10
Chanel (Fach) / Chanel (Lektion)
Anzeige
- Terminology Upsteam downstream Intensive distribution -brand in many outlets -extreme : saturation Selective distribution -few outlets -extreme : exclusive distribution
- How channel members perceive intensive distribution 1 They seek differentiation via assortment -int. distr. erodes this differentiation Similar assortment leads to price competition -intrabrand competition Problem of freeriding -especially differnt channels with different service output levels channel members dislike int. distr. source of conflict
- How channel members perceive intensive distribution ( consequences) Consequences CM try to restore equilibrium -Delisting brand (except pull brands) Delhaize -no sales effort -Bait and switch (offer champagne cheap and just have a few bottles)
- How can channel members maintain intensive distribution - Contractually - Invest in pull strategy -Resale price maintenance -Frequent introduction of new product -Branded variants (non equivalent forms across channels) e.g. Nokia Vodafone
- Factors that impact the equilibrium 1 1 Nature of goods - convenience goods lower price immediatepurchase --> intensive distr -shopping goods infrequent purchase gain from search higher price --> selective distr. -speciality goods features that customer insists on --> selective distr.
- Factors that impact the equilibrium 2 2 Quality positiong of the brand challenges: -find right channel partners solutions: -create product scarcity and therefore pull -higly demanding contracts
- Factors that impact the equilibrium 3 3 Brand targeting strategy: target niche and buyers will seek out brand
- Bargaining for influence over the continuum Ups: selectivity in coverage -better channel margin -relationship specific investments --> dependency
- Bargaining for influence over the continuum 2 Downs: -opportunity cost (more coverage more sales)
- Bargaining for influence over the continuum (channel member) up: -gives manufacturer more volume --> more inluence over manuf. -manuf. makes channel specific investments down: -opportunity cost
- Anzeige
Anzeige