Channel Strategy and Positioning
Channel Strategy and Positioning
Channel Strategy and Positioning
• “The broad principles by which the firm expects to achieve its distribution
objectives for its target market(s)”
• Except for ‘Place(Distribution)’ , rest 3P’s of marketing mix are easily
imitable these days
• Therefore , marketing managers are focusing to build their sustainable
competitive advantage through Distribution
• Objectives of channel partners in distribution network should be aligned
with company’s marketing strategy and also with each other
EMPHASIS
ra ga ti MotoON
rs CHANNEL STRATEGY IN DEVELOPING
P
MARKETING MIX
• Marketing mix should meet the firm’s objective and give it a competitive
edge
• Three P’s of marketing mix – Product, Price & Promotions are easily
imitable these days
2. The point of sales the company wishes to reach given its brand
positioning/image
Selecting a point of sale which is not in coherence with the product and
target group could contribute negatively to the brand positioning.
3. The role the channel has to play to contribute to the company norms
There are certain core values that the company consistently offers to the
consumers. These norms of services and standards must also be taken into
consideration while determining the distribution objectives
6.Channel Conflicts
• Degree of Control
• Importance of channel members
• Nature of products
• Number of channel members
FRAMEWORK
ra ga ti Motors FOR PERFORMANCE EVALUATION OF
P
CHANNEL PARTNERS
As per the journal “A framework for performance evaluation of channel
partners in distribution relationships” , there are three key dimensions of
channel partner’s performance:
Performance Measures
THANK YOU