Six concepts about kotler’s chapter 15
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Six concepts about kotler’s chapter 15
- 1. By Wan Zhi (Wan) Ateneo Graduate School of Business May 10, 2013
- 2. Concept 1:Channel-Design Decisions Concept 2:Channel-Management Decisions Concept 3:Channel Integration and System Concept 4: Conflict, Cooperation, and Competition Concept 5:E-Commerce Marketing Practices Concept 6:M-Commerce Marketing Practices
- 3. Evaluating major channel alternatives Identifying major channel alternatives Establishing objectives and constraints Analyzing customer needs and wants
- 4. Example: How does Chinese brand Skyworth design their channels when enter the Philippines market? Channel Design Decision Major Channel Alternatives: SM, Abenson, Anson’s, Imperials… Needs and Wants: those practical and not concern with brand Objectives and Constraints: fast growth and control financial loss Evaluate Major Channel Alternatives: SM, ESLA, Royal Star are good alternatives
- 5. Selecting channel members Training and motivate channel members Evaluating channel members Modifying channel design and arrangements Channel modification decisions Global channel considerations Motivating and Balancing are the most important!
- 6. Cash transaction dealer: highlight cash price to attractive customer Self-financing transaction dealer: highlight the down payment or monthly installment payment Product line Product line
- 7. Vertical marketing systems Horizontal marketing systems Integrating multichannel marketing systems
- 8. Skyworth Retailers Customers Skyworth Wholesalers Retailers Customers City and Town as Metro Manila Faraway Countryside as Visayas and Mindanao Area Wholesalers :capital platform and logistics platform for faraway countryside.
- 10. SM: biggest dealer, offer exclusive models with volume requirement; Other dealer: offer common models but control the suggested retail price; Online sales: introduce another sister brand COOCAA.
- 11. USA: 2012 US US eCommerce and Online Retail sales projected to reach $226 billion China: 2012 China eCommerce and Online Retail sales projected to reach $100 billion • those that have launched a website without any previous existence as a firm. Pure-Click companies • those existing companies that have added an online site for e- commerce. Bricks-and-Clicks companies
- 12. Skyworth e-commerce: Skyworth e- commerce Special online store in B2B website Corporate online website :www.coocaa.com Sale to online B2C retailers
- 14. Strategic dealers National chain stores SM Appliance Abenson Imperial Contribute 70% sales revenue Profit base contributor Self-financing dealers ESLA Willy&Sons Royal Star Contribute 80% profit Other traditonal dealers Binonde dealers, Visayas and Mindanao dealers Both play limited role in revenue and profit
- 15. Price management: adopt the same SRP nationwide Product management: offer exclusive models to strategic dealer while also protect those profit contributors Account receivable management: use PPT to motivate early payment. For e-commerce use another sister brand to differenciate from other dealers.
- 16. Skyworth cooperate with Cash cash pinoy and Lazada to implement online sales. Skyworth take another sister brand COOCAA to specialize online sales.
- 17. Concept 1:Channel-Design Decisions Concept 2:Channel-Management Decisions Concept 3:Channel Integration and System Concept 4: Conflict, Cooperation, and Competition Concept 5:E-Commerce Marketing Practices Concept 6:M-Commerce Marketing Practices
- 18. If every channel push you, you will definitely win. To stand higher, standing on the shoulders of giants’