MBA市场管理案例分析.pptxVIP

会计学1MBA市场管理案例分析 How to control and expand distribution without compromising the brand image? 第1页/共13页 Distribution StructureDistribution and the Brand ImageChallenges Next Step 第2页/共13页 Why Controlling Distribution? Control Brand Image Problem of heterogeneity in retailer strategies over product displayDiversity in distribution channelsRecovering from price and brand confusion of past ten years Increase turnover 第3页/共13页 Distribution StructureUse distribution asA channel of distributionDiversified channels: retail outlets, museum stores, gift shops, … A place to increase brand equityLuxury retail shops in ItalyOffering: between shopping and specialtyDesign-oriented table and kitchen productsShopping 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第4页/共13页 Distribution StructureManufacturerIndependent DistributorsRetailersManufacturerRetailersorders - deliveriesorders - deliveriesordersSingle Country Independent agentsor subsidiariesordersdeliveries1983: streamlined distribution systemHybrid channel administrationIndirect for orders and direct for deliveriesAgents: 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第5页/共13页 Distribution StructureManufacturerRetailersordersSingle Country Agentordersdeliveries PUSH strategyInduce cooperation with retailers, keep inventory low, display products, and visibility on shelf spaces to win voluntary co-operation. streamlined distribution systemShift in market coverage strategyFrom intensive distribution to selective distribution: Agents as independent entities in exclusive