Professional Documents
Culture Documents
Management
Group 2
Presented By:
Barun Singh
Basnet
Khusboo Verma
Sudha Luitel
Pricing Strategy
Traditional mix
Revenue generating element
In this section:
Price perception that consumers might form
Pricing strategies firm might adopt for brand
equity
product
support.
Amazon.com
with
strong
marketing
Product Costs
Material
substitution,
Product
your
overhead,
look
if
your
Product Prices
Straightforward
approach
to
know
the
Communicating Value
Price Segmentation
On supply-side:
Forward buying by retailers
Diverting the selling area
On demand side:
Diminished brand equity
Channel Strategy
Marketing Channels
strategy
includes
design
and
management of intermediaries
Wholesaler, distributors, brokers and retailers.
Channel Design
Direct Channel
Indirect Channel
(means
by
which
channel
in
channel
permits purchase)
Experiences
(participation
activities)
Indirect Channels
Retailers
Most visible and direct contact with customers.
Creates own brand equity
Establishes
association.
strong
awareness
on
brand
Shopper marketing:
Collaboration
between
manufacturers
and
Contd..
Channel Support
Components of partnership
strategies
Retail
market
Segmentation
research
(SC
insights
Johnson
to
leveraged
develop
customized
unique
category
Cooperative Advertising
Direct Channels
Advantage:
Disadvantage:
customer
distributors.
response Potential
conflict
with
Direct Channels(Contd..)
2. Store-within-a-store
Store within major department store
Branded mini-stores exists
Dual benefits of retailers brand image and
having control of manufacture over design and
product presentation.
Direct Channels(Contd..)
3. Other means
Catalog stores
Electronic means
Phone
Mail
Online Strategies
with
multiple
channels
are
benefitted.
They gain market power with suppliers.
They
have
established
distribution
and
fulfillment systems.
They can cross-sell between websites and
In Nutshell
Thank You