DESIGNING AND INTEGRATED MARKETING CHANNELS:
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Lakme sunscreen use the pull strategy of marketing channel system. In this strategy the manufacturer uses advertising, promotion, and other forms of communication to persuade customers to demand the product. It is appropriate as there is high brand loyalty and high involvement in the category as consumers are able to perceive differences between brands and when they choose the brand before they go to the store.
Channel-Design Decisions: To design the sunscreen lakme analysed the the customer requirements and wants. Accordingly the product is designed and major channel alternatives evaluated.
Some steps are involved in analyzing customer requirement and wants are deciding the lot size, waiting and delivery time, spatial convenience, product variety and service backup.
Next comes the establishing objectives and constraints as channel objectives vary with product characteristics.
Identifying the major channel alternatives on the basis of types and number of intermediaries is the third step which involves exclusive distribution, selective distribution, and intensive distribution.
Lakme sunscreen goes with the Selective distribution which relies on only some of the intermediaries willing to carry a particular product.
E-commerce Practices:
E-commerce uses Web site to transact or facilitate the sale of products and services online. Online retail sales have exploded in recent years. Lakme through various websites facilitate the sale of its sunscreens which is more convenient and easy for the customers as all the product related information is present there on the website.
M-Commerce Marketing Practices:
The widespread penetration of cell phones and smart phones has allowed people to connect to the internet and place online orders on the move.
Lakme sunscreen use the pull strategy of marketing channel system. In this strategy the manufacturer uses advertising, promotion, and other forms of communication to persuade customers to demand the product. It is appropriate as there is high brand loyalty and high involvement in the category as consumers are able to perceive differences between brands and when they choose the brand before they go to the store.
Channel-Design Decisions: To design the sunscreen lakme analysed the the customer requirements and wants. Accordingly the product is designed and major channel alternatives evaluated.
Some steps are involved in analyzing customer requirement and wants are deciding the lot size, waiting and delivery time, spatial convenience, product variety and service backup.
Next comes the establishing objectives and constraints as channel objectives vary with product characteristics.
Identifying the major channel alternatives on the basis of types and number of intermediaries is the third step which involves exclusive distribution, selective distribution, and intensive distribution.
Lakme sunscreen goes with the Selective distribution which relies on only some of the intermediaries willing to carry a particular product.
E-commerce Practices:
E-commerce uses Web site to transact or facilitate the sale of products and services online. Online retail sales have exploded in recent years. Lakme through various websites facilitate the sale of its sunscreens which is more convenient and easy for the customers as all the product related information is present there on the website.
M-Commerce Marketing Practices:
The widespread penetration of cell phones and smart phones has allowed people to connect to the internet and place online orders on the move.
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