PLACEMENT - PowerPoint PPT Presentation

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PLACEMENT

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  1. PLACEMENT Getting the right product to the right customer at the right time, at the right place, in the right quantity. • The basic objective of all placement decisions or strategies is to make the product accessible for the consumer. IMPLEMENTING AUTOMATED RETAIL: PLACE

  2. CHANNEL MANAGEMENT • Placement activities evolve around decisions or strategies involved in the distribution channels. This is called channel management. • Channel management: managing and directing all of the activities involved in getting a product from the manufacturer to the customer. IMPLEMENTING AUTOMATED RETAIL: PLACE

  3. DISTRIBUTION CHANNELS • Direct channels: involve a single transaction from a vendor to offer a product for sale to the consumer. • Indirect channels: involve multiple, interconnected channel members such as: wholesalers, agents, and distributors. IMPLEMENTING AUTOMATED RETAIL: PLACE

  4. CHANNEL MEMBERS Wholesalers: people or companies that buy large quantities of products from vendors or manufacturers and warehouse them to resell in smaller quantities to retailers. • Example: Vistar Corporation IMPLEMENTING AUTOMATED RETAIL: PLACE

  5. CHANNEL MEMBERS Agents: are representatives (individuals or firms) that have authority to act on behalf of another company or individual to execute the sale of products but are not employees of that company. • Example: Total Sportswear Solutions IMPLEMENTING AUTOMATED RETAIL: PLACE

  6. CHANNEL MEMBERS Distributors: entities that purchase non-competing products, warehouse them, and sell them to retailers or direct to consumers. • Example: Commonwealth Digital Office Solutions IMPLEMENTING AUTOMATED RETAIL: PLACE

  7. CHANNEL MEMBERS • Add value to the products that retailers sell. • The retailer is the customer of the channel member, they can receive special services from the channel member (faster delivery, ease in placing orders, special packaging, etc.). • Need to work cooperatively with the retailer to help meet the needs of the final consumer. IMPLEMENTING AUTOMATED RETAIL: PLACE

  8. ACTIVITY Understanding Channel Member Relationships IMPLEMENTING AUTOMATED RETAIL: PLACE

  9. PLACEMENT DECISIONS • Placement of product • Distribution channels • Logistics • Inventory • Selection of channel members • Order processing • Market coverage IMPLEMENTING AUTOMATED RETAIL: PLACE

  10. PLACEMENT DECISIONS Placement of Product: involves where the customer can purchase the product such as a store, roadside stand, or automated retailing kiosk. Distribution Channel: involves how the product makes its path to the place where consumers purchase the product. IMPLEMENTING AUTOMATED RETAIL: PLACE

  11. PLACEMENT CONSIDERATION How are placement decisions for automated retail different from a traditional brick and mortar retail space? IMPLEMENTING AUTOMATED RETAIL: PLACE

  12. CHANNEL MANAGEMENT & MARKETING ACTIVITIES Certain aspects of the distribution channel need to be coordinated with other marketing activities. • Marketing Information, Promotion, Pricing, Selling, Finance IMPLEMENTING AUTOMATED RETAIL: PLACE

  13. COORDINATING MARKETING INFORMATION • Understand your target market • Research the wants and needs of your customers • Promotion and advertising in advance • Pricing strategies • Sales staff training • Finance offerings need to be available IMPLEMENTING AUTOMATED RETAIL: PLACE

  14. ACTIVITY What Marketing Activities Need to be Coordinated? IMPLEMENTING AUTOMATED RETAIL: PLACE

  15. QUIZ Placement Strategy and Channel Management Terms IMPLEMENTING AUTOMATED RETAIL: PLACE