Marketing Channels

Rafsan Elahi (RFE)

MKT 450
Name ID Serial No
Tahmid Hossain 1110451030 1
Jasmin Juthy 1130606030 4
Md. Riyad Rahman 1130732030 5
Ayon Ahmed 1221072030 8
Md. Masudur Rahman 1330502030 18
Sangita Roy 1410169030 23
Jannatul Ferdous Roshni 1420446030 32
 Store profile

• Location: Shawrabazar, kuril chou-rasta

• Advantage: located in front of the bazar
• Size: medium
 Customer Profile

• Age: 25-60
• Socio economic: middle and upper middle class
• Price sensitive
• Area targeted: shawrapara, kuril chourasta
• Target customer: male and female
 Design of Distribution Network for Keya Soap

• Distribution Channel Intensity

Intensive distribution
 Where keya soap is distributed through many outlets all over Bangladesh
 Consumer will find the maximum product in this distribution channel intensity
 Distribution Channel

A single channel distribution for Keya Soap

• Based on customer demand and selection range

• Price and size
• Distribution
• Flavour of the soap
• Maintaining supply cost
 Intermediary

Intermediaries plays an important role to make it possible for the product to transfer it from
the manufacturer to the end user.

The four basic types of marketing intermediaries are;

Agents
Wholesalers
Distributors
Retailers
 Selection criteria for intermediary

As a channel manager it’s crucial that find the right intermediary for transfer the
product to the end user. Before hiring any intermediary need to make sure some
following criteria:

• Reputation of intermediary in the market and customers

• Financial background
• Skills and experiences
• Knowledge of product and market
 Conflict Resolution strategy

Compromising Collaboration

Accommodation Avoidance Competition

 How resolve the
Keya soap problem?
Advice to retailer Offering the
and motivate higher
customer about the demanded
01 product good product with
quality bundle
packaging
02
Cut the product Customer loyalty
actual cost which is and shared values ,
soon expire and also use push and
03
take a premium pull strategy
place for the
05 04 particular product
placing
 Types of Wholesaler
• Merchant wholesaler: We will be using merchant wholesaler basically.
Merchant wholesalers help move goods between producers and retailers
and the advent of modern technologies help them do this more efficiently.
• A wholesale merchant operates in the chain between producer and retail
merchant.
• Some wholesale merchants only organize the movement of goods rather
than move the goods themselves.
 Types of Wholesaler

• Specific Product Wholesalers

We can also use specific product wholesaler who only supply our Keya Soap.
They may supply several brands but only within one product category.
Manufacturers often use this type of wholesaler to distribute one or more of
their targeted products.
Thank You