Managing Distribution Pertemuan 20 Matakuliah: J0114/Manajemen Pemasaran Tahun: 2008

Bina Nusantara Learning Outcome Students can design a proper distribution strategy

Bina Nusantara Material Outline: Marketing channel strategy and the role of distribution Designing the marketing channel Selecting channel members Target markets and channel design strategy

Bina Nusantara Marketing Channel and The Role of Distribution Marketing channel strategy as one of the major strategic areas of marketing management, fits under the distribution variable in the marketing mix.

Bina Nusantara Designing The Marketing Channel Identify need for channel design decision: –Situations require channel design: Developing a new product or product line Aiming an existing product at a new target market. Study of new target market behaviour is necessary. Developing some changes in some other component of the marketing mix. A new product positioning requires a new design of channel member. Entering into a newly geographic market Dealing with major environmental changes. These changes may relate to technological, competitive changes.

Bina Nusantara Designing The Marketing Channel Setting and Coordinating Distribution Objectives: –In order to develop channel structure, manager should decide some goals trying to be achieved. –These goals must be in line with some other component of marketing mix, to anticipate collision among them. –These goals must be congruent with marketing and other general objectives and strategies of the firm

Bina Nusantara Designing The Marketing Channel Specifying the channel tasks: –Gathering information on target market shopping patterns –Promoting product availability in the target market –Maintaining inventory storage –Compiling information about product features Developing possible channel structures: –Number of levels in the channel –Intensity at the various levels –Types of intermediaries at each level

Bina Nusantara Selecting Channel Members Finding prospective channel members: –Customers –Advertising –Trade shows –Field sales organization Applying selection criteria: –Financial performance: What is his financial performance? Has he the ability to discount his bills? –Sales performance: Is he aggressive? How many field men has he? –Inventory performance: Which ones doesn’t he sell? –Market coverage: How far does he cover his territory with his field men? –Business management: How many inside employees has he? Does he believe in active cooperation, sales training and sales promotion? –Warehousing facilities: What is the size of his plant? –Ownership: how well established is he? –A history of stability: What is his reputation among his customers? Does he maintain stable prices? –Recommendation: Who has known him well?

Bina Nusantara Selecting Channel Members Securing the prospective channel members as actual channel members: –Prospective channel members want to know at the outset precisely “what is in it for them” if they join the manufacturer’s marketing channel. Good, profitable product line Advertising and promotional support Management assistance Fair dealing policies and good relationship

Bina Nusantara Target Markets and Channel Design Strategy Market behavior and channel design strategy: –When the market buys: weekly and daily variations in buyer behavior are common at the retail level and vary across different trade areas throughout the country and cities –Where the market buys: the types of outlets from which final buyers choose to make their purchases and the location of those outlets determine where the market buys. A great deal survey has shown that consumer is seen as engaged in a balancing desirability of near and distant retailers against the cost, time and energy that must be spent in overcoming distance

Bina Nusantara Target Markets and Channel Design Strategy How the market buys: –Large quantities versus small quantities –Self-service versus assistance by salespeople –One-stop shopping versus buying from several stores –Impulse buying versus extensive decision making prior to purchase –Using cash versus credit –Shopping at home versus shopping at stores –Expending substantial effort through comparison shopping versus little effort –Demanding extensive service versus little service

Bina Nusantara Target Markets and Channel Design Strategy Who buys: –Who makes the physical purchase: from a channel design standpoint, who actually buys the product can affect the type of retailers chosen in the consumer market and may also influence the kinds of channel members used to serve industrial market –Who takes part in the buying decisions: It is to determine whether the planned or existing channel structure will inhibit or facilitate the firm’s attempt to reach the more influential parties to buying decisions.

Bina Nusantara Pusat Layanan Informasi AIDS Peranan Komisi Penanggulangan AIDS(KPA) amat dibutuhkan dalam memberikan informasi mengenai HIV AIDS. Dalam hal ini KPA menggunakan Call Center KPA Nasional yang bisa dihubungi (021) Selain itu, nomor tersebut dapat diakses melalui Karena KPA merupakan lembaga negara, pengoperasian call centernya bekerja sama dengan LSM, KPA provinsi, serta KPA kabupaten/kota. Di call center KPA nasional ini ada dua orang yang bertugas. Setiap petugas diwajibkan memahami secara detil perihal HIV AIDS. Tidak hanya untuk kepentingan bisnis, call center pun bisa dimanfaatkan untuk misi sosial. Tren call center nantinya akan berfungsi sebagai knowledge centre seperti di Amerika Serikat. Selain call center, adapula Hotline AIDS di bawah pengelolaan Pokdisus. Hotline ini buka setiap hari yang dilayani dengan 7 line sehingga bisa menerima 7 penelepon sekaligus.

Bina Nusantara Garda Oto: Memahami Kebutuhan Pelanggan dengan Memberikan Kenyamanan Asuransi Astra, dengan Garda Oto sebagai asuransi kendaraan bermotor pilihan konsumen, sangat memahami kebutuhan akan perasaan aman dan nyaman tersebut. Mengacu pada visi perusahaan, yaitu “ We Bring Peace of Mind to Millions”, Garda Oto membuktikan komitmennya dalam melayani pelanggan, mulai dari layanan call center (Garda Akses 24 jam), layanan bantuan darurat (Garda Siaga 24 jam), layanan perbaikan cepta (Garda Q Repair dan Mobile Q’Repair). Garda Oto tidak pernah berhenti mengembangkan layanan tersebut, baik dalam hal kemudahan menghubungi call center, lead time layanan bantuan darurat maupun kualitas perbaikan. Untuk kenyamanan lebih lanjut, Garda Oto mengenalkan Garda Oto Experience Card. Kartu ini merupakan souvenir yang bisa dimiliki oleh siapapun juga yang belum menjadi pelanggan Garda Oto. Pemegang kartu ini berkesempatan merasakan kenyamanan layanan Garda Siaga 24 jam ketika menghadapi kesulitas atas kendarannya di jalan raya.

Bina Nusantara Conclusions: Channel selection is a part of major effort made to maximize the role of distribution in marketing management Choosing channel structure and member must be adapted to the goals, not in a distribution term only but also in corporate term as a whole Selection criteria must be developed prior to recruiting some prospective channel members In adjusting target market with channel design, some major aspects such as market geography, market size, market density and market behavior must be taken into account.