MBA市场管理案例分析.pptVIP

ALESSIEvolution of an Italian Design Factory Marketing Management Team C EMBA ’06 Distribution Structure Distribution and the Brand Image Challenges Next Step Why Controlling Distribution? Control Brand Image Problem of heterogeneity in retailer strategies over product display Diversity in distribution channels Recovering from price and brand confusion of past ten years Increase turnover Distribution Structure Use distribution as A channel of distribution Diversified channels: retail outlets, museum stores, gift shops, … A place to increase brand equity Luxury retail shops in Italy Offering: between shopping and specialty Design-oriented table and kitchen products Shopping goods (not convenience goods!): about 50% purchases as gifts, wedding presents, Christmas: overall 25-30% of annual sales. Specialty goods: best sellers like M.Suicide, Magic Bunny, etc… Consumer side distribution structure ~1983: Change into streamlined distribution system Distribution Structure Hybrid channel administration Indirect for orders and direct for deliveries Agents: independent or company-owned subsidiaries Benefits: increase of control in distribution, reduction of functional discrepancies, reduction of delivery costs, economies of scale in order management, better mapping in assortment of goods and better services by company-owned subsidiaries Distribution Structure PUSH strategy Induce cooperation with retailers, keep inventory low, display products, and visibility on shelf spaces to win voluntary co-operation. Management of Power in Distribution Channels Avoidance Strategy Differentiation: design oriented and product naming Focus: Table and kitchen, high-quality Reduction in costs: Reduction in delivery costs by streamlined distribution system. Lately: Resistance and confrontation strategy Diversification of channels: selected retailers, own stores, licensing Controlled distribution system Management of Power in Distribution Channels Power Management in