Problem: 1

Channels design needs to address four things: demand generation, demand

fulfillment, after sales service and market feedback. Based on the case,
analyze how effectively these functions are performed by the company and
by its retailers?
 
 Demand Generation: Rideau Artisanal Chandlery can generate demand
through informing customers about its point-of-purchase displays, personal
selling, and online advertising.

Demand fulfillment: This candle company creates candles with a wide range of
scents. Customers can visit their stores to select their favorite candle scents,
and they introduced an online selling point in 2016 to make it easier to sell.

 After sales-service: Generally candles don’t need after sales service. Although
RAC collects feedback from the customer through the website and solve any
problems related to the product. If any issue takes place while buying from the
store, the retailer replaces the product if needed. This is solely done for the
satisfaction of customers.

 Market feedback: In order to be effective in the long run RAC collects

information on customer reaction through online selling, personal selling when
their previous customers want to repeat purchase.