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Marketing Management - Unit No3 Place The Channel of Distribution
Marketing Management - Unit No3 Place The Channel of Distribution
Place
Channel of Distribution
1
Introduction
“Marketing channels are sets of
interdependent organizations involved
in the process of making a product or
service available for use or
consumption”
Philip Kotler
2
Levels of Channel of Distribution
Manufacturers/products
Agents/brokers
Wholesalers/distributors
Retailers Retailers
3
4
Marketing- channels Function
Information
Promotion
Negotiation
Breaking Bulk
Contacts
Ordering
Risk Taking
Physical Possession
Payment
Financing
Selling
5
Typical Distribution of Drugs
Manufacturers
Marketing Agents
Retailers/Wholesalers/Distributors
Private Group
Procureme Retail
GPs/specialists
nt Office Pharmac
y
6
3.2 Channel design decision
• Direct or indirect channels
• Single or multiple channels
• Length of channel
• Types of intermediaries
• Number of intermediaries at each level
• Which intermediaries? Avoid intra channel
conflict
7
Selection of Channel - Steps
1. Determining the channel objectives
2. Identifying functions
3. Matching channel design to product attributes
4. Evaluating legal aspects and the
distribution environment
5. Assessing competitors’ channel design
6. Assessing company resources and matching channel
design to it
7. Final selection of the best design
8
Selection consideration
• Market segment - must know the specific
segment and target customer
• Changes during plc - different channels are
exploited at various stages of plc
• Producer-distributor fit - their policies, strategies
and image
• Qualification assessment - experience and track
record must be established
• Distributor training and support
9
Distribution-Scope Strategies
• Exclusive Distribution
– Limiting the distribution to only one
intermediary in the territory
• Intensive distribution
– Distribute from as many outlets as
possible to provide location convenience
• Selective distribution
– Appoint several but not all retailers
10
Exclusive Distribution:
Advantages
• Maximize control over service level/output
• Enhance product’s image & allow higher
markups
• Promotes dealers loyalty, better forecasting,
better inventory and merchandising control
• Restricts resellers from carrying competing
brands
11
Exclusive Distribution: Disadvantages
12
Example of Intensive Distribution
• Newspapers
• Most fast moving consumer goods you see
in the newsstand
• Photo processing shops
13
Intensive Distribution
• Advantages:
– Increased sales, wider customer recognition,
and impulse buying
• Disadvantages:
– Characteristically low price and low-margin
products that require a fast turnover
– Difficult to control large number of retailers
14
Selective Distribution
• Advantages:
– Better market coverage than exclusive distribution
– More control and less cost than intensive
distribution
– Concentrate effort on few productive
outlets
– Selected firms capable of carrying full product line
and provide the required service
15
Selective Distribution (cont’d)
• Disadvantages:
– May not cover the market adequately
– Difficult to select dealers (retailers) that can match
your requirement and goals
16
Multiple-Channel Strategy
19
Channel-Control Strategy (cont’d)
20
• 3.3 Channel Options :
• Introduction to Wholesaling,
• Retailing,
• Franchising,
• Direct marketing
• E-Commerce Marketing Practices
21
Wholesaling
• Wholesaling encompasses the buying and/or handling of
goods and services and their subsequent resale to
organizational users, retailers, and/or other wholesalers—
but not the sale of significant volume to final consumers.
• Manufacturers and service providers sometimes act as their
own wholesalers; other times, independent firms are
employed.
• Independents may or may not take title to or possession of
products, depending on the type of wholesaling.
• Industrial, commercial, and government institutions are
wholesalers’ leading customers, followed closely by
retailers. Sales from one wholesaler to another also
represent a significant proportion of wholesaling activity.
22
The Diversity of Wholesaling Transactions
Wholesaling includes:
• Sales of goods and services to manufacturers, service
providers, oil refiners, railroads, public utilities, and
government departments.
• Sales of office or laboratory equipment, supplies, and
services to professionals such as doctors, chiropractors,
and dentists.
• Sales of materials and services to builders of offices
and homes.
• Sales to grocery stores, restaurants, hotels, apparel
stores, stationery stores, and all other retailers.
• Manufacturer/service provider sales to
wholesalers, 24
The Functions of Wholesalers
Facilitate
Process
local Take
Provide a distribution responsibility
trained returns
for inventory
sales force
Wholesalers obsolescence
Provide provide some or all Handle
marketing & of these functions financial
research support records
Gather Provide
Purchase
assortments warehousing & Offer financing
large quantities
for customers delivery facilities
25
Selling To vs. Selling Through
the Wholesaler
Selling To the
Wholesaler
Manufacturer/
Service Provider Wholesaler Retailer
27
Merchant Wholesaling
31
Agents and Brokers
32
Franchising
33
Brief Outline
• What is franchising?
• Types of franchising
• Why franchise? Why is franchising important
to SMEs?
• Considerations for franchisor/franchisee
• Pitfalls/Be careful
• Singapore Experience
34
What is franchising?
35
What is franchising?
36
What is franchising?
37
TYPES OF FRANCHISE
38
PRODUCT DISTRIBUTION
FRANCHISES
39
PRODUCT DISTRIBUTION
FRANCHISES
40
PRODUCT DISTRIBUTION
FRANCHISES
Retail Stores
Vending Machine
Restaurants & F&B
Operators
Outlets
41
BUSINESS FORMAT
FRANCHISING
42
Famous Examples
43
BUSINESS FORMAT FRANCHISING -
outlet in outlet in
Sale, Australia Marseille, France
44
MANAGEMENT
FRANCHISE
45
Famous Examples
46
Why is franchising important to SMEs?
47
WHY FRANCHISE?
48
WHY FRANCHISE?
49
Common considerations of franchisors
50
Common considerations of franchisors
51
Common considerations of franchisees
• Demand
• Profitability of franchise, and length of time
required to recoup investment
• Track record of franchisor
• Support rendered to other franchisees
52
Common considerations of franchisees
54
BE CAREFUL
55
BE CAREFUL
56
Common Mistakes of
Prospective
Franchisees
58
Retailin
g Kotler “retailing includes all
⚫According to Philip
the activities involved in selling goods or
Services directly to final consumers for personal ,
Non business use”.
⚫“Every sale of Goods and Services final
to
consumer” – Food products, apparel, movie
tickets; services from hair cutting to e-ticketing.
59
⚫A retailer or retail store is any business
enterprise whose sale volume comes primarily
from
retailing”.
⚫A retailer may be defined, as a ‘ dealer or
trader who sells goods in small quantities’.
⚫Any Organization Selling to final consumer
is retailing , whether they are
⚫A Manufacturer
⚫A Wholesaler
⚫A Retailer
60
⚫It does not matter how they sell or serve ( By)
• Person
• Mail
• Telephone
• Vending Machine or
• Internet
Or
⚫Where these are sold
• A store
• A street
• Consumer’s House
61
• Retailing may be understood as the final
step in the distribution of merchandise, for
consumption by the end consumers.
• Retailers attempt to satisfy consumer needs by
having the right merchandise, at the right
price, at the right place, when the consumer
wants it.
• Retailers are the final business in a distribution
channel that links manufacturers to
consumers
• Indian retail industry is the second largest
employer in the country with almost 12million
retail stores in India.
62
Characteristics of retailing
• It offers direct interaction
• Sale volume is comparatively large in quantities
• Customer service
• Sales promotions are offered at this point only
• Different forms
• Location and layout are critical factors
• More employment opportunities
63
Retailers Types
• Department stores
• Specialty stores
• Convenience store
• Discount store
• Off-price retailer
• Super store
64
Functions of Retailing
• Sorting
• Breaking Bulk
• Holding stock
• Communications
• Assist small suppliers
• Customer service
65
INDIAN RETAIL-BRIEF OVERVIEW
⚫The Indian retail sector is highly fragmented with
more than 90 per cent of its business being
carried out by traditional family run small stores.
⚫This provides immense opportunity for large
scale retailers to set-up their operations – a slew
of organized retail formats like departmental
stores, hypermarkets, supermarkets and specialty
stores are swiftly replacing the traditional
formats dramatically altering the retailing
landscape in India.
66
• India is the third-most attractive retail market
for global retailers among the 30 largest
emerging markets, according to US consulting
group AT Kearney’s report published in June
2010
67
RETAIL-MARKET SIZE
• The total retail sales in India will grow from
US$ 395.96 billion in 2011 to US$ 785.12
billion by 2015
• Indian retail sector accounts for 22 per cent of
the country's gross domestic product (GDP)
and contributes to 8 per cent of the total
employment.
68
Evolution of Indian retail
Historic/Rural Traditional/Pervasive Government Modern Formats/
Reach Reach Supported International
P D S Outlets
Khadi Stores
Cooperatives
Convenience Stores
Mom and Pop/Kiranas
Weekly Markets
Village Fairs
Melas
69
REASONS FOR THE GROWTH
⚫Robust economic growth
⚫High disposable income with the end-consumer
⚫Rapid construction of organized retail infrastructure
are key factors behind the forecast growth.
⚫Expansion in middle and upper class consumer
base
⚫Growth potential in India’s tier-II and tier-III cities as
well.
⚫The greater availability of personal credit and a
growing vehicle population providing improved
mobility also contribute to a trend towards annual
retail sales growth of 12.2 per cent.
70
ORGANISED v/s UNORGANISED
⚫The Indian retail market, over the last decade,
has been increasingly leaning towards organized
retailing formats.
⚫The pattern in domestic retailing is altering in the
favor of organized modern retailing, a big change
from the traditional plethora of unorganized
family-owned businesses.
⚫Rapid urbanization, changes in shopping pattern,
demographic dividend and pro-active measures
by the Government are abetting the growth of
the retail sector in India.
71
⚫Organised retail in India is expected to increase from 5 per
cent of the total market in 2008 to 14 - 18 per cent of the
total retail market and reach US$ 450 billion by 2015
72
73
74
Modern Retail – Organized Channels
• The share of organized retail is less than 3% of
the total retail market
• The size of modern retail is about US$ 8
100%
Billion and has grown b 35% CAG R inl t fi e 30%
20% 20 3%
80%
years y
55%
40% as v %
36%
60% 85% 81%
40%
20%
0%
US Taiwan Malaysia Brazil Indonesia Poland India
Thailand China
Modern Channel
Traditional Channel
75
.. but Rapid Transformation is
Anticipated
Current Size & Future Projections for Indian Retail
Market
900 800
800
700
600 530
US$ Billion
486
500 445
373 408
400 342
300
200 200
100 87
26 39 59
0 12 18
2007 2008 2009 2010 2011 2012 2017
Bharti-Walmart (with $2.5 Food & grocery, electronics & appliances, clothing & Hypermarkets, Supermarkets and
Billion investment by footwear, furniture & furnishing, household articles. Convenience
Bharti)
Home Retail Group plc - Franchising the Argos concept under the terms of the Multi Channel propositions
Shopper's Stop Ltd and arrangement, Argos will be providing its brand, catalogue
Hypercity Retail India and multi-channel expertise and IT support
Private Ltd
Tata-Woolworths Sourcing agreement for Consumer durables and Multi brand retail chain
Foods under brand name CROMA
Staples Inc – Pantaloon Global Sourcing of Office equipments across various Cash and carry
Retail businesses
Reliance Food & grocery, electronics & appliances, clothing & Multi format and Multi Category
footwear, furniture & furnishing, household articles.
Birla Food & grocery, electronics & appliances, clothing & Convenience and Supermarket
footwear, furniture & furnishing, household articles.
Latest Information on Indian Retail
Scenario
• Singapore-based CapitaMalls Asia, which
develops, owns and manages malls across
Asia, has pledged US$ 400 million to its
growth in India up till 2014. Mr Kevin Chee,
CEO and Country Head of CapitaMalls Asia,
has said that apart from funding the two malls
that are operational now, this money would
be used to develop seven more malls in India.
78
⚫Ujala fabric whitener maker Jyothy
Laboratories has bought Henkel AG's 50. 97
per cent stake in its Indian subsidiary for US$
137.02 million, including debt and preference
shares, the two companies revealed. The deal
includes Henkel's entire portfolio that includes
Henko and Chek detergents, Pril dish cleaners
and Fa deodorant, and rights to the
multinational's future launches.
79
KEY CHALLENGES
80
THE KIRANA
⚫ CRM practice
⚫ Known about the customer’s families
⚫ Credit and home delivery
⚫ Consumer familiarity runs from generation
to generation
⚫ Open longer hours and stock most of the
goods
⚫ Consequently, a large number of customers
are not willing to pay a premium for the
shopping experience promised by large
format retailers.
81
HIGH COSTS FOR THE ORGANIZED
SECTOR
82
Organizing Retail in India-Challenges
• Heterogeneous market
– Product offerings in different stores across the country will be very
different
– No standard mode of operation across formats
– Market not mature (has to be validated)
• Infrastructure will bring about logistical challenges
– Though, improvements in road networks, power supply are
underway
Retail Challenges
• Trained employees with understanding of retail business are inadequate
compared to the needs of organized retail
• Barriers to Entry
– High taxes, bureaucratic clearance process and labour laws
• High cost of real estate
– though over 600 malls are to come up all over the country by the
next 4 years
• Indian retailers are deeply entrenched, are expanding and building
on logistics and technology initiatives
83
• Complex Processes - Multiple MRP, Deals & Promotions, Forecasting &
Replenishment, Lean supply chain – JIT inventory, flow through warehouse
Processes • Evolving processes in Supply chain & merchandising
• Global Best Practices not adopted
85
Multiple and complex taxation system
⚫ The sales tax rates very from state to state while organised
players have to face a multiple point control and tax system,there
is considerable expense to transfer good from one store to
another.
Foreign direct investment:-
⚫ The fact that foreign direct investment(FDI)is not permitted in
pure retailing is seen as one of the prime reasons for the slow
growth of
retail in India.
⚫ A global retailer can enter India only by way of a franchise with
an Indian partner or through technological alliances.
Purchasing power of money
⚫ As the Indian population mostly consist of middle class
families and
low wages worker they don't want to go in the super market or
retail market
86
The Way Ahead
87
Key Challenges
Key Challenges to
overcome
Internal External
• Attracting & retaining qualified manpower • High real estate cost
• Implementing SOP’s & best practices • Anarchic laws
• Focus on improving operational efficiency • Shortage of qualified manpower
• Cost control • Poor infrastructure
• CRM & Service levels • Unorganized & poor supply chain
88
Key Opportunities
Supply Chain Investments
• Import of know how and logistics techniques from developed retail countries
IT Infrastructure
Manpower
91
Direct Marketing Combines With . . .
Advertising
Public Relations
Personal Selling
Sales Promotion
Support Media
92
Direct Marketing Strategies
93
Types of Direct Mail
Catalogs Inclusions
Reprints
Flyers
Sales letters
Folders Self-mailers
Postcards
94
Direct Mail Advantages and Disadvantages
Advantages Disadvantages
95
Direct Response Advertising Types
“All forms of advertising designed to obtain
immediate, direct response by mail, telephone, the
Internet or personal visit from audience
members.”
Advantages Disadvantages
Provides buyers with wide selections
Product costs are usually very
Usually welcomed by shoppers high
Design offers high impact potential Cost per contact is relatively
Merchandise is centrally inventoried high
Fulfillment facilities closely controlled Saturation for some markets is
Timing can be geared to seasonal likely
needs Delivery or fulfillment may be
Split-run testing can insure delayed
effectiveness Customer can’t inspect or
handle goods
Returns may sometimes be
excessive
98
Outbound and Inbound Telemarketing
Outbound
Inbound
99
Outbound
AdvanTteagleesmarketinDgisadvant
ages
Interactive contact Intrusive nature
Extensive reach Poor image of method
Caller-controlled timing High cost of contact
High impact Low conversion rate
Extensive caller training
Namelist inadequacies
High termination rates
High reneges, returns
100
Inbound Telemarketing Pros & Cons
Advantages Disadvantages
101
Overall Direct Marketing Pros & Cons
Advantages Disadvantages
102
E-Commerce: Online Distribution
The success depends on the characteristics of the
consumers in the market in terms of their disposition
to e-commerce and surfing habits e.g.
• South Korea has the most dynamic Internet surfers in
Asia. They spend the least time—28 seconds—on a
web page before moving on
• Australian surfers were the “stickiest”, clocking one
minute per page
(Source: March 2001 figures from Nielsen/NetRatings Globel
Index)
103
The Future: M-Commerce
• Mobile commerce is going to be the next revenue
stream once the killer mobile-application is rolled out
• The penetration of mobile data services is low in ASPAC
(1%) compared to the Western Europe (23%), Japan
(21%) and the US (7%)
(Source: ARC Group,
2000)
• Japan’s NTT DoCoMo's recently launched i-Mode, a data
communications service rather like Wap, and signed up
several million customers
(Source: Intelligent Enterprise Asia, July 2001)
104
Marketing Logistics and
Supply Chain Management
Nature and Importance of Marketing Logistics
Inventory
Warehousing
management
Logistics
Transportation information
management
108
Marketing Logistics and
Supply Chain Management
Warehousing Decisions
• How many
• What types
• Location
• Distribution centers
Marketing Logistics and Supply Chain
Management
Inventory Management
• Just-in-time systems
• RFID
– Knowing exact product location
• Smart shelves
– Placing orders automatically
Marketing Logistics and
Supply Chain Management
Major Logistics Functions
Transportation affects the pricing of products, delivery
performance, and condition of the goods when
they arrive
DISTRIBUTION MANAGEMENT OF
HUL
114
115
DISTRIBUTION MANAGEMENT OF
HUL
HUL's products, are distributed through a
network of about 7,000 redistribution stockists
covering about one million retail outlets.
118
DISTRIBUTION AT THE
VILLAGES
The company has brought all markets with populations of
below 50,000 under one rural sales organisation.
119
120
RURAL DISTRIBUTION MODEL
E- SHAKTI
(HUL)
Enhancing livelihoods.
122
HARNESSING INFORMATION
TECHNOLOGY
An IT-poweredsystem has been
implemented to supply stocks to redistribution
stockists.
The objective is to make the product available
at
the right place and right time in the most
cost effective manner.
For this, stockists have been connected through
an
Internet-based
RS Net is part network,
of Projectcalled
Leap,RS Net,end-to-end
HUL's for
online interaction.
supply chain. 124
PIONEERING NEW
CHANNELS
Hindustan Unilever is simultaneously creating new channels,
designed on the same principle of holistic contact with
consumers.
• How?
– RDs will start from base town.
– Appoint wholeseller
– Star seller for long distance
126
CONCLUSIO
N
Hindustan Unilever, which pioneered
distribution once
in India, is todayreinventing
- creating new channels, and
distribution the way current channels are
serviced.
redefiningIn the process it is converging product
availability, with brand communication
brand experience. and
127
CHANNELS OF DISTRIBUTION
DETTOL ANTISEPTIC
128
RECKITT BENCKISER
• Reckitt benckiser india ltd (RBIL) is a fully owned
subsidiary of reckitt benckiser plc., World’s no.1
company in household cleaning.
• Reckitt benckiser india ltd (RBIL) manufactures and
markets a wide range of products in personal care, pest
control, shoe care, antiseptics, surface care, fabric care
and other categories.
• Amongst its many well‐known brands are dettol,
mortein, harpic, cherry blossom, lizol, disprin, robin
powder, colin, etc.
• Most of these brands are either number 1 or number 2
in their respective categories in india.
129
PRODUCT
• Dettol antiseptic liquid is a product, which has
many uses for protecting against germs. Used
with mopping water to disinfect floors
completely . Used in washing laundry to
disinfect clothes. For first aid and personal
care uses. Available in a wide range of sizes
from 50ml to 5 litre.
130
DISTRIBUTION PROCESS
131
DISTRIBUTION PROCESS
1. MANUFACTURER :
MANUFACTURER Manufacturing plant is located at Mumbai
in Marwa road. Manufacturer produces on a average 6000 –
8000 kilolitres annually for sales. After manufacturing
company sends its products to S.K.U and C&F agents all over
India to distribute it to the distributor.
4. RETAILER :
RETAILER It is an important link as its effectiveness will only benefit the other
links above it to survive in the competitive market. It is the final link where
companies effective marketing strategy will decide the demand and will make
the public aware of its existing product as retailers are medium for product
display. They have a profit margin of 7-8% over dettol.
5. CUSTOMERS:
Finally customers can buy dettol products from these retail shops or from
local grocery and medical stores.
133
SUGGESTIONS
2. Do you think that Organised retailing in India will gradually eliminate locality
retail and Kirana shops in India? Give your reasons.