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Marketing MIX, Distribution Channel and Media

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ICFAI University
ICFAI University

Key Topics Covered: Marketing Mix: Explanation of the marketing mix and its elements: Product, Price, Place, Promotion. Introduction to the 3 additional P’s: People, Process, Physical Evidence. Distribution Channels: Overview of different distribution channels: direct and indirect. Types of distribution channels: Zero Level: Direct-to-consumer model. One Level: Producer to retailer to consumer. Two Level: Producer to wholesaler to retailer to consumer. Three Level: Producer to jobber to wholesaler to retailer to consumer. Hybrid: Combination of direct and indirect channels. Traditional Media Channels: Various traditional media channels and their characteristics: Television Radio Print (Newspapers, Magazines) Outdoor Advertising (Billboards, Transit Ads) Advantages and disadvantages of traditional media channels. Digital Media Channels: Introduction to digital media channels and their impact: Websites Email Marketing Search Engine Marketing (SEM) Online Display Ads Video Marketing (YouTube, Vimeo) Pros and cons of digital media channels.

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MARKETING MANAGEMENT
MARKETING MIX Marketing Mix is a set of marketing tool or tactics, used to promote a product or services in the market and sell it. It is about positioning a product and deciding it to sell in the right place, at the right price and right time.
Marketing MIX, Distribution Channel and Media
3 MORE P’S People Process Physical Evidence
DISTRIBUTION CHHANEL A distribution channel is the network of businesses, individuals, and intermediaries facilitating the journey of a product or service from the manufacturer to the end consumer. It encompasses the various pathways used to deliver goods to their final destination, such as wholesalers, retailers, and the Internet.
They enable companies to broaden their market access, tapping into diverse customer segments across different regions. Secondly, these channels streamline the product's journey, resulting in operational efficiency and cost reduction. Moreover, distribution partners often possess specialised knowledge and resources that can boost marketing efforts and improve overall sales strategies. IMPORTANCE
TYPES
DIRECT DISTRIBUTION A direct channel allows the consumer to make purchases from the manufacturer. This direct, or short channel, may mean lower costs for consumers because they are buying directly from the manufacturer.
DIRECT DISTRIBUTION EXAMPLE- Company owned outlets Barber providing the services
INDIRECT DISTRIBUTION An indirect channel allows the consumer to buy the goods from a wholesaler or retailer.
ZERO LEVEL DISTRIBUTION CHANNEL This is a direct-to-consumer model where the producer sells its product directly to the end consumer. Amazon, which uses its platform to sell Kindles to its customers, is an example of a direct model. This is the shortest distribution channel possible, cutting out both the wholesaler and the retailer.
ONE LEVEL DISTRIBUTION CHANNEL A producer sells directly to a retailer who sells the product to the end consumer. This level includes only one intermediary. HP or Dell are large enough to sell their computer products directly to reputable retailers. Insurance Policy
TWO LEVEL DISTRIBUTION CHANNEL Including two intermediaries. Companies first sell its product to a wholesaler who then sells to a retailer. The retailer then sells the product to the end consumer. This level is one of the longest because it includes the producer, wholesaler, retailer, and consumer. FMCG Companies
THREE LEVEL DISTRIBUTION CHANNEL This level may add the jobber. This level adds the role of the individual who may assemble products from a variety of producers, stores them, sells them to retailers, and acts as a middle-man for wholesalers and retailers. For example, wholesalers purchase goods from different distributors, like North India Distributors and then pass the goods to the retailers, who ultimately sell the goods to customers.
HYBRID DISTRIBUTION CHANNEL Hybrid distribution channels use both direct channels and indirect channels. A product or service manufacturer may use both a retailer to distribute a product or service and may also make sales directly with the consumer. For example- Samsung, selling directly on their retail outlets and the retailers.
TRADITIONAL MEDIA CHANNELS Media channels that existed before the advent of the internet. Examples: Television Radio Print (Newspapers, Magazines) Outdoor Advertising (Billboards, Transit Ads)
TELEVISION It has been a dominant advertising channel for decades. Examples: Commercials aired during TV programs Sponsored TV shows Product placements within shows or movies
ADVANTAGES AND DISADVANTAGES Wide Reach Visual and Auditory Appeal Established Credibility High Costs Limited Targeting (Difficult to segment) Measurability Challenges
RADIO Radio is an audio medium that transmits sound, typically music, news, and talk shows, to a wide audience. It has been a long-standing channel for reaching audiences through sound. Examples: Radio commercials Sponsored segments Live reads by radio hosts
ADVANTAGES AND DISADVANTAGES Wide Reach Cost-Effective Timely Delivery Flexibility of changing content Lack of Visuals Audience Fragmentation Measurability Issues
PRINT MEDIA (NEWSPAPERS, MAGAZINES) Includes physical publications such as newspapers and magazines, which provide news, features, and advertisements to readers. Examples: Newspaper ads Magazine ads Inserts and coupons
ADVANTAGES AND DISADVANTAGES Targeted Reach Credibility and Trust Tangible Medium(store and share) Declining Circulation (due to digitalization) Limited to one-way communication Cost Considerations
OUTDOOR ADVERTISING (BILLBOARDS, TRANSIT ADS) Using physical spaces in public areas to display advertisements. Common forms include billboards and transit ads on buses, trains, and subways. Examples: Billboards along highways and in urban areas Ads on buses, trains, and subways Posters and signage in transit stations
ADVANTAGES AND DISADVANTAGES High Visibility Continuous Exposure (24/7) Wide Reach Limited Engagement Environmental Factors High Costs
DIGITAL MEDIA CHANNELS Media channels that came with the advent of the internet. Examples: Websites Email Marketing Search Engine Marketing (SEM) Online Display Ads Video Marketing (YouTube, Vimeo)
WEBSITES Online platforms that serve as the digital presence of a business, providing information about products, services, and the brand. Examples: Company websites E-commerce sites Blogs and content sites
ADVANTAGES AND DISADVANTAGES 24/7 Availability Comprehensive Information SEO Opportunities (Drive more traffic) Branding and Credibility Maintenance Costs Technical Expertise High Competition (search engine ranking)
EMAIL MARKETING Involves sending targeted messages to a group of recipients via email to promote products, services, or brand loyalty. Examples: Newsletters Promotional emails
ADVANTAGES AND DISADVANTAGES Direct and personal Communication Cost-Effective Measurable Results Automation Spam Issues Content Fatigue
SEARCH ENGINE MARKETING (SEM) Involves paid advertising on search engines to increase visibility and drive traffic to websites. Examples: Google Ads Bing Ads Pay-Per-Click (PPC) campaigns
ADVANTAGES AND DISADVANTAGES Targeted Reach Measurable ROI Flexibility of changing content Immediate Results Cost Complexity (Requires expertise) Ad Blindness (User ignorance)
ONLINE DISPLAY ADS Display ads are visual advertisements placed on websites, often in the form of banners, sidebars, or pop-ups. Examples: Banner ads Pop-up ads Retargeting ads
ADVANTAGES AND DISADVANTAGES Visual Appeal Targeting Options Brand Awareness Retargeting Ad Blockers Banner Blindness Click Fraud
VIDEO MARKETING Involves creating and sharing video content to promote a brand, product, or service. Examples: YouTube ads Vimeo hosted videos Video tutorials and demos
ADVANTAGES AND DISADVANTAGES High Engagement SEO Benefits Viral Potential Production Costs Technical Skills Bandwidth and Load Times
OUTDOOR ADVERTISING (BILLBOARDS, TRANSIT ADS) Using physical spaces in public areas to display advertisements. Common forms include billboards and transit ads on buses, trains, and subways. Examples: Billboards along highways and in urban areas Ads on buses, trains, and subways Posters and signage in transit stations

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