Designing and

Managing Integrated
Marketing Channels
Dr Smitha Girija
A marketing channel system is the particular set of
interdependent organizations involved in the process of
making a product or service available for use or
consumption.
Channels and
Marketing Decisions
 A push strategy uses the
manufacturer’s sales force, trade
promotion money, and other
means to induce intermediaries
to carry, promote, and sell the
product to end users.
Push Strategy
 Colin recently launched a new product – the Fanner 3000. After spending
months in the hot weather of Hong Kong, Colin developed an innovative
fan product that emits no sound, is priced competitively, is energy efficient,
and is able to cool the room to the desired temperature.
 To market this product, Colin prepares to present and sell his product at an
upcoming trade show. Creating visibility is a top priority, so Colin aims to
persuade major retailers to display the Fanner 3000 near check-out
counters. In addition, he ensures that his product is stocked and abundant
as customer demand rolls in.
Channels and
Marketing Decisions
A pull strategy uses advertising,
promotion, and other forms of
communication to persuade
consumers to demand the product
from intermediaries.
Pull Strategy
 Colin recently launched a new product – the Fanner 3000. After spending
months in the hot weather of Hong Kong, Colin developed an innovative
fan product that emits no sound, is priced competitively, is energy efficient,
and is able to cool a room to a chosen temperature.
 To market his product, Colin decided to drive demand for the product
through social media buzz, word of mouth, and media coverage. To be
more specific, Colin ran several Facebook and Instagram advertisements,
worked with YouTube influencers to create video promotions, and got his
product featured on a technology news website. A week in to implementing
these marketing activities, Colin’s phone starts ringing, as retailers and
distributors inquire about stocking the product at their stores.
 Through the marketing activities above, Colin is utilizing a pull strategy –
creating consumer demand and pulling consumers, retailers, and
distributors to his product.
Chanel functions & Flows
Consumer Marketing Channels
Designing a
Marketing Channel System
Analyze customer needs

Establish channel objectives

Identify major channel alternatives

Evaluate major channel alternatives

Channel-Management Decisions

Selecting channel members

Training channel members

Motivating channel members

Evaluating channel members

Modifying channel members