DISTRIBUTION STRATEGY

▧041824353009Muhammad Yusuf Afandi

▧041824353016Bagus Anggara Yudha Nangtjik
▧041824353020Rizky Wahyu Febriyanto
▧041824353023Tabita Adinda Staffanie
▧041824353028Ovi Prina Gastriani
▧041824353032Adhi Wardana
▧041824353045Eva Desy Permatasari
▧041824353047Fidela Herdyanti
 MARKETING
CHANNEL
SYSTEM

INTEGRATED
DEMAND
PUSH
STRATEGY
MARKETING
CHANNEL
OMNICHANNEL
MARKETING
CHAIN
SYSTEM PLANNING
PULL
STRATEGY

MARKETING CHANNELS MULTICHANNEL

VALUE NETWORKS
AND VALUE NETWORKS MARKETING

THE DIGITAL CHANNEL REVOLUTION

 Channel-Design Decisions

▧Marketers need to :

1. Analyze customer needs and wants

Service output of channels : lot size, waiting and delivery time, spatial
convenience, product variety, service backup.
2. Establish channel objectives and constraints
3. Identify and evaluate major channel alternatives
Types of intermediaries, number of intermediaries, terms and
responsibilities
4. Evaluate major channel alternatives
Economic criteria, control and adaptive criteria
 Selecting
Channel
Member

Training and
Decision
Motivating

Modifying

Channel
Management Corporate
VMS

Vertical
Administered
Marketing
VMS
System
Integration
Horizontal
Contractual
Marketing
VMS
System
 E-Commerce & M-Commerce
▧E-Commerce
▧E-commerce refers to the activities of buying
and selling products and services through
electronic systems, such as the internet (web)
▧Companies in e-commerce are divided into
two; companies with no previous physical
existence (Pure-Click Company) and companies
with previous physical existence (Brick-And-
Click Company)
▧Examples include : Tokopedia, Bukalapak,
Sociolla
▧M-Commerce
▧M-commerce refers to the activities of buying
and selling products and services through
wireless handheld devices with the use of
internet/cellular data.
▧M-commerce is mostly used for advertising
and promotion, which often depends on
geofencing to cater better towards its targeted
customers
▧Examples include : BCA m-banking,
Facebook, LinkedIn
 Conflict, Cooperation, and Competition
Types Of Conflict
and Competition
▧Horizontal channel conflict
▧Vertical channel conflict
▧Multichannel conflict exist
Causes Of
Channel
Conflict
▧Goal incompatibility
▧Unclear roles and rights
▧Differences in perseption
▧Intermediaries dependence on
the manufacturer
Managing
Channel Conflict
▧Strategic Justification
▧Dual Compensation
▧Superordinate Goals
▧Employee Exchange
▧Joint Membership
▧Co-optation
▧Diplomacy, Mediation, and
Arbitration
▧Legal Recourse
 RETAILING
Retailing is all the activties in selling goods or services directly to final customers for personal, non
business use
Type of Retailers
▧Store Retailers : specialty store, department store, supermarket, convenience store, drug store,
discount store, extreme value or hard-discount store, off-price store, superstore, catalog showroom
▧Nonstore Retailers : Direct marketing, direct selling, automatic vending, buying service

PRIVATE LABELS
Private Labels (also called a reseller, store, house, or distributor brand) is a brand that
retailers and wholesalers develop. Examples: The distributor buys goods from the
manufacturer in a non brand condition, then the distributor gives his own brand name and
then the distributor gave the brand name itself. For example the “Alfamart” brand tissue given
by Alfamart.
WHOLESALLING (Grosir)
Wholesaling includes all the activities in selling goods or services to
those who buy for resale or business use. Wholesalers can perform
functions better and more cost-effectively than the manufacturer can.
These functions including selling and promoting, buying and assortment
building, bulk breaking, warehousing, transportation, financing, risk
bearing, disseminaton of market information, and provision of
management services and consulting.

MARKET LOGISTICS
Producers of physical products and services must decide on market
logistics the best way to store and move goods and services to market
destinations and to coordinate the activities of suppliers, purchasing
agents, manufacturers, marketers, channel members, and customers.
Major gains in logistical efficiency have come from advances in
information technology
Situation Analysis Situation Analysis
Hyper competition within airlines industry in Indonesia due to As a new entrant in the industry, Lion Air saw the crisis and
rise of new airlines company after government deregulation in severe competition occurred in Indonesia gave new opportunity
2000. Garuda choose to compete in service area. to grab the price sensitive segment.

Defining Problems Defining Problems

Hyper competition, high fuel cost, on-time performance, Increasing fuel cost, Delayed performance, Consider strategy to
market share declining, and new competitor in LCC. increase market share, Controversies involving the pilots
affected the image of the company, and Low-Cost Carrier
Proposed alternative solutions/recommendations Revolution.
GA supposed to have competitive pricing strategy to achieve
price fairness that perceived to customer by maintaining Proposed alternative solutions/recommendations
quality on-boarding and off-boarding service to conform with Reduce direct and indirect cost, increase route, establish
given prices. integrated marketing channel.

Developing implementations Developing implementations

Cultural transformation from an entranched bureaucratic Reduce cost by standardized fleet (B737-900ER), high utilization,
organization to a more dynamic business culture by improving provide minimal cabin service. Marketing channel strategy by
in Route, Fleet, and Service Quality utilizing Internet to reduce cost and increase market share.