Product Issues in Channel

Management
Session-7

16/11/2011
 Session-7.
• Recap of Session 6: The various design and
impact of Channels in deciding the length and
parameters of control.
• Red /Orange/Yellow.
• Faculty Intervention : 20 minutes.
• Aspinwall Presentation: 30 minutes.
• Nature View ‘Case Discussion’: 60 minutes.
Sales
(`)

Maturity

Growth Decline

Introduction

1. Assure sufficient 1. Same as # 1 in 1. Extra emphasis 1. Phase out

number of introductory on motivating marginal channel
channel stage but channel members
members for emphasis on members to
adequate market adequacy of mitigate 2. Investigate
coverage. channel member competitive impact of
inventories. impact. product deletion
2. Assure adequate on channel
supply on 2. Monitor the 2. Investigate members.
channel effects of possibility for
members’ competitive changes in
shelves. products on channel structure
channel member to extend
support. maturity stage
and possibly
foster new
growth stage.
 Product Issues
Product Brand Strategy& CM
: Under one national brand.
: Under ‘’Family of National Brands.”
:Under private brands
:Under both national and private brands.
 Product Brand Strategy&CM
• Whirlpool sells through its Whirlpool national
brand .But is also a supplier to Sears Private
Brand.
• India: Swift engines were supplied by Fiat till
recently. At the channel interface there was
Competition at the retail level.
• Tata Gardens offer tea at auctions to HUL. At
the Channel Level they are fierce Competitors.
 Product Service Strategy &CM
• Many products in both the consumer and industrial spheres require service after
sales.
• Manufacturers must offer after sales service ie from their factory or through
service centers.
• In the Consumer Goods sphere service importance has not been given adequate
importance from the Company’s strategic point. Eg. IFB- An Ac, Toaster needs
service.The standard call center answer and response is left solely at the Call
Center’s mercy .The strategic impact is missing. Talaulikar leading Consumer
Electronic Chain sells multi brands and has its own service parameters. The
strategic role of the manufacturer is missing at times.
• Q: What are the product service strategy of a great company ? Give examples.

Debate: In a busy Metro like Delhi or Mumbai : A significant difference in after sales service between Brands WILL it
affect the Brand pull. And if so can a comprehensive Product Service Strategy be in place. What are the solutions that
Companies are seeking to resolve this issue ? Time : 10 minutes. Why are Samsung, LG gaining in this aspect?
 Session-7.
• Class Discussion: SunGlasses &Tommy Hilfiger
Corp:40 mins./ or
• 3 more Groups : Aspinwall’s Colour
Classification.(45mins)
• Case Discussion : Nature View Farm.45-60
mins.
 Product Issues-Case Discussion/QUIZ

• This Case raises certain issues regarding the

‘Product Portfolio’ of Nature View.
• Why has the issue cropped up – ( ).
• What are the main constraints –( , ).
• Has Nature View followed the right strategy so
far ( , )
• Comment on the Super Market Channel vs
Natural Food Stores ( , )
 Product Issues
What is the Environment ‘Nature View’ is
facing: Threats.( 4)
Bonus : Give examples from real life where this
environment and issues corroborate :
-
-Time : 15-20 minutes
 Nature View
• THE SOLUTION:
• Group ( ) ( ) Time: 5 minutes each.
• Faculty Intervention : 5 minutes
• Group ( ) ( ) Time : 5 minutes each.
• Faculty Intervention : 5 minutes.
• Group ( ) ( ) Time : 5 minutes each
• Faculty Intervention : 5 minutes.
 Product Issues
• Summing Up with examples
• ( ) ( ) : 10 MINUTES
• Conclusion: