The Companys Distribution Channel Strategy Marketing Essay

Published Date: 23 Mar 2015

Price strategy: Company's pricing strategy for the focused image (Image sensitive market) because Thai silk product of the company a quality product for made from natural patterns that are unique, make that to hand make and modern design by the company this failure is pricing.

The price of the product in the same level as the leadership.

Strategy of promoting free market such as key chain of silk pillows for the company will competitive and expand market faster.

The company will set the price of its products depend on the design features and implementation is critical.

Place strategy: Company chooses the distribution strategy way are:

To cooperate with the Association of Thai silk. With members of 300 cases (The Thai Silk Association) in the distribution channel of silk products, the company that distributed nationwide.

Cooperation with major merchants as different regions around the country to organize the center of the silk products of the region.

Overall, the policy of the Company's distribution channel strategy to push - pull (Push - Pull strategy) by the issue of the transmission line and Rick Mark sale. The use of middlemen in distribution to the consumer audience.

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Product strategy: Since Thai silk products of the company. A product of good quality. Made from natural. A pattern that is unique and modern design available for every occasion. And a reasonable price. Perfect for people who love working as a Thai and of one's own by the company. Following the product strategy:

Development of Thai patterns. There are unique to the production of other products such as bags handkerchief scarf and other.

Chintz new development to increase (Product development).

The development of new products that are different (Product Differentiate) in order to expand markets and find new channels. In product sales.     

Market penetration of direct

Selection of channel marketing, direct drilling, and the company chose to use the sale of a single layer by training the sales of the company have to the skills and to sell directly to target for customer use of direct advertising of TAT, such as books and brochures posters and catalogs to encourage customers.

The purchase of the company is also using e-marketing tools. This provides information to silk products of the company and to develop and commercialize through electronic channels.

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พจนานุกรม - ดูพจนานุกรมโดยละเอียด

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อ่านออกเสียง

 

พจนานุกรม - ดูพจนานุกรมโดยละเอียด

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พจนานุกรม - ดูพจนานุกรมโดยละเอียด

1. Advertising

Objectives: Advertising has evolved to become one of the most important are silk industries. The basic objectives of advertising are to secure, develop and create advertisements to sell a product. All advertising techniques and strategies that are required for making a product successful stem from basic objectives of advertising. So in essence, objectives of advertising are in line with objectives of firm's plans and marketing campaigns to generate maximum profits and provide quality service to its customers.

Media mix: Media Mix Advertising is an advertising and marketing agency with a primary goal to create efficient, cost-effective and affordable marketing for company such as print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails.

Example

Public Relations (PR. & P: Public Relations & Publicity).

The press and public relations (PublicityandPublicRelations: PR) is an offering of ideas goods and services and not a person has, it must provide information through the media by the corporate owned news that benefit no expense to. Information that is trying to communicate to encourage positive attitudes toward the organization. Products and policies of the organization or to purchase behavior.

Advertising (AD.: Advertising).

Advertising (Advertising) is to offer goods, services or ideas by using the media to reach large numbers of customers in a very short time the major media include television Radio, newspapers, magazines, advertising, etc..

Promotion (SP: Sale Promotion).

Promotion (Sales Promotion) refers to activities or products are used as an incentive. Or encourage more trading in the period limited by the generally requires. Mix promotional (Promotion Mix) Other features include media advertising, public relations or sales staff to be fully effective. Targeting the promotion of potential customers who use products such as shop or dealers mall.

Sales through sales (PS.: Personal Selling).

Technical Sales by salesperson (Personal Selling) is to face communication between suppliers and customers expect. Sales by Salesperson this is a 2-way communications with an emphasis on the unique abilities of the sales made to customers making a purchase. Product or service business.

Direct Sales (DM: Direct Marketing).

Direct Marketing (Direct Marketing) is a private communications among marketers. and prospects. Using direct mail or phone other methods. Through one of the tools for. The many common By marketers to gauge the response from consumers.

The sale by saying the word (Word of Mouth).

Word of mouth or buzz marketing. The terms of a marketing strategy, marketers are often used when required. Create product flow to your product or service it. Due to the widespread and low cost will notice that the books How-to create 'Buzz' sold overwhelmed. Some would say that I like viral marketing but will refer to each other. ฟัง

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พจนานุกรม - ดูพจนานุกรมโดยละเอียด

Message:

Communication Tool

Sender

Message

Channel

Receiver

Feedback

Public

Organization, Agency, Person

Promotion Information

Media

Labour-Aglicultur

Knowledge

Relations:

Public Relation for Advertising.

Person

Employee-Middle

Attitude

Public Relation.

Event

Political Person

Practice

Mass Media Communication

Advertising:

Organization, Agency, Person

Selling Message

Media

Initiator

Awareness

Advertising.

Public Relation for Advertising.

Influence

Acceptance

Decision Maker

Trial

Buyer

Brand Users

User

Sales

Organization, Agency, Person

Promotion Message

Media

Initiator

Awareness

Promotion:

Sampling Product

Person

Influence

Acceptance

Supply

Decision Maker

Trial

Buyer

Brand Users

User

Direct Marketing:

Agency, Person

Product Information

Media

Initiator

Awareness

Direct Marketing

Promotion Message

(Direct Media)

Influence

Acceptance

(+ detail)

Decision Maker

Trial

Buyer

Brand Users

User

Costs: Advertisements made in promotions for magazines or journals. May be bundled with advertising over and over with. Therefore, the standard is not very high. And often a simple design. Nothing complicated. Media frankly the sale called Low Cost Advertising.

4. Other promotional method

Sales promotion refers to those marketing activities other than personal selling, advertisement and publicity, which stimulate consumer purchasing and dealer effectiveness, such as displays, shows and expositions, demonstrations and various non-recurrent selling efforts not in the ordinary routine. Its purpose is to increase the desire of salesman, distributors and dealers to sell a certain brand and to make consumers more eager to buy that brand. This includes sales activities which supplement both personal selling and advertising.

Sales promotion is only a part of promotion. Promotion includes sales promotion, advertising, and personal selling and other. Promotion helps to make all other marketing activities more effective and efficient, but sales promotion helps only to sales activity. Sales promotion may be done with the help of tools like displays, exhibitions, free sample coupons, premium etc. Sales promotion acts as a link between advertisement and personal selling.

To sum up, promotion is to make the demand inelastic, while there is change in the price. So promotion must stimulate the consumers to buy more.

Communication and promotion

Marketing communication involves, sharing of meaning, information, concepts, about the products and services by buyers and sellers. Such communications are conveyed with the help of advertisement, salesmanship and sales promotion. A communication will be treated as effective only when it is properly responded by the buyer. The communication must have identical meaning for both sender and receiver. If the communication does not properly reach the receiver or the message received is not the same as the message sent, then that will be called Break down at the message stage. In the market communication, feedback means a response, a reaction over the message sent back by a customer to the sender. In the case of effective communication feedback will be always present.

Need for Product Promotion

To introduce a new product in the market.

To influence the public with the help of new uses of the product.

To increase the frequency of purchase by each buyer.

To encourage dealers to stock more goods.

To withstand in the competitive field.

To increase the sales by imparting special training to salesmen and by window display

Promotional Strategy

Deciding Promotional Mix

Personal selling, advertisement and sales promotion are some of the promotional methods. During most of the situations two or more promotional methods are to be used for each campaign. Generally with the help of a single method it is not possible to succeed. Advertising needs the support of personal selling or display to increase the sales. Sometimes even the personal selling alone cannot be successful without the support of advertisement.

An ideal promotion mix is that situation where the total expenditure incurred for various promotion methods is minimum and sales by such mix is maximum. Promotion mix means finding out the proper ratio of usage of different methods of promotion. The management must find out, how much amount should be spent on each promotional activity. Promotional mix is influenced by the following factors.

Nature of the product

Nature of the product will be decide the promotional mix. For consumer goods advertisement and dealer display will have more effect. Industrial goods with high technology will need much of personal selling and cosmetics, blades etc, will require more of advertisement than personal selling and displays

Nature of the Customer

If the communications are mostly to middlemen, then personal selling will be more effective and very little spending on advertisement will do. If information are to be passed to consumers and when the number of consumers is large, it is better to advertise. Especially if customers are scattered, then advertisement alone can be successful.

Nature of the Market

If market for a product is only local then personal selling alone will be sufficient. If the market for a product is available at national level, then advertisement is more suitable.

Availability of Funds

The amount of funds available for promotion will decide the promotional mix. The companies having huge funds for promotion will favor advertisement and try to cover wider market. If the funds are available are less than maximum portion of such funds will be allocated for personal selling in a limited area. These funds may be used for window display also.