CASE ANALYSIS ON
THE CUSTOMER HAS ESCAPED
Submitted by:
AbhineetLouis : UH16064
Adarsh Golchha : UH16066
AmareshGourav: UH16068
AnshumanMishra : UH16071
Balachander Ramachandran: UH16073
DebaprasannaPuhan: UH16076
EVERY COMPANY MAKES
CHOICES ABOUT THE
CHANNELS IT WILL USE TO GO
TO MARKET
Previously, customers used to accept and receive
advice on the size, style, or purpose of a product
from the store sellers.
Personalized services
Bargain hunters
NOW THE TREND HAS CHANGED
Internet, Marketing, and Ads
The channels that the customers use can be
through a catalog or through calling a travel
agent for advice about airfares
The result is that companies are left with
stranded assets
It also results in having highly trained but
underused salespeople
THE UNFETTERED CUSTOMER
More adversarial shoppers
More strategic
Better equipped with information and technology
to make advantageous decision
BUYING PROCESS
FOUR KINDS OF BUYERS
Habitual shoppers
High value deal seekers
Variety loving shoppers
High involvement shoppers
BUILDING NEW PATHWAYS
Once understanding the various paths buyers
follow, you have the necessary insight to design
profitable channels
The purpose of go-to-market strategy is to guide
customers to your preferred pathways
Pathways reflect the customers behavior
provide a link between the different activities
along the path
companies now add feature on their websites to
move customers from the preferences stage to the
purchase stage
What is the meaning
of open and the
captive Go-to market
system?
OPEN OR CAPTIVE GO-TO-MARKET
SYSTEM
Customers freedom of choice Act as their own
general contactors. Unbundling your companys
offerings
Buying cars require High involvement and time
Toyota provides a link form its website to one
operated by Edmunds, a trusted car ratings
source
THE CAPTIVE MARKET
Providing strong incentives
No choice but to use a designated pathway
eventually buying their product or using their
services.
serve variety seeking customers
they can purchase items in stock or use an Internet kiosk
to place an order from Staples.com
Staples invested a lot to support this full service channel
and it had a positive effect on the revenues
WHAT ARE YOU CAPABLE OF?
Two main questions?
what are the variables that you should consider
while designing the channel of distribution?
What are your companies internal strength ?
WHAT VARIABLES MUST BE
CONSIDERED IN SELECTING OR
DEVISING THE MOST EFFICIENT
level of production and service integration
CHANNEL TO THE MARKET ?
Assortment Requirements
Product Availability
Product Quality Assurance
What's your company inherit strength?
Unique Product
or Process
Strong Customer
Relationship
SPECIALIZING IN ONE PHASE OF
DISTRIBUTION
Open channel Products
Process competence
COORDINATING THE
INFORMATION FLOWS OF MANY
SPECIALISTS
Open channel
Customer relationship
COMBINING SEVERAL CHANNEL
ROLES
Captive strategy
Unique product or process
EXPLOITING CUSTOMER
RELATION SHIP
Captive strategy
customer relationship
MAKING IT WORK
A shared understanding
Cross-channel performance metrics
New management information
Targeted education and learning
LEARNING OUTCOMES
past trend
consumer purchasing behavior
fixed channels
company controlled
Customer satisfaction
Loyalty
No bargain
However, there is the change in this trend that
affect the company a lot.
The consumers are looking and searching for
better deal either through Web site, catalog,
or shops. They do not stick only to one source
of marketing channel like before.
CONTD
Marketers
adapting, changing, and increasing
the companys channel
Web-based channel,
catalog,
They also need to try to reduce the costs and
expenses in order to be competitive with other
companies.
When companies connect with customers
emotions, the payoff can be huge.
CONCLUSION
The Golden rule
The target market's needs and wants should
drive the manner in which the channel
manager shape the design of firms marketing
channels
RULES
Its not a complaint, its a concern
Take control: you have an opportunity, not an outcome
Always reply on time ( Sentimate, Chronology, Premium)
Manage the process Publically, Customers Privately
Embrace responsibility
Help them figure out what they want
Dont let them Get away
"The art of statesmanship is to foresee the
inevitable and to expedite its occurrence."
