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  • Session 7 - Knowledge Expansion and Application

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    THY LÊ QUỲNH
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    The document discusses distribution channel and place, or place marketing mix, as taught by Dr. Khanh Ngo. It provides examples of how companies like Uber and Casper have disrupted traditional distribution channels. Casper in particular shares profits generously with distributors and retailers in order to gain wide access to customers through many levels of distributors and retailers. The debate topic questions whether channel image is important to a brand's image or if what matters most is proper product display.

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    The document discusses distribution channel and place, or place marketing mix, as taught by Dr. Khanh Ngo. It provides examples of how companies like Uber and Casper have disrupted traditional distribution channels. Casper in particular shares profits generously with distributors and retailers in order to gain wide access to customers through many levels of distributors and retailers. The debate topic questions whether channel image is important to a brand's image or if what matters most is proper product display.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    12 views34 pages

    Session 7 - Knowledge Expansion and Application

    Uploaded by

    THY LÊ QUỲNH
    The document discusses distribution channel and place, or place marketing mix, as taught by Dr. Khanh Ngo. It provides examples of how companies like Uber and Casper have disrupted traditional distribution channels. Casper in particular shares profits generously with distributors and retailers in order to gain wide access to customers through many levels of distributors and retailers. The debate topic questions whether channel image is important to a brand's image or if what matters most is proper product display.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 34

    PRINCIPLE OF MARKETING

    Marketing Mix – Place

    Dr. Khanh Ngo

    www.isb.edu.vn
    What did you learn from reading and knowledge
    review session?

    www.menti.com
    Code:

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Introduction

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Introduction Case: Uber - radically reshaping urban
    transportation channels

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Real Marketing: Distribution Channel

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Casper’s secret in building distribution network:
    Give and share

    https://www.youtube.com/watch?v=x7XYVHxdwoo

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Casper’s secret in building distribution network:
    Give and share

    https://www.youtube.com/watch?v=kWuwvm36tXw

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Casper’s secret in building distribution network:
    Give and share

    AIR CONDITIONER MARKET


    Panasonic

    LG
    Daikin

    Samsung

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Casper’s secret in building distribution network:
    Give and share

    AIR CONDITIONER MARKET

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Casper’s secret in building distribution network:
    Give and share

    CASPER THAILAND

    LENSON VIETNAM
    (Exclusive)

    Distributors
    retailers MORE THAN 10 THOUSANDS

    NEW TARGET CUSTOMERS

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Casper’s secret in building distribution network:
    Give and share

    Lower profit than competitors


    share to partners (distributors and retailers)
    Digital Transformation to
    Distribution Network Management
    Track products, care of stock and sales volume
    of partners Many levels of distributors
    Easy to manage Distributor L1 (Sell-in),
    Distributor L2-3 (Sell-through), Retailers
    (Sell-out)

    Flexibility
    Easy to change if something wrong

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Casper’s secret in building distribution network:
    Give and share

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Real Marketing: Distribution Channel

    • In your group, choose 1 famous brand


    in Vietnam and prepare a small
    presentation about their distribution
    channel.

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Debate’s topic

    Does It Matter Where You Sell?

    • Some marketers feel that the image of the particular channel in which they sell their
    products does not matter—all that matters is the right place and the product is displayed
    in the right way.
    • Others maintain that channel images—such as a retail store—can be critical and must
    be consistent with the image of the product.
    • Take a position: Channel images do not really affect the brand images of the products
    they sell that much (Pro) versus channel images must be consistent with the brand
    image (Con)

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Group 2 will be

    11/24/2022 www.isb.edu.vn
    Preparation: 10 minutes

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Round 1a: Contestant 1 - Pro (2 minutes)

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Round 1a: Question to Pro (30s)

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Round 1a: Contestant 1 Pro – Answer question
    (2 minutes)

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Round 1b: Contestant 1 - Con (2 minutes)

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Round 1b: Question to Con (30s)

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Round 1b: Contestant 1 Con – Answer question
    (2 minutes)

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Round 2a: Contestant 2 - Pro (2 minutes)

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Round 2a: Question to Pro (30s)

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Round 2a: Contestant 2 Pro – Answer question
    (2 minutes)

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Round 2b: Contestant 2 - Con (2 minutes)

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Round 2b: Question to Con (30s)

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Round 2b: Contestant 2 Con – Answer question
    (2 minutes)

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Debate Voting: MS Team

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Real Marketing: Best transportation companies in
    Vietnam

    Major Logistics Functions

    Inventory
    Warehousing
    management

    Logistics
    Transportation information
    management

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Real Marketing: Best transportation companies in
    Vietnam

    • In your group, find out about one of best


    transportation companies in Vietnam.
    • Do the 5 minutes presentation about
    Introduction of this company. And which
    logistic functions that it performs. Who are
    its customers?

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Managing Physical Distribution

    www.isb.edu.vn
    Group Project A3: Marketing Mix Product

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn


    Home work: Marketing Mix Price work on A3

    11/24/2022 Dr. Khanh Ngo www.isb.edu.vn

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