1 / 19

Colgate Toothpaste Practicum #5 Bus 306 Spring 2014

Colgate Toothpaste Practicum #5 Bus 306 Spring 2014 . By Patrick Sasaki Bret Russell Sean Curtis Michael Isom. Colgate Commercial. https://www.youtube.com/watch?v=_3G7vpYd3S8 3:38-4:25. Chapter 12: Marketing Channels -Delivering Customer Value.

gallia
Télécharger la présentation

Colgate Toothpaste Practicum #5 Bus 306 Spring 2014

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Colgate Toothpaste Practicum #5 Bus 306 Spring 2014 By Patrick Sasaki Bret Russell Sean Curtis Michael Isom

  2. Colgate Commercial https://www.youtube.com/watch?v=_3G7vpYd3S8 3:38-4:25

  3. Chapter 12: Marketing Channels -Delivering Customer Value Chapter Objectives -Objective 1: Marketing Channel uses and their Functions. -Objective 2: Behavior and Organization of Market Channels. -Objective 3: Distribution Channel Decisions. -Objective 4: Channel Management and Distribution. -Objective 5: Logistics and Supply Chain Management

  4. Supply Chains -Supply Chains -Consists of upstream and downstream partners. -Downstream partners are distribution channels such as retailers and wholesalers. -Distribution Channels -Marketing channels directly affect every marketing decision.

  5. Colgate Distribution Relations -Colgate’s prices are affected by its supplier type. -Their new products must be able to adhere to channel partner operations. -Colgate’s sales decisions are based on its downstream channels. http://english.vietnamnet.vn/fms/business/85431/foreigners-sell-toothpaste-at-below-production-costs-.html

  6. Number/Layers of Channel Levels -Channel Levels - Three types of channel levels. -Channel 1 (Direct Marketing Channel) -Company sells directly to consumers. -Channel 2 (Indirect Marketing Channel) -Company uses only one distribution channel. -Channel 3 (Indirect Marketing Channel) - Company uses more than one marketing channel.

  7. Channel Levels Channel 1 Channel 2 Channel 3 Number of Levels Producer Producer 1 2 3 Producer Wholesaler Retailer Retailer Consumer Consumer Consumer

  8. Colgate's Distribution Model

  9. Channel Behavior and Organization... -Channel Behavior -Channel partners rely on one another for maximum efficiency and profit. If disagreements occur, channel conflict arises. -Horizontal and Vertical Conflicts -Horizontal, is conflict between same channel levels. -Vertical, is conflict between different channel levels.

  10. Channel Behavior and Organization... -Vertical Systems - A vertical system: Has channel leadership and includes producers, wholesalers, and - retailers. Types of VMS- Corporate VMS: Ownership. Contractual VMS: Contracts. - Administered VMS: Power. - Horizontal Systems - A horizontal system is when two channels of the same level join together to create a better marketing opportunity.

  11. Vertical Marketing System Horizontal Marketing System http://www.mbaknol.com/marketing-management/concept-of-distribution-channels-in-marketing/ http://www.impowerable.com/protect-the-planet/how-mcdonalds-and-wal-mart-affect-your-food/

  12. Channel Behavior and Organization... -Multi-Channel Distribution - Organizations create multiple distribution channels to reach various segments. -Changing Channel Organization -A changing world filled with advanced technology calls for different distribution measures. Multi-Channel Distribution

  13. Distribution Channel Decisions -Analyzing Customer Needs -Each channel level must be selected carefully, each level adds value to the customers. -Setting Channel Objectives -A company must figure out which channels work best for each segment. -Identifying and Evaluating Alternatives -Marketing Channels vary in types, numbers, and responsibilities. -International Distribution Channels -International intermediaries face complex and challenging issues.

  14. Colgate’s Distribution Decisions -Colgate implements Intensive Distribution: As many as outlets as possible (Trunick, 2011) -Colgate’s International Distribution Channels consist of One Central Distributor for the entire region(Trunick, 2011)

  15. Channel Management Decisions -Selecting, Managing, and Evaluating Distribution Members. -Distribution Policy -Exclusive distribution is when a company allows only a certain outlets to carry its products. -Exclusive dealing is when a company requires a channel to not handle its competitor’s products.

  16. Logistics and Supply Chain Management -Importance and Goals of Logistics -Functions -Warehousing -Inventory Management -Transportation -Information -Integration of Logistics -Involves teamwork, building relationships, and third-parties. http://www.imperiallogistics.co.za/imperial-news/566/imperial-wins-colgate-palmolive-contract

  17. Colgate’s Logistics Success -Transportation- 65 Ocean Containers, 3800 Truck Loads per week. (“Colgate palmolive,”) - Negotiated Global Tender Agreement allowing cheaper shipping overseas (Colgate palmolive,”) -Green Logistics-Colgate cut 1.8 million miles of line haul from its system, which equates to 300,000 gallons of diesel and 3,000 tons of carbon emissions (“Colgate palmolive,”) - Integrated -Third Party Logistics- Outsourced Logistics to Imperial Logistics Co. (“Imperial logistics, 2014) https://www.dlsweb.rmit.edu.au/bus/mk100/html/lect_10.html

  18. What we Learned Michael- The importance of marketing channels and the roles that they play. Also the different levels there are and how they work. Patrick-The amount of time and effort it takes a product to go from raw material to end user. The intricate design of a supply/distribution chain and the importance of each decision. Bret- I found it intriguing that third-party logistics can play an such important role in distribution marketing. As it is affects every other decision. Sean- The internet has produced a lot of channel conflict and disintermediation for companies.

  19. References -Imperial Logistics. (2014, January 30). Imperial wins Colgate-Palmolive contract. Retrieved April 3, 2014, from http://www.imperiallogistics.co.za/imperial-news/566/imperial-wins-colgate-palmolive-contract -Marketing (15th th ed., p-Kotler, P., & Armstrong, G. (2014). Principles op. 191-216). Upper Saddle River, NJ: Pearson. -Francis, A. (2010, September 23). Concept of distributing channels in marketing. In MBA Knowledge. Retrieved April 3, 2014, from http://www.mbaknol.com/marketing-management/concept-of-distribution-channels-in-marketing/ -Trunick, P. (2011). Colgate logistics delivers smiles. Retrieved from http://www.inboundlogistics.com/cms/article/colgate-logistics-delivers-smiles/ -Colgate palmolive. (n.d.). Retrieved from http://p7distributioncasestudy.wikispaces.com/Colgate Palmolive

More Related