Designing and managing integrated

marketing channels

SHUBHAM VERMA

IIT GUWAHATI

What decisions do companies have to

face in managing their channels?

What if some othe outlets of mcdonalds , Shell oil or Mercedes appeard dirty inefficient and unpleasant

What if some of the outlets of

mcdonalds , Shell oil or Mercedes

appeared dirty inefficient and

unpleasant ?

Select the RIGHT channel members

Microsoft requires its third party service engineers to complete a set of

courses and take certification exams .

Pass students recognised as MICROSOFT CERTIFIED PROFESSIONALS and can

use this designation for their own business

Training and motivating channel members

Channel Power

Channel power is the ability to

alter channel members’ behaviour

So they take actions they would

not have taken otherwise

Different channel powers

• Coercive power – in case of relation

withdrawal

• Reward power – extra benefit

• Legitimate power – contract/SLA ‘s

• Expert power – manufacturer’s expert

knowledge

• Referent power – intermediaries’ reputation

Imagine what would happen to company’s reputation if most of the distributors start leaving them?

Channel partnership

Trying to forge a long term partnership with the distributors

What if, some of the intermediaries are not work effectively ? Imagine how it would affect our business.

What if, some of the intermediaries are not work effectively ?

Imagine how it would affect our business.

Evaluating channel

members

Would it work if a company uses the same 50 year old strategy for their business ?

Would it work if a company uses the same

50 year old strategy for their business ?

Modifying channel design and arrangements.

Adding or dropping new channel

members to develop a

completely new way to sell goods

What are your thoughts on going global ?What are your

thoughts on going

GLOBAL ?

Joining hands

with

international

intermediaries

to expand the

business

"These slides were created by Shubham Verma( IIT Guwahati ) as part of an internship done under the guidance of Prof. Sameer Mathur(www.IIMInternship.com)"