Marketing Channel Strategy

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. 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 cleaners have the largest coupon distribution of any product category (National coupon month marks release of 2002 coupon data, 2003). Additionally, integrated manufacturer/retail promotions will be pursed to increase product exposure, increase sales, and decrease advertising costs. Supermarkets will help pay for advertising the promotions that involve free samples and prizes. In exchange, the supermarkets enjoy better loyalty from their customers and a closer relationship with us as a supplier. The Internet will be used to motivate sales by distributing online coupons.

Catalogs and the Internet will offer discount packages to encourage the purchase of multiple products. Plans for evaluating channel members. Media will be evaluated by demographics and number of subscribers. Coupons will be tracked by source. National retailers will be evaluated based not only on overall sales, but the success of individual promotions. This information will then be used to develop more effective.