its Products & Services.

That is,Music & Video Industry are much More dependent and I Also Suggest the same that its
better to Adapt Online Distribution Channel for Marketing/Distribution as of Current Market
Scenario as it Avoids the Mediator Role as Well Direet marketing consists of direct communications
with earefully targeted individual customers, often on a one-to-one, interactive basis, to obtain an
immediate response.

Also it avoids the risk of payment delay as that is involved in case of Indirect Marketing which
involves a chain of distribution inlvoving that from manufacturer-wholesaler-jober-retailer-
customer,like that.

It Also provides the Companies or Firms to have one on one interaction with the customer which
helps in building better relationship and also helps in maintaining customer portfolio which
determine customer taste and preference like google and other online sites keeps(i.e. Search Engine
Optimization Techniques)

Also Online Marketing/Distribution Channel Enabled the User to Identify & target its customer
easily through already available secondary data records online.

For Business application software/ Engineering consulting advice (say on mining or

construction applications)

For Business Application Software Marketing/Distribution,it is considered to be much more

complicated as that of direct or indirected marketing/distribution. As of Current Changing Business
Environment As per My Understanding I would Like An Organization Better to Adopt Integrated
Direct Marketing/Distribution Channel Which Involves using Multiple-Vehicle,Multiple-Stage
Campaigns which improves the company overall response rate and profits as well which involves
creating online ad campaigns,publishing ads on business profile based websites,placing ads on
business related newspapers,magazines.As of Now,wherein Integrated Direct marketing also includes
participating in Trade Fairs & All but that would be mot possible right now.

Companies can also decide to participate in or sponsor Internet forums, newsgroups and bulletin
boards that appeal to specific special interest groups. Such activities may be organized for
commercial or non-commercial purposes.Companies can also encourage prospects and customers to
send questions, suggestions and complaints to the company via e-mail. Customer service
representatives can quickly respond to such messages. The company may also develop Internet-based
electronic mailing lists of customers or prospects. Such lists provide an excellent opportunity to
introduce the company and its offerings to new customers and to build ongoing relationships with
current ones. Using the lists, online marketers can send out customer newsletters, special product or
promotion offers based on customer purchasing histories, reminders of service requirements or
warranty renewals, or announcements of special events.

After which Companies or Service Provider Can Provider Physical Presentation to the Customer or
Wilinged One if Possible.

Wherein for Engineering consulting advice (say on mining or construction applications)same

strategy can be adopted but it would be more relevant to have one on one interaction with the
industry because Mining or Construction Applications involves huge capital investment and its not
possible to have a deal without interaction.

[Industrial Marketing Channel Is Considered to be more relevant if looking for B2B/industries

sales)

Which mainly includes the Manufacturer/Service Provider itself-Manufacturer’s Representative or

Sales Branch-Industrial Distributor then the Industrial Customer.

Financial services

For Financial Services,It Totally Relies on Type of Financial Services the Company or Organization
Is Providing Like Individual or Commercial(Mainly For Business/Industrial Organizations).

Depending On Current Situation It May Vary According,But as of My Understanding Companies

May Go With MultiChannel Strategy which can be stated as the implementation of a single strategy
across multiple channels or platforms, thus maximizing opportunities to interact with prospective
customers. A channel might be email, a print ad, a retail location, a website, a promotional event, a
mobile app, SMS messaging, a product’s package, or word-of-mouth.

The goal of multichannel is to give consumers a choice, and allow them buy when and where they want
to.

Shampoo/Personal services (e.g. hairdressing, beauty therapies)

With Increase in Customer Preferences For Something New & To Get Everything Delivered At
Doorstep like for foods,Personal Care Services & Products,Companies can go with
Direct/Integrated/Online Marketing-Distribution Channel like most of the companies are already
following it Like UrbanClap,HouseJoy,YesMadam,Megacare and All.

As being asked in the question to mention three relevant distribution channel for each one,different
alternative can be used as being shown in the figure based on ones usage or market reach.

2. The celebrity chef Sanjeev Kapoor owns and runs a series of high profilerestaurants. He is
opening restaurants, stars in his own on ground-breakingchef/food based TV programmes, and
has a number of books and other businessinterests. Discuss the view that celebrities cannot be
brands as they do not meet the common brand criteria.

Solution-

Yes,celebrities cannot be brands as they do not meet the common brand criteria.As being described
about the Celebrity Chef Sanjeev Kapoor(Who owes his own ground-breaking chef/food based TV
Programmes,and has a number of books and other business interests).As if we consider the journey of
Sanjeev Kapoor How he built A Business Empire,He starts his business with introducing a three set non-
stick pan for Rs8000 which was executed to be sold through direct to home which not succedded,after
which he opts for Plan B through television ads which too didn’t succedd due to negative perception of
the goods sold on TV. Already the idiot box was flooded with sauna belts, massage mats and a rash of
dubious goods. Selling high-quality kitchenware, he reasoned, might be difficult due to the well-
entrenched perceptions of viewers.
Then Sanjeev Kapoor Opted For The Hybrid Model/Integrated Marketing Channel Which Includes
Television Ad Along with Retail Route by Tapping into Malls & Shopping Outlets which helped the its
brand to succedd.

Thus from this it can be stated that A celebrity himself alone cannot be considered to be a successful
brand as consumers mindset is all based on some certain perception to see touch and feel any product
before using it,wherein in this case too sanjeev kapoor tied up with certain already existing famous co-
brands and starts his new brand(Wonderchef) Which is now in its own a million dollar brand.