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Channel differentiation &Image differentation
Presented by Syed Kashif Shah Group Members Naved Iqbal,Kashif Ali,
Fakhar Zaman
BBA(5Th) I-D=4687
What is channel(Marketing) A marketing channel is a set of
practices or activities necessary to transfer the ownership of goods and Services to move goods, from the point of Production to the point of consumption.
Channel Differentation
One of the ways a companies can differentiate their offerings in the minds of the consumers. They can differentiate their offerings through their channel’s coverage, expertise, and performance and thus may achieve competitive advantage.
Channel Differentiation Direct Marketing
Indirect Marketing
Direct Marketing The business of selling products or
services directly to the public, e.g., by mail order or telephone selling, rather than through retailers.
Indirect Marketing The Selling of Products Through a
Distribution Channel That Includes Wholesaler & Retailers.
Indirect Marketing is the distribution of a particular product through a channel that includes one or more resellers.
Channel Differentiation
Coverage
Expertise (Channel Members)
Performance
Internet
Coverage The number of active retail and/ or
wholesale outlets that sell a specific firm’s brands in a given market.
Market Places Area Availability of Product Better Communication On Time Delivery
Coverage AMUL (Anand Milk Union Limited) Product avaliable More than 10000 Villages
Channel Members Expertise Training Channel Members to performMore reliably.Proper Training
Channel Members Expertise TO create 1400 Parlours in 2012 Revenue Above from 200 crore in last
12 Months.
Performance The act of performing or the state of
being performed. The work done in a good way or bad
way. Good way High Performance Bad way low Performance
Performance AMUL can received Award from Govt.
of India for Excellence in Diary Products Exports for the last 11 years
Many Products are now Available in USA Gulf Countries Singapore
Performance India largest exporter of Dairy
Products. Amul Pure Ghee Amul Butter Cheese Amul Malai Paneer Amul Brown Beverage Amul Golden Milk Amul Fresh Cream etc….
Internet Through which we can communicate
customer and customer can place order easily.
Those marketing which are done through Internet are called Internet Marketing.
Internet AMUL
Image Differentiation company may differentiate itself from
its competitors by image, the particular image or its logo and symbols, its advertising, its events other sources of differentiation.
Image Differentiation A person responds differently to
company and brand images. Symbols & Logos Media Advertising Events
Symbols & Logos Symbols convey notions, concepts,
and ideas through forms, colors, words,and objects.
Symbols & Logos
Media The way in which we communicate
with our target group.
Print Media
Electronic Media
Social Media
Print Media The industry associated with the
Printing and distribution of magazines and newspapers.
Electronic Media Electronic Media is information or
data that is created, distributed and accessed using a form of electronics, electromechanical energy or any equipment used in electronic communications.
Electronic Media T.V Radio Computer Cell Phones
Social Media
Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks.
websites and applications that enable
users to create and share content or to participate in social networking.
Social Media
Social Media
Social Media Marketing
“Social Media Marketing” SMM refers to marketing done through social media or Social Networking wbsites.
Advertising The activity or profession of
producing advertisements for commercial products or services.
Advertising
Events The Activity or Developed a themed
Activity,musical’Festival,Sporting,Cult-ural etc to Promote a Product.
Events Pepsi
Events Coca Cola
EventsSunsilk