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Submitted to:PROF. AMIT

Submitted by:KAPADIYA NIKIT C1M/23

Channel Management Case

Answer-1 (A) Target audience:Company can tie-up with various institutes/colleges/schools for providing bags to students. For Rs 750-1000 is Colleges like government colleges and private colleges. Schools like government and private schools which are not so expensive. Company can tie-up with small scale companies whose employees are doing daily up-down through trains & motorcycles for keeping their tiffin boxes & documents. Small shops which are not in metro city.

For Rs 1000-4000 is Premium colleges like Symbiosis, K.J Somaiya, IIM etc. & in schools like Cambridge, Delhi public schools etc. Middle scale companies that provides bags to their trainee. In airports by opening small outlets. Big malls like central malls, Emamora, Phoenix etc. By opening small outlets in metro cities.

For Rs 10,000 is Top companies that provides bags to their top management employees during travelling which should be compact & easy to handle. In airports.

(B)Channel for distribution:1> From a Producer side directly send to wholesaler and wholesaler distributors to various retailer shops.

2> Direct tie-up is another way of distribution. 3> Also Through online by tie-up with different sites.

For Rs 750-1000 is Retail shop Direct tie-up with colleges / institutes.

For Rs 1000-4000 is Direct tie-up with colleges / institutes. Big malls like central mall, phoenix etc.

For Rs 10,000 is Exclusive distribution channel.

Answer-2 Buying patterns:a) Regular patterns like used in retailor shop, exclusive shop, malls, online etc. b) Seasonal patterns like used in college at time of admission, corporate house at time of training to fresher employees.

Success Factors:They hold the business from last 20 years & they have good reputation in markets. So it is easy for them to come up with the new ideas because there is a high chances of acceptance of their new products in the market.

Answer-3 Channel management program is:Goals: - a) To distributes the product to right place at right time. b) To give a better customer satisfaction through service. Return: -a) Exchange or return of the product if manufacture defect within the 15 days after delivery. b) If customer demands for his money while comes for replacement company will pay back.

Repair: - Repair guarantees are available according to range of the bags but minimum repair guarantee should be 1 year. Payment: - colleges 60 % cash and 40 % edit on credit (20 days) Schools 80% cash and 20 % on credit (10 days) Small / medium scale companies 70% cash and 30% on credit (15 days) Big firms like TATA 50% cash and 50% on credit(1 -2 months) Sales:- To achieve the annual target of sales and increased the sales as compare to last year by increased sales territories, the retailor shop & more outlets in malls. Channel marketing program: - Channel Marketing is everything you do to help your channel partner create awareness and interest for your product or service. Your objective is to outline the most effective allocation of joint resources to achieve mutual revenue targets. Every channel marketing program should have a plan. Your plan focuses on your partner's customers and marketplace and includes items like:

Public Relations Collateral Materials Trade Shows Web Presence Joint Events Training Brand Imaging

In creating your plan, there are three steps that need to be completed. First, you need to research the customers you are trying to serve. Secondly, complete an analysis of the research. Finally, an implementation plan needs to be completed that addresses all the issues from the research and analysis. Research The first step in the process is to complete the customer research. The customers you want to focus on have two critical characteristics. They have a need for the solution you are delivering and, they have the means to purchase. Your research should identify the following key issues:

Number of Customers Type of Customers Customer Business Issues and Value Drivers How Customers Will Use Your Product Customer's Price Sensitivity and Buying Process Support and Service Requirements Political, Social, Technological and Economic Considerations Your Competition

Analysis With the research results in hand, perform a standard S.W.O.T. review of the strengths, weaknesses, opportunities and threats that are exposed. Here are the key things you should consider:

Select the key strengths that you can leverage and take advantage of them Identify the biggest weaknesses you have exposed and plan to reduce or eliminate their impact Address the top opportunities you have identified and compete for them Reduce external threats as much as you can

Implementation Plan Then use the resulting information from the analysis to put together the implementation plan. Your customer research tells you where you are now. The S.W.O.T. analysis tells you where you want to be. Your implementation plan documents step by step how you will achieve the results. The implementation plan should include at minimum the following:

One-to-one actions, one-to-few activities, and one-to-many initiatives The internal impact of your plan and what you need to do inside your own company with workflow and budget in order to succeed Agreement with your channel partner on their role and resource contribution Project plan, assigned ownership, metrics, timing, team members and ownership of each action item Identification of the person with overall responsibility A schedule and method for reviewing and updating the plan

In conclusion, a channel marketing plan is critical to the overall success of your program. Use the 3-step process outlined above to guide your actions and you are on your way.