Designing and Managing Integrated Marketing Channel.pdf

Tired of siloed marketing efforts? Learn how integrated multichannel marketing can transform your strategy!

This presentation unveils the power of connecting your marketing channels (email, social media, website, etc.) into a cohesive experience for your audience. Discover:

What is integrated multichannel marketing?
Why it's crucial for success in today's omnichannel world.
Proven strategies to break down marketing silos.
Tips for crafting seamless customer journeys across channels.
Metrics to measure the impact of your integrated campaigns.
Ready to break through the noise and achieve marketing harmony? Download this presentation and take your brand to the next level!

1. Integrated Marketing Channel
A presentation prepared by:
Inasari Widiyastuti
Designing and Managing
NIM: 2316516
Program Studi Manajemen (S3)
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Manajemen Pemasaran Lanjut

2. Introduction
02
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do you know that...
the way we choose
marketing channel
could impact to the
brand value?
Kim, M., Kim, S., & Lee, Y. (2010). The effect of distribution channel diversification
of foreign luxury fashion brands on consumers’ brand value and loyalty in the
Korean market. Journal of Retailing and Consumer Services, 17(4), 286-293.

3. Marketing Channel
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pre 1960
1970
2021
2014
1995
now and then
•Saluran pemasaran mengalami evolusi makna dari era 1950an
hingga kini.
•Perluasan perspektif pada ekonomi global, organisasi, perilaku,
dan teknologi mempengaruhi evolusi saluran pemasaran (Kotler
et al., 2021; Watson et al., 2015; Vaishnav & Ray, 2023)
•Saluran pemasaran dapat melibatkan beberapa perantara seperti
distributor, wholesale, retail, grosir.
•Dalam prakteknya, produsen menggunakan lebih dari satu
saluran pemasaran untuk mengoptimalkan ketersediaan produk
dan jasa di tangan konsumen.

4. PakarDefinisi Saluran Pemasaran
(Gattorna, 1977)
A marketing channel or distribution channel is the system of interconnected
organizations involved in the process of getting a product or service from the point of
production to the final consumer
(Robicheaux & Coleman, 1994)
A marketing channel refers to the structure through which goods or services move
from producers to consumers. It involves various entities like manufacturers,
wholesalers, retailers, and end customers.
(Rosenbloom, 1999)The external contactual that management operates to achieve distribution goals
Watson et al.,(Watson et al., 2015)A marketing channel refers to the various organizations involved in making a product or
service available for use or consumption.
Kotler and Amstrong.,(Kotler &
Armstrong, 2018)
A set of interdependent organizations that help make a product or service available for
use or consumption by the consumer or business user.
Vaishnav & Ray.,(Vaishnav & Ray,
2023)
A marketing channel refers to the medium of firm-customer interaction, encompassing
online channels like e-commerce websites, mobile sites, and offline channels such as
physical stores, direct selling, and call centers.
Marketing Channel

5. Importance Marketing Channel
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Offer Salesmanship
Increase Efficiency
Push Strategy
Pull Strategy
Menciptakan kanal pemasaran yang
fokus pada konsumen baik dari sisi
pemasaran maupun komunikasi.
Dibutukan kemampuan untuk
memahami konsumen hingga
membangun engagement.
Saluran pemasaran mendorong
efisiensi proses bisnis perusahaan
sehingga dapat meningkatkan
profitablitas dan hubungan antar
perantara serta konsumen.
Strategi promosi ini berfokus pada
mengeluarkan biaya besar untuk iklan
konsumen dan promosi lainnya.
Tujuannya adalah untuk menarik minat
konsumen akhir agar mereka membeli
produk. (Kotler & Armstrong, 2018)
Strategi promosi yang menggunakan
tenaga penjual dan promosi perdagangan
untuk mendorong produk melalui saluran
distribusi (Kotler & Armstrong, 2018)

6. Peran & Fungsi Marketing Channel
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•Membantu penyelesaian transaksi dengan
mengumpulkan dan mendistribusikan
informasi yang diperlukan untuk
perencanaan dan membantu pertukaran.
•Mengembangkan dan menyebarkan
komunikasi persuasif tentang suatu
penawaran.
•Melakukan pekerjaan kontak
(menemukan dan berkomunikasi dengan
calon pembeli).
•Membentuk dan menyesuaikan
penawaran dengan kebutuhan pembeli.
•Melakukan negosiasi untuk mencapai
kesepakatan mengenai harga dan syarat-
syarat lain dalam penawaran sehingga
kepemilikan dapat dialihkan.
•Menyediakan penyimpanan dan
perpindahan produk dan jasa

7. Flows in Marketing Channel

8. Channel Structure
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Consumer Marketing ChannelsThe group of channel members
to which a set of distribution
tasks has been allocated
(Rosenbloom, 1999)
Manufacture
Agent
Wholesaler
Retailer
Consumer

9. Channel Structure
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Industrial Marketing ChannelsServices Marketing Channels

10. Channel Structure
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11. Channel Structure
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12. Marketing Channel Strategy
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Integrated Multichannel Marketing
Designing
Managing

13. Chanel Design Desicion
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Analysing
customer needs
& wants
Establishing
objectives &
constraints
Identifying major
channel
alternatives
Evaluating major
channel
alternatives
1234

14. Chanel Design Desicion
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Analysing customer needs & wants
Customer Segmentation & Customer Value
4P
ProductPromotion
PricePlace
•Geographic
•Demographic
•Behavior
•Psychography
Service/Quality Customer
Price/Value Customer
Affinity Customer
•Lot size (Quantity of purchase)
•Waiting delivery time
•Spatial convenience
•Product variety
•Service back-up
Channel services output

15. Chanel Design Desicion
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Establishing Objectives & Constraints
Marketers should state their channel objectives in terms of service output levels and associated cost and support levels. Marketers can identify several market segments based on desired service and choose the best channels for each. Channel objectives vary with product and service characteristics.
Product Characteristic
•Physical nature
•Technical nature
•Length of product line
•Price and size of
demand
Company Characteristic
•Company reputation
•Financial ability
•Managerial ability
•Extent of channel control
Intermediaries Characteristic
•Availability of intermediaries
•Service ability of
intermediaries
•Costing of intermediaries
use

16. Chanel Design Desicion
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Identifying Major Channels Alternatives
Types of Intermediaries
•Company sales forces
•Manufacturer agent
•Industrial Distributor
Number of Intermediaries
•Exclusive distribution
•Selective distribution
•Intensive distribution
Responsibility of Channel Member
•Price policy
•Condition of sale
•Mutual services and responsibilities

17. Chanel Design Desicion
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Evaluating Major Channel Alternatives
Economic CriteriaControl CriteriaAdaptive Criteria

18. Chanel Design Desicion
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Evaluating Major Channel Alternatives
Robicheaux, R. A., & Coleman, J. E. (1994). The structure of marketing channel
relationships. Journal of the academy of marketing science, 22(1), 38-51.

19. Channel Management Decision
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Selecting Channel
Member
•Number of years in
business
•Other line carried
•Growth Record
•Cooperativeness
•Reputation
Motives Channel
Member
•Coercive power
•Reward power
•Legitimate power
•Expert power
•Referent power
•Channel partnership
Evaluating & Modifying
Channel Member
•Periodically evaluate the
perfomance
•Channel evalution (plan
failed, pattern change,
new competitor)
•Channel modification
•Global channel
consideration

20. Channel Integration System
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•Vertical Marketing System
•Horizontal Marketing System
•Multichannel Marketing System

21. Channel Management Decision
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VERTICAL MARKETING
SYSTEM
HORIZONTAL MARKETING
SYSTEM
Sistem saluran dimana produsen dan
intermediaries bekerja sama untuk
mencapai tujuan bersama.
TUJUAN VPS:
1.Meningkatkan kontrol saluran
2.Mencapai efisiensi
3.Menghilangkan konflik antar
anggota
JENIis VPS:
•Conventional distribution channel
•Corporate VMS
•Administratve VMS
•Contractual VMS
•Two or more company
•Union to become joint
venture
Dua atau lebih perusahaan yang tidak
terkait saling bekerja sama untuk
menggabungkan sumber daya atau
program guna memanfaatkan peluang
pemasaran yang baru muncul. Masing-
masing perusahaan mungkin kekurangan
modal, pengetahuan, sumber daya
produksi, atau pemasaran untuk ber
venturing (berusaha) sendiri, atau merasa
takut akan risiko yang ada.
MULTICHANNEL
MARKETING SYSTEM
•Increase market coverage
•Lower channel cost
•More customized selling
Strategi pemasaan melalui bauran
berbagai saluran pemasaran. Pemasaran
dengan menggunakan berbagai saluran
pemasaran untuk menjangkau konsumen.

22. Managing Conflict, Cooperation, & Competition
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Types of Conflict and Competition
•conflict between channel at same level (HMS)
•conflict between channel at different level (VMS)
•conflict among channel (MMS)
Causes of Conflict
•goal incompatibility
•unclear roles and rights
•dependence of manufacture
•dual distribution
•neglect of company brand
Managing Conflict
•strategic justification
•dual compensation
•superordinate goals
•employee exchange
•joint membership
•co-optation
•diplomacy, mediation, arbitration
•legal resources

23. Integrating Mutichannel System
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•Pemasaran multichannel terjadi
ketika perusahaan menggunakan
dua atau lebih saluran distribusi
untuk menjangkau satu atau lebih
segmen pelanggan.
•Pelanggan dapat berinteraksi
dengan perusahaan secara online
dari desktop atau perangkat
seluler, melalui telepon atau
offline, baik di perusahaan
maupun di toko fisik.

24. Issues in Multichannel Marketing
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Customer Journey
Optimazation Through
Multichannel Marketing
Measuring Integrated
Marketing Channel
Performance
Beragamnya saluran pemasaran menjadikan
konsumen memiliki banyak pilihan untuk
mendapatkan produk/jasa. Bagaimana IMC dapat
menciptakan seamless customer journey sehingga
menumbuhkan trust, engagement, dan konversi.
•Neslin, S. A., & Shankar, V. (2009). Key issues in multichannel
customer management: current knowledge and future
directions. Journal of interactive marketing, 23(1), 70-81.
•Wolny, J., & Charoensuksai, N. (2014). Mapping customer
journeys in multichannel decision-making. Journal of Direct,
Data and Digital Marketing Practice, 15, 317-326.
•Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer
experience throughout the customer journey. Journal of
marketing, 80(6), 69-96.
Bagaimana menentukan metrik dan pengukuran
untuk mengevaluasi efektifitas dan profitabilitas
IMC.
•Brown, J. R., Lusch, R. F., & Nicholson, C. Y. (1995). Power and
relationship commitment: their impact on marketing channel
member performance. Journal of retailing, 71(4), 363-392.
•Valos, M. J., & Vocino, A. (2006). An integrative marketing
channel performance measurement framework. Journal of
Database Marketing & Customer Strategy Management, 14, 17-
28.
•Chen, K., Kou, G., & Shang, J. (2014). An analytic decision
making framework to evaluate multiple marketing channels.
Industrial Marketing Management, 43(8), 1420-1434.

25. Issues in Multichannel Marketing
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Maintaining Brand Value
Across Channels
Role Model of
Intermediaries in
Integrated Marketing
Channels
Technology Integration for
Seamless Campaign
Management
Strategi apa yang digunakan produsen untuk
memastikan pesan dan identitas merk yang
konsisten di seluruh IMC.
•Kim, M., Kim, S., & Lee, Y. (2010). The effect of distribution
channel diversification of foreign luxury fashion brands on
consumers’ brand value and loyalty in the Korean market.
Journal of Retailing and Consumer Services, 17(4), 286-293.
•Ratnatunga, J., & Ewing, M. T. (2005). The brand capability
value of integrated marketing communication (IMC). Journal of
Advertising, 34(4), 25-40.
Bagaimana intermediaries dalam IMC memiliki
objectives yang sama (sales, profit, brand, etc)
ketika konsumen dapat menjangkau berbagai
saluran.
•Kozlenkova, I. V., Hult, G. T. M., Lund, D. J., Mena, J. A., & Kekec, P.
(2015). The role of marketing channels in supply chain
management. Journal of retailing, 91(4), 586-609.
•Giaglis, G. M., Klein, S., & O'Keefe, R. M. (2002). The role of
intermediaries in electronic marketplaces: developing a
contingency model. Information systems journal, 12(3), 231-246.
Bagaimana pentingnya teknologi untuk
mengintegrasikan dan mengelola IMC secara mulus
•Musso, F. (2010). Innovation in marketing channels:
Relationships, technology, channel structure. Symphonya:
Emerging Issues in Management, (1), 23-42.
•Manser Payne, E., Peltier, J. W., & Barger, V. A. (2017). Omni-
channel marketing, integrated marketing communications and
consumer engagement: A research agenda. Journal of Research
in Interactive Marketing, 11(2), 185-197.

26. Let’s Deep Dive