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Matakuliah : J0114/Manajemen Pemasaran
Tahun
: 2008
Managing Distribution
Pertemuan 20
Learning Outcome
•Students can design a proper distribution
strategy
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Material Outline:
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Marketing channel strategy and the role of distribution
Designing the marketing channel
Selecting channel members
Target markets and channel design strategy
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Marketing Channel and The Role of
Distribution
• Marketing channel strategy as one of the major
strategic areas of marketing management, fits
under the distribution variable in the marketing
mix.
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Designing The Marketing Channel
• Identify need for channel design decision:
– Situations require channel design:
• Developing a new product or product line
• Aiming an existing product at a new target market. Study of new
target market behaviour is necessary.
• Developing some changes in some other component of the
marketing mix. A new product positioning requires a new design of
channel member.
• Entering into a newly geographic market
• Dealing with major environmental changes. These changes may
relate to technological, competitive changes.
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Designing The Marketing Channel
• Setting and Coordinating Distribution Objectives:
– In order to develop channel structure, manager should decide
some goals trying to be achieved.
– These goals must be in line with some other component of
marketing mix, to anticipate collision among them.
– These goals must be congruent with marketing and other
general objectives and strategies of the firm
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Designing The Marketing Channel
• Specifying the channel tasks:
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Gathering information on target market shopping patterns
Promoting product availability in the target market
Maintaining inventory storage
Compiling information about product features
• Developing possible channel structures:
– Number of levels in the channel
– Intensity at the various levels
– Types of intermediaries at each level
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Selecting Channel Members
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Finding prospective channel members:
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Customers
Advertising
Trade shows
Field sales organization
Applying selection criteria:
– Financial performance: What is his financial performance? Has he the ability to
discount his bills?
– Sales performance: Is he aggressive? How many field men has he?
– Inventory performance: Which ones doesn’t he sell?
– Market coverage: How far does he cover his territory with his field men?
– Business management: How many inside employees has he? Does he believe in
active cooperation, sales training and sales promotion?
– Warehousing facilities: What is the size of his plant?
– Ownership: how well established is he?
– A history of stability: What is his reputation among his customers? Does he
maintain stable prices?
– Recommendation: Who has known him well?
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Selecting Channel Members
• Securing the prospective channel members as actual
channel members:
– Prospective channel members want to know at the outset
precisely “what is in it for them” if they join the manufacturer’s
marketing channel.
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Good, profitable product line
Advertising and promotional support
Management assistance
Fair dealing policies and good relationship
Target Markets and Channel Design
Strategy
• Market behavior and channel design strategy:
– When the market buys: weekly and daily variations in buyer
behavior are common at the retail level and vary across different
trade areas throughout the country and cities
– Where the market buys: the types of outlets from which final
buyers choose to make their purchases and the location of those
outlets determine where the market buys. A great deal survey
has shown that consumer is seen as engaged in a balancing
desirability of near and distant retailers against the cost, time
and energy that must be spent in overcoming distance
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Target Markets and Channel Design
Strategy
• How the market buys:
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Large quantities versus small quantities
Self-service versus assistance by salespeople
One-stop shopping versus buying from several stores
Impulse buying versus extensive decision making prior to
purchase
Using cash versus credit
Shopping at home versus shopping at stores
Expending substantial effort through comparison shopping
versus little effort
Demanding extensive service versus little service
Target Markets and Channel Design
Strategy
• Who buys:
– Who makes the physical purchase: from a channel design
standpoint, who actually buys the product can affect the type of
retailers chosen in the consumer market and may also influence
the kinds of channel members used to serve industrial market
– Who takes part in the buying decisions: It is to determine
whether the planned or existing channel structure will inhibit or
facilitate the firm’s attempt to reach the more influential parties to
buying decisions.
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Pusat Layanan Informasi AIDS
• Peranan Komisi Penanggulangan AIDS(KPA) amat dibutuhkan
dalam memberikan informasi mengenai HIV AIDS.
• Dalam hal ini KPA menggunakan Call Center KPA Nasional yang
bisa dihubungi (021) 3901758. Selain itu, nomor tersebut dapat
diakses melalui www.aidsindonesia.or.id. Karena KPA merupakan
lembaga negara, pengoperasian call centernya bekerja sama
dengan LSM, KPA provinsi, serta KPA kabupaten/kota.
• Di call center KPA nasional ini ada dua orang yang bertugas. Setiap
petugas diwajibkan memahami secara detil perihal HIV AIDS.
• Tidak hanya untuk kepentingan bisnis, call center pun bisa
dimanfaatkan untuk misi sosial. Tren call center nantinya akan
berfungsi sebagai knowledge centre seperti di Amerika Serikat.
• Selain call center, adapula Hotline AIDS di bawah pengelolaan
Pokdisus. Hotline ini buka setiap hari yang dilayani dengan 7 line
sehingga bisa menerima 7 penelepon sekaligus.
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Garda Oto: Memahami Kebutuhan Pelanggan
dengan Memberikan Kenyamanan
• Asuransi Astra, dengan Garda Oto sebagai asuransi kendaraan
bermotor pilihan konsumen, sangat memahami kebutuhan akan
perasaan aman dan nyaman tersebut. Mengacu pada visi
perusahaan, yaitu “ We Bring Peace of Mind to Millions”, Garda Oto
membuktikan komitmennya dalam melayani pelanggan, mulai dari
layanan call center (Garda Akses 24 jam), layanan bantuan darurat
(Garda Siaga 24 jam), layanan perbaikan cepta (Garda Q Repair
dan Mobile Q’Repair). Garda Oto tidak pernah berhenti
mengembangkan layanan tersebut, baik dalam hal kemudahan
menghubungi call center, lead time layanan bantuan darurat
maupun kualitas perbaikan. Untuk kenyamanan lebih lanjut, Garda
Oto mengenalkan Garda Oto Experience Card. Kartu ini merupakan
souvenir yang bisa dimiliki oleh siapapun juga yang belum menjadi
pelanggan Garda Oto. Pemegang kartu ini berkesempatan
merasakan kenyamanan layanan Garda Siaga 24 jam ketika
menghadapi kesulitas atas kendarannya di jalan raya.
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Conclusions:
• Channel selection is a part of major effort made to maximize the role
of distribution in marketing management
• Choosing channel structure and member must be adapted to the
goals, not in a distribution term only but also in corporate term as a
whole
• Selection criteria must be developed prior to recruiting some
prospective channel members
• In adjusting target market with channel design, some major aspects
such as market geography, market size, market density and market
behavior must be taken into account.
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