Distribution Channels in Marketing (MBA notes / case studies)

B2B and B2C companies use Distribution channels to sell their products, and to expand their reach and to grow revenue.

They may use a single distribution channel or use multiple channels that may include:

• Wholesaler/Distributor
• Direct/Internet
• Direct/Catalog
• Direct/Sales Team
• Value-Added Reseller (VAR)
• Consultant
• Dealer
• Retail
• Sales Agent/Manufacturer’s Rep

Academic Questions on Distribution Channels

Management (MBA) questions on Distribution Channels in Marketing:

Q: What are the challenges in developing a successful distribution strategy for a global brand (with a broad product/brand portfolio)? What factors are influential in shaping Pepsi’s distribution strategy?

Q. Mr. Amish has written a self-help book “Happy Happy” which can be read by people from all walks of life. The book revolves around a core idea of being happy in all stages of life. The publisher doesn’t have any distribution network of its own.

Mr. Amish delivers session in many management schools on the topic “Happiness”. He is very popular among students and corporate. He also delivers session as a key note speaker in many management conclaves and seminars.

Mr. Amish has no online and social media presence. He doesn’t write blogs or articles. Mr. Amish is a good author but has no idea about marketing and distribution of books. He hires you as a Marketing consultant for overall marketing and distribution of books.

1. What are the distribution channels that you will use to distribute the product across Indian market? Explain the same with reason.
2. Suggest the Geographic, Demographic and behavioural segmentation for the book “Happy Happy”

3. a. Explain five online social media platform through which you will promote the book.

3. b. Explain the buyer decision making process for purchasing a self-help book.

Q) Voltas also makes commercial refrigerators which are used by Hotels, Commercial Kitchens, restaurants etc in addition to the air-conditioners it makes for B2C markets. These are customized according to customer requirements and the prices start from 5 lacs onwards. The marketing manager has to decide whether Voltas should direct distribution or indirect distribution. Please recommend the method Voltas should use giving reasons for the same. Also what communication tools can Voltas use for promoting in B2B segments for these new air-conditioners?

Q) Bookworm’s World is a U.K based Book Store chain planning to launch in the Indian market, specifically catering to children’s books, workbooks and educational toys. Initially the Book store chain will begin its operations with 6 major cities which are being seen as potential markets and then slowly it shall expand to other big cities in India as well. With this vision, the management, now wants to explore the various options for service delivery. Since it is a new chain, the delivery options need to be cost effective, atleast to begin with.

The management is open to all sorts of technology tie-ups to explore the self-service or remote options along with the traditional delivery models. Suggest all the possible delivery options that you consider appropriate. Justify with an argument.

studymumbai

StudyMumbai.com is an educational resource for students, parents, and teachers, with special focus on Mumbai. Our staff includes educators with several years of experience. Our mission is to simplify learning and to provide free education. Read more about us.