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."