Sales channels to reach your customers
Selling through retailers, wholesalers and other distributors
Selling through an intermediary may be a more cost-effective way of reaching your end-customers than selling to them directly.
If you are targeting business customers who prefer to deal with large suppliers, selling directly to them may not be a realistic option. Instead, you might aim to supply wholesalers who have existing relationships with those businesses.
If individual consumers buy low value quantities of your products, the best option might be to target retailers that sell similar products. Or you might choose to focus your efforts on a relatively small number of wholesalers who can in turn supply your products to many retailers.
Other distribution channels may also reach your end-customers. For example, technology suppliers often sell to resellers who can configure and install the technology to suit end-users’ particular needs.
Managing your distributors
You need distributors who will value your product. If they sell competing products, what will make them push yours?
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Think about how you set your prices. Distributors will be more enthusiastic if they can make a large profit – but setting too low a price will eat into your own margins.
Effective advertising and promotions can be vital. As well as marketing to the distributor, you can promote your products directly to end-customers. Distributors will be keener to stock and sell products that their customers are asking for.
The key terms of the supply relationship should be covered in a written contract. Key issues might include:
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how much stock the distributor will hold
what the distributor will do to promote your products
how quickly you can resupply and minimum order levels
whether the distributor has exclusive rights to your product (for example, in a particular territory)
what happens if either you or the distributor want to end the relationship
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SENSORY BRANDING … future mantra for marketers !!
Most marketing and brand building plans pivot around only two senses: sight and sound. However, according to Martin Lindstrom, Though brand awareness is created, but it gets diluted compared to the rare brands that appeal to all five senses. Lindstrom believes that more marketers need to take their brands imprints beyond the commonly used senses of sight and sound, and capitalise on the stronger impact that they can make the other senses.Example: Rolls-Royce has spent hundreds of thousands of dollars to reproduce the smell of the classic 1965 Silver Cloud RR, and is spraying it into their cars to ensure that they smell like a real Rolls-Royce.Singapore Airlines: Target all five sensesKellogs: Emphasis on the sound of chipsMarriott: SmellIndian Population: The Indian part of the Brand Sense study done by market research agency Millward Brown shows that Indians have over 20per cent more sensory sensitiveness.In Asia, major hotel chains, airline companies, clothing stores, restaurant chains, theme parks, fashion lines and mobile phone brands have implemented the concept of sensory branding with major success. The same is the case for Indian brands. Indians, in fact, are very open towards the sensory way of thinking as they feel it enhances the quality perception of using brands.Comment on the above with examples from different industries where sensory branding has led to ROI?
