Preview

Channel Management

Powerful Essays
Open Document
Open Document
1361 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Channel Management
CHANNEL MANAGEMENT of SHAVING CREAM
Vikalp Bhardwaj
12DM-165
Section-7

A channel is an organized network of agencies and institutions which, in combination, perform all the activities required to link producers with users to accomplish the marketing task.
-(Bennett 1988).
This channel must be designed such that it delivers a level of value to the customer that creates a sustainable competitive advantage for the supply chain. It can take many forms depending upon the requirements of the customer. The relationship between the value of the product and the shopping experience is particularly important and the skill of the value chain is in the positioning of the total offer in a profitable way.
Our study of channel management of shaving cream was limited to Greater Ghaziabad region. There are many competing brands of shaving creams in the market. * Gillete- P&G (Market Leader) * Old Spice- P&G * Vi John (Popular brand as it is the cheapest) * Axe- HUL * Dettol- Reckett Benkeiser
Our mode of study was to go to do a field visit and get in touch with all the members in the entire distribution channel. We visited all the members of the channel in P&G as it owned two of the most popular brands in the market, Gillete and Old Spice.
CHANNEL LEVELS
The producer and the final customer are part of every channel. A zero level channel or a direct channel is one in which the product reaches the customers hand directly from the manufacturer. Shaving creams come under the FMCG sector and companies here usually follow four level channel where there is a manufacturer who manufactures the goods and sends it to the central warehouse in Rewari, Rajasthan. From there it is sent to the C&F agent in Dasna. From there it is sent to the distributor Surya Tradings near MohanNagar, Ghaziabad. On an average 4 trucks run two times a dayfrom the C&F agent to the distributor. From here they get it to the wholesalers who supply to the retail
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Satisfactory Essays

    P2 Explain The Process Of Distributing Goods Through Different Channels From The Manufacturer To The Customer
    • 688 Words
    • 2 Pages

    P2 Explain The Process Of Distributing Goods Through Different Channels From The Manufacturer To The Customer

    Distribution channels consist of a chain of business or intermediaries which form a process where the goods and services pass until it reaches the consumers. It includes: wholesalers, retailers, distributors and even the internet. These channels can be broken in two different way direct and indirect channels.…

    • 688 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Satisfactory Essays

    Dermavascent Concise Outline
    • 392 Words
    • 2 Pages

    Dermavascent Concise Outline

    Drug and food stores 2. Drug stores 3. Channel: Dermavescent Laboratories – Manufacturer – Rack Jobbers – Retailers – Consumer 4. Other a. Production developments 1. Strained manufacturing capacity from unit sales volume for Soft and Silky Shaving Gel 2.…

    • 392 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    mktg 205 unit 3 project
    • 962 Words
    • 4 Pages

    mktg 205 unit 3 project

    This paper is intended to shine a light onto distribution channels, both direct and indirect, as well as, provide a better understanding of channel levels. It will also deal with the different channel organizations, including conventional, horizontal, vertical and multichannel marketing systems.…

    • 962 Words
    • 4 Pages
    Good Essays
    Read More
  • Powerful Essays

    Budget Analyst
    • 1404 Words
    • 6 Pages

    Budget Analyst

    A marketing channel is simply a path that flows from sellers to end-users (customers). Traditional brink and mortar marketing channels can include intermediaries such as manufacturers’ agents, wholesalers, and retailers. Members of a traditional distribution channel can be responsible for activities such as transportation, promoting, sorting, order processing, inventory management, insurance, and financing (Finch, 2012). All of these members of the distribution chain must be compensated for their services which not only diminish profits to producers, but it also can translate into higher cost for customers. Some of the benefits of this process are is that these middlemen or intermediaries are responsible for adding value to the goods being sold. This process can only be justified if it continues to add value that surpasses the value that the producer operating independently can.…

    • 1404 Words
    • 6 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Marketing Channels
    • 1234 Words
    • 5 Pages

    Marketing Channels

    Distribution channels are the key determinants of how any manufacturing company reaps from the products that come from their manufacturing plants. Characteristically, approximately half that price paid for merchandise by a purchaser is engrossed by activities involved in delivering that product to the consumer (Julian, 2008). Channel members are particularly important since directly affects certain factors such as customer service, product delivery and availability. Julian (2008) argues that the cost of marketing any product has increased over the past 15 years while production cost has reduced. This is because the market has segmented and media and distribution channel have multiplied. As a result, the choice of a channel member is based on value analysis, same way consumers do when they analyses products before purchasing. This paper focuses on choice of appropriate…

    • 1234 Words
    • 5 Pages
    Powerful Essays
    Read More
  • Good Essays

    Understand the Role of Retailing in the Distribution of Goods and Services (P2, M2, D1)
    • 902 Words
    • 4 Pages

    Understand the Role of Retailing in the Distribution of Goods and Services (P2, M2, D1)

    A channel of distribution is a network of organisations that, combined, perform all the functions required to link producers with consumers. Retailers need to offer right product at the right place at the right time. If the product that a consumer wants is not available then 31% of consumers will buy from a different store, 26% will buy a different brand and 24% will delay their purchase, or not purchase at all.…

    • 902 Words
    • 4 Pages
    Good Essays
    Read More
  • Powerful Essays

    Marketing Skittles
    • 1081 Words
    • 5 Pages

    Marketing Skittles

    Marketing channels are very important to both the manufacturer and the consumer. These channels are the way the manufacture releases their product to the consumer for purchasing. Manufactures can choose either a direct channel which is the means of selling customers or accepting orders from them. A sales force calls on customers and prospects to present information on products and persuade them to place orders. Retailer channel is the channel that manufacturers sell their goods directly to large retailers such as Amazon which then sell onto the final consumers. wholesaler channel typically buys and stores large quantities of several producers’ goods and then breaks into bulk and deliveries to supply retailers with smaller quantities. Agents/Brokers sell the products and services of producers in return for a commission (a percentage of the sales revenues). Mars company uses both retailer and wholesale channel to deliver Skittles to the consumer. They manufacture the candy and sell them to either a wholesaler such as Sam 's club or they sell them directly to retailers.…

    • 1081 Words
    • 5 Pages
    Powerful Essays
    Read More
  • Good Essays

    Distribution Channels
    • 948 Words
    • 4 Pages

    Distribution Channels

    Any product or service in the marketplace utilizes distribution channels to reach its customers. Although the manufacturers and services providers can and do provide their goods and services directly, utilizing distribution channels multiplies the number of goods and services that reach the marketplace (Advameg, Inc, 2011). Therefore, distribution channels can increase market share and profit margins since these distribution channels help the company’s product reach its target segments and enter into new marketplaces (Advameg, Inc., 2011). As they enter into new regions, stores, and the like, manufacturers and service providers can capitalize on these channels and markets by cultivating demand. Yet, the beauty of the distribution channels rests within the ways they free these companies and manufacturers to do what they do best, manufacture products and provide services to meet customer demands. Distribution channels just help these companies reach their goals and satisfy the manufacturers’ and service providers’ customers.…

    • 948 Words
    • 4 Pages
    Good Essays
    Read More
  • Good Essays

    Marketing Channels
    • 1482 Words
    • 6 Pages

    Marketing Channels

    Question: Should companies involve their marketing channels in the design of the promotional programs? What are the advantages and disadvantages of doing so?…

    • 1482 Words
    • 6 Pages
    Good Essays
    Read More
  • Powerful Essays

    BUA417 Marketing Management Dermavescent Laboratories Case Study
    • 1814 Words
    • 12 Pages

    BUA417 Marketing Management Dermavescent Laboratories Case Study

    Dermavescent Laboratories manufacturers a woman’s shaving gel known as Soft and Silky Gel. The product has been on the market for over 14 years and has enjoyed brand loyalty and success in this specialized segment of the shaving industry. To stay relevant and competitive in the women’s shaving gel market, Dermavescent has performed market surveys and research to determine demand for change in the Soft and Silky Gel product size and packaging. (Kerin, 2009)…

    • 1814 Words
    • 12 Pages
    Powerful Essays
    Read More
  • Better Essays

    Consumer Behavior Towards Lakme Products
    • 4760 Words
    • 20 Pages

    Consumer Behavior Towards Lakme Products

    Current consumption of many products is well below that of many countries in Asia. The low market penetration of many cosmetics and personal care products offers room for growth. The urban population with increasing purchasing power is the major force driving demand for cosmetics and toiletries. India is a very price-sensitive market and mass-market products constitute the major part of the cosmetics and toiletries market.…

    • 4760 Words
    • 20 Pages
    Better Essays
    Read More
  • Powerful Essays

    Mineral Makeup Marketing Study
    • 4860 Words
    • 20 Pages

    Mineral Makeup Marketing Study

    Kumar, S. (2005). “Exploratory Analysis of Global Cosmetic Industry: major players, technology and market trends”. Technovation 25.…

    • 4860 Words
    • 20 Pages
    Powerful Essays
    Read More
  • Good Essays

    Business Research for Omni-Channel Shoppiong
    • 691 Words
    • 3 Pages

    Business Research for Omni-Channel Shoppiong

    Retailers are finding it difficult to have a smooth interaction between all channels of commerce. Businesses of yesterday relied on the separation of each function within a company, brick and mortar stores were a separate entity from e-commerce and have different strategies for success. Today’s consumer are demanding integration of all functions to give them a shopping experience they want. So retailers need to find out how to bridge the gap to meet the consumers’ expectations. Accenture is a global management consulting, technology services and outsourcing company. Along with hybris software, a SAP company, they commissioned Forrester Consulting to conduct research to determine the capabilities of retailers and the expectations of customers. In the research, “Customer Desires vs. Retailers Capabilities: Minding the Omni-Channel Commerce Gap” (Accenture, 2014), surveys were conducted with 256 US and European retailers and manufacturing decision-makers and 1,503 multi-channel shoppers. In this survey, the objective was to help retailers to have a better understanding of the business framework to achieve a successful Omni-channel experience.…

    • 691 Words
    • 3 Pages
    Good Essays
    Read More
  • Powerful Essays

    lakme and revlon
    • 13146 Words
    • 53 Pages

    lakme and revlon

    increasing demand for beauty care products in India. Perfumes andfragrances, skin care, and hair care products are some of the majorsegments with promising prospects for U.S. companies.Penetration of most cosmetic and toiletries is very low in India.Current consumption of many products is well below that of manycountries in Asia. The low market penetration of many cosmetics andpersonal care products offers room for growth. The Indian toiletriesmarket is well developed and dominated by major multinationalcompanies and a few large Indian players. The urban population with increasing purchasing power is themajor force driving demand for cosmetics and toiletries. India is avery price-sensitive market and mass-market products…

    • 13146 Words
    • 53 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Chapter 4 Managing Marketing Information to Gain Customer Insights
    • 25880 Words
    • 103 Pages

    Chapter 4 Managing Marketing Information to Gain Customer Insights

    Charmin, Puffs, Pampers, Pringles, Gillette, Dawn, Ivory, Febreze, Swiffer, Olay, Cover Girl, Pantene, Scope, NyQuil, Duracell, and dozens…

    • 25880 Words
    • 103 Pages
    Powerful Essays
    Read More

Related Topics