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