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PLACEMENT

PLACEMENT. Getting the right product to the right customer at the right time, at the right place, in the right quantity. The basic objective of all placement decisions or strategies is to make the product accessible for the consumer. IMPLEMENTING AUTOMATED RETAIL: PLACE. CHANNEL MANAGEMENT.

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PLACEMENT

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  1. PLACEMENT Getting the right product to the right customer at the right time, at the right place, in the right quantity. • The basic objective of all placement decisions or strategies is to make the product accessible for the consumer. IMPLEMENTING AUTOMATED RETAIL: PLACE

  2. CHANNEL MANAGEMENT • Placement activities evolve around decisions or strategies involved in the distribution channels. This is called channel management. • Channel management: managing and directing all of the activities involved in getting a product from the manufacturer to the customer. IMPLEMENTING AUTOMATED RETAIL: PLACE

  3. DISTRIBUTION CHANNELS • Direct channels: involve a single transaction from a vendor to offer a product for sale to the consumer. • Indirect channels: involve multiple, interconnected channel members such as: wholesalers, agents, and distributors. IMPLEMENTING AUTOMATED RETAIL: PLACE

  4. CHANNEL MEMBERS Wholesalers: people or companies that buy large quantities of products from vendors or manufacturers and warehouse them to resell in smaller quantities to retailers. • Example: Vistar Corporation IMPLEMENTING AUTOMATED RETAIL: PLACE

  5. CHANNEL MEMBERS Agents: are representatives (individuals or firms) that have authority to act on behalf of another company or individual to execute the sale of products but are not employees of that company. • Example: Total Sportswear Solutions IMPLEMENTING AUTOMATED RETAIL: PLACE

  6. CHANNEL MEMBERS Distributors: entities that purchase non-competing products, warehouse them, and sell them to retailers or direct to consumers. • Example: Commonwealth Digital Office Solutions IMPLEMENTING AUTOMATED RETAIL: PLACE

  7. CHANNEL MEMBERS • Add value to the products that retailers sell. • The retailer is the customer of the channel member, they can receive special services from the channel member (faster delivery, ease in placing orders, special packaging, etc.). • Need to work cooperatively with the retailer to help meet the needs of the final consumer. IMPLEMENTING AUTOMATED RETAIL: PLACE

  8. ACTIVITY Understanding Channel Member Relationships IMPLEMENTING AUTOMATED RETAIL: PLACE

  9. PLACEMENT DECISIONS • Placement of product • Distribution channels • Logistics • Inventory • Selection of channel members • Order processing • Market coverage IMPLEMENTING AUTOMATED RETAIL: PLACE

  10. PLACEMENT DECISIONS Placement of Product: involves where the customer can purchase the product such as a store, roadside stand, or automated retailing kiosk. Distribution Channel: involves how the product makes its path to the place where consumers purchase the product. IMPLEMENTING AUTOMATED RETAIL: PLACE

  11. PLACEMENT CONSIDERATION How are placement decisions for automated retail different from a traditional brick and mortar retail space? IMPLEMENTING AUTOMATED RETAIL: PLACE

  12. CHANNEL MANAGEMENT & MARKETING ACTIVITIES Certain aspects of the distribution channel need to be coordinated with other marketing activities. • Marketing Information, Promotion, Pricing, Selling, Finance IMPLEMENTING AUTOMATED RETAIL: PLACE

  13. COORDINATING MARKETING INFORMATION • Understand your target market • Research the wants and needs of your customers • Promotion and advertising in advance • Pricing strategies • Sales staff training • Finance offerings need to be available IMPLEMENTING AUTOMATED RETAIL: PLACE

  14. ACTIVITY What Marketing Activities Need to be Coordinated? IMPLEMENTING AUTOMATED RETAIL: PLACE

  15. QUIZ Placement Strategy and Channel Management Terms IMPLEMENTING AUTOMATED RETAIL: PLACE

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