Marketing Channel Strategy Term Paper

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Marketing Channel Strategy

The marketing channel(s) that will be used to distribute the product and the reason why these channels were selected.

In order to have the widest possible consumer reach, the household cleaning products will take advantage of the media, national retailers, catalogs and the Internet as distribution channels.

Objectives of each channel selected.

The major objective of the media will be to achieve brand equity, a key success factor for any consumer product. Busy consumer now expect multiple benefits from cleaning products such as prevention of build-up, protection of surfaces and the ability to stretch the amount of time in-between cleanings (Household cleaning products, 2004. Thus, the media is an essential vehicle to communicate this message. National retailers are expected to be the large source of actual sales volume.

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Particular attention will be given to supermarkets, the leading channel for household cleaners (Household cleaning agents, 2004). In addition, discount and dollar stores will also be emphasized to reach lower income purchasers. Catalogs and the Internet will be used as a way to reach convenience shoppers and to expand reach to areas lacking national retailer distribution. In addition, to encouraging direct purchases, both of these channels will be used to promote purchases at retailers.

Plans for managing and motivating the channel members.

Nothing will motivate the retail distribution channel more than high-volume sales that utilize valuable shelf space as efficiently as possible. In this endeavor, coupons are essential because household….....

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