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