Placing Marketing

IIM
RAIPUR
P
R
O
D
U
C
E
R
02/09/16
`
PLACING
C
O
N
S
U
M
E
R
INDIAN INSTITUTE OF MANAGEMENT R
IIM
RAIPUR
Placing (I) - Channel

Management
MANOJ H
RAHUL KHEDKAR
RISHIRAJ SINGH ASHIYA
SHAHUL HAMEED
VAMSY KRISHNA
INDIAN INSTITUTE OF MANAGEMENT RAIPUR
AGENDA
CONCEPT
CHANNELS
TYPES
ROLES
FUNCTION
S
SELECTION
02/09/16
Indian Institute of Management Raipur
DISTRIBUTION
CONCEPT
CHANNELS
TYPES
,
ROLES
FUNCTION
S
SELECTION
02/09/16
It
is
defined
as
the
management
of
all
activities which facilitate
movement
and
coordination of supply and
demand in creation of time,
place utility in goods
DISTRIBUTION
CONCEPT
CHANNELS
TYPES
,
ROLES
FUNCTION
S
SELECTION
02/09/16
It is the Art and Science of

determining requirements,
acquiring
them,
distributing
them
and
finally maintaining them in
an
operationally
ready
condition for their entire life
TYPES OF DISTRIBUTION
CONCEPT
CHANNELS
TYPES
,
ROLES
FUNCTION
S
SELECTION
02/09/16
CHANNELS
CONCEPT
CHANNELS
TYPES
,
ROLES
FUNCTION
S
SELECTION
02/09/16
The path through which

goods
and
services
travel from the vendor
to the consumer or
payments
for
those
products travel from the
consumer to the vendor
CHANNELS
CONCEPT
MANUFACTURE
R
CHANNELS
CUSTOMER
MANUFACTUR
TYPES
ER
,
ROLES
MANUFACTUR
ER
FUNCTION
S
MANUFAC
TURER
SELECTION
02/09/16
RETAILER
WHOLESAL
ER
AGENTS
WHOL
ESALE
R
CUSTOMER
RETAILER
RETAIL
ER
CUSTOMER
CUSTOMER
CHANNELS
MANUFACTURE
R
MANUFACTUR
ER
CUSTOMER
LEVEL
0
RETAILER
LEVEL
1
02/09/16
CUSTOMER
CHANNELS
MANUFACTUR
ER
WHOLESAL
ER
RETAILER
LEVEL
2
02/09/16
CUSTOMER
CHANNEL FLOW
CONCEPT
CHANNELS
TYPES
,
ROLES
FUNCTION
S
MANUFAC
TURER
SELECTION
02/09/16
C
O
M
P
A
N
Y
FORWAR
Goods/ Services
D
Payment for
BACKWAR
Goods/
D
Returns
BOTH WAYS
Information
C
U
S
T
O
M
E
R
S
INTERMEDIARIES
CHANNELS
INTERMEDIARIES
AGENTS
WHOLESALER
S
DISTRIBUTORS
RETAILERS
02/09/16
Links producers to other

intermediaries or the ultimate
buyer.
Promote, sell, and makeavailable a good or service
through
contractual
arrangements or purchase and
resale of the item.
Each intermediary receives
the item at one pricing
point and moves it to the
AGENTS
CHANNELS
INTERMEDIARIES
AGENTS
WHOLESALER
S
DISTRIBUTORS
RETAILERS
02/09/16
An independent individual or company

Primary selling arm of the producer
and represent the producer to users.
Agents take possession of products but
do not actually own them.
Make profits from commissions or
fees paid for the services they provide
to the producer and users.
WHOLESALERS
CHANNELS
INTERMEDIARIES
AGENTS
WHOLESALER
S
DISTRIBUTORS
RETAILERS
02/09/16
Independently owned firms that take title

to the merchandise they handle.
In other words, the wholesalers own the
products they sell.
Wholesalers purchase product in bulk and
store it until they can resell it.
Wholesalers generally sell the products they
have purchased to other intermediaries,
usually retailers, for a profit.
DISTRIBUTORS
CHANNELS
INTERMEDIARIES
AGENTS
WHOLESALER
S
DISTRIBUTORS
RETAILERS
02/09/16
Distributors only carry complementary

product lines, either Pepsi or Coke products.
Distributors usually maintain close
relationships with their suppliers and
customers. Distributors will take title to
products and store them until they are sold
Eg: Maruti distributor
RETAILERS
CHANNELS
INTERMEDIARIES
AGENTS
WHOLESALER
S
DISTRIBUTORS
RETAILERS
02/09/16
A retailer takes title to, or purchases, products

from other market intermediaries.
Retailers can be independently owned
and operated, like small mom and pop stores,
or they can be part of a large chain, like
Walmart.
The retailer will sell the products it has
purchased directly to the end user for a profit
TYPES
CONCEPT
CHANNELS
TYPES
ROLES
FUNCTION
S
SELECTION
02/09/16
INTENSIVE
CONCEPT
CHANNELS
TYPES
ROLES
FUNCTION
S
SELECTION
02/09/16
SELECTIVE
CONCEPT
CHANNELS
TYPES
ROLES
FUNCTION
S
SELECTION
02/09/16
EXCLUSIVE
CONCEPT
CHANNELS
TYPES
ROLES
FUNCTION
S
SELECTION
02/09/16
ROLES
CONCEPT
CHANNELS
TYPES
PROMOTION
NEGOTIATIO
N
INFORMATIO
N
ORDERING
ROLES
PHYSICAL
POSSESSION
FUNCTION
S
TRANSFER
OF TITLE
FINANCING
SELECTION
RISK TAKING
02/09/16
PROMOTION
ROLES
PROMOTION
NEGOTIATIO
N
INFORMATIO
N
ORDERING
PHYSICAL
POSSESSION
TRANSFER
OF TITLE
FINANCING
RISK TAKING
02/09/16
Marketing intermediaries
attract customers and
persuade them to buy
goods and services.
These intermediaries
undertake sales
promotion activities
through media and
personal contacts
PROMOTION
ROLES
PROMOTION
NEGOTIATIO
N
INFORMATIO
N
ORDERING
PHYSICAL
POSSESSION
TRANSFER
OF TITLE
FINANCING
RISK TAKING
02/09/16
NEGOTIATION
ROLES
PROMOTION
NEGOTIATIO
N
INFORMATIO
N
ORDERING
PHYSICAL
POSSESSION
TRANSFER
OF TITLE
FINANCING
RISK TAKING
02/09/16
Intermediaries or
middlemen negotiate
prices and other terms
and conditions between
buyer and seller.
No sale can take place
without an agreement on
prices and other terms
and conditions
NEGOTIATION
ROLES
PROMOTION
NEGOTIATIO
N
INFORMATIO
N
ORDERING
PHYSICAL
POSSESSION
TRANSFER
OF TITLE
FINANCING
RISK TAKING
02/09/16
INFORMATION
ROLES
PROMOTION
NEGOTIATIO
N
INFORMATIO
N
ORDERING
PHYSICAL
POSSESSION
TRANSFER
OF TITLE
FINANCING
RISK TAKING
02/09/16
Middlemen collect
information about demand,
competition, etc., from
consumers and pass on to
manufacturers.
They also provide information
to consumers about new
products, changes in design,
style, prices, etc., of existing
products
INFORMATION
ROLES
PROMOTION
NEGOTIATIO
N
INFORMATIO
N
ORDERING
PHYSICAL
POSSESSION
TRANSFER
OF TITLE
FINANCING
RISK TAKING
02/09/16
ORDERING
ROLES
PROMOTION
WHOLESALERS
NEGOTIATIO
N
INFORMATIO
N
ORDERING
PHYSICAL
POSSESSION
TRANSFER
OF TITLE
FINANCING
RISK TAKING
02/09/16
Intermediaries collect small

orders from consumers
and on that basis place
large orders with
manufacturers
ORDERING
ROLES
PROMOTION
RETAIL OUTLETS
NEGOTIATIO
N
INFORMATIO
N
ORDERING
PHYSICAL
POSSESSION
TRANSFER
OF TITLE
FINANCING
RISK TAKING
02/09/16
PHYSICAL POSSESSION
ROLES
PROMOTION
NEGOTIATIO
N
INFORMATIO
N
ORDERING
PHYSICAL
POSSESSION
TRANSFER
OF TITLE
FINANCING
Middlemen take possession of

goods from producers and pass
on possession to consumers
RISK TAKING
02/09/16
TRANSFER OF TITLE
ROLES
PROMOTION
NEGOTIATIO
N
INFORMATIO
N
ORDERING
PHYSICAL
POSSESSION
TRANSFER
OF TITLE
FINANCING
RISK TAKING
02/09/16
Middlemen transfer ownership of

goods from producers to consumers
FINANCING
ROLES
PROMOTION
NEGOTIATIO
N
INFORMATIO
N
ORDERING
PHYSICAL
POSSESSION
TRANSFER
OF TITLE
FINANCING
RISK TAKING
02/09/16
Intermediaries provide financial,

assistances at different stages of the
marketing channel. They buy goods in
cash from producers and sell them to
consumers on credit
RISK TAKING
ROLES
PROMOTION
NEGOTIATIO
N
INFORMATIO
N
ORDERING
PHYSICAL
POSSESSION
TRANSFER
OF TITLE
FINANCING
RISK TAKING
02/09/16
Intermediaries assume most of

the risks involved in the
distribution of goods.
They relieve producers from
these risks and enable them to
concentrate
onRaipur
production
Indian
Institute of Management
FUNCTIONS
CONCEPT
INFORMATIO
N FLOW
CHANNELS
TYPES
ROLES
FUNCTION
S
SELECTION
02/09/16
STIMULATE
PURCHASIN
G
STORAGE
AND
MOVEMENT
PRICE
FIXING
INFORMATION FLOW
FUNCTION
S
INFORMATIO
N FLOW
STIMULATE
PURCHASIN
G
STORAGE
AND
MOVEMENT
PRICE
FIXING
02/09/16
Information flows from

Retailers <- >distributors
Distributors <-> Wholesalers
Wholesalers <-> company
STIMULATE PURCHASING
FUNCTION
S
INFORMATIO
N FLOW
STIMULATE
PURCHASIN
G
STORAGE
AND
MOVEMENT
PRICE
FIXING
02/09/16
For its promotion VIP encourages

retailers to advertise in the city on
its behalf, and shares some cost of it
STORAGE AND MOVEMENT

FUNCTION
S
INFORMATIO
N FLOW
STIMULATE
PURCHASIN
G
STORAGE
AND
MOVEMENT
PRICE
FIXING
02/09/16
GAS CYLINDERS ARE STORED IN THE

WAREHOUSES AND THEN MOVED THROUGH
RETAILERS T
PRICE FIXING
FUNCTION
S
INFORMATIO
N FLOW
STIMULATE
PURCHASIN
G
STORAGE
AND
MOVEMENT
PRICE
FIXING
02/09/16
Factors Influencing the Selection of

Channel Members
CONCEPT
Cost
CHANNELS
TYPES
ROLES
FUNCTION
S
Image
Control
Selection of
Channel
Members Performance
Experience
Reputation
SELECTION
02/09/16
SELECTION
CONCEPT
CHANNELS
MARKET
FACTORS
TYPES
ROLES
FUNCTION
S
PRODUCT
FACTORS
PRODUCER
FACTORS
SELECTION
02/09/16
MARKET FACTORS
CONCEPT
MARKET
FACTOR
S
PRODUCT
FACTORS
PRODUCER
FACTORS
CHANNELS
TYPES
ROLE
FUNCTION
S
SELECTION
02/09/16
Customer Profiles
Consumer or Industrial Consumer
Size of Market
Geographic Location
PRODUCT FACTORS
MARKET
FACTORS
CONCEPT
PRODUC
T
FACTOR
S
CHANNELS
TYPES
ROLE
FUNCTION
S
SELECTION
02/09/16
Product
Product
Product
Product
Complexity
Price
Life Cycle
Delicacy
PRODUCER
FACTORS
PRODUCER FACTORS
CONCEPT
MARKET
FACTORS
PRODUCT
FACTORS
PRODUCE
R
FACTORS
CHANNELS
TYPES
ROLE
FUNCTION
S
SELECTION
02/09/16
Producer Resources
Number of Product Lines
Desire for Channel Control
CHANNELS
PROJECT SHAKTH
E CHOUPAL
02/09/16
THANK YOU
02/09/16

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IIM

INDIAN INSTITUTE OF MANAGEMENT R

Placing (I) - Channel

INDIAN INSTITUTE OF MANAGEMENT RAIPUR

Indian Institute of Management Raipur

It is the Art and Science of

Indian Institute of Management Raipur

The path through which

Indian Institute of Management Raipur

Indian Institute of Management Raipur

Indian Institute of Management Raipur

Indian Institute of Management Raipur

Links producers to other

An independent individual or company

Independently owned firms that take title

Distributors only carry complementary

Indian Institute of Management Raipur

A retailer takes title to, or purchases, products

Indian Institute of Management Raipur

Indian Institute of Management Raipur

Indian Institute of Management Raipur

Indian Institute of Management Raipur

Indian Institute of Management Raipur

Indian Institute of Management Raipur

Indian Institute of Management Raipur

Indian Institute of Management Raipur

Intermediaries collect small

Indian Institute of Management Raipur

Middlemen take possession of

Indian Institute of Management Raipur

Middlemen transfer ownership of

Intermediaries provide financial,

Intermediaries assume most of

Information flows from

Indian Institute of Management Raipur

For its promotion VIP encourages

STORAGE AND MOVEMENT

GAS CYLINDERS ARE STORED IN THE

Indian Institute of Management Raipur

Factors Influencing the Selection of

Indian Institute of Management Raipur

Indian Institute of Management Raipur

Indian Institute of Management Raipur

Indian Institute of Management Raipur

Indian Institute of Management Raipur

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