sajjad raza marketing
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Presented To:Mr. Sheraz Aslam
Presented By:Sajjad RazaAD-515146
ThanksMr. Sheraz Aslam
ACKNOWLEDGEMENT
DEVELOPING AND IMPLEMENTING DISTRIBUTION
STRATEGY
OUTLINE
AbstractLiterature reviewsIntroductionPractical study Introduction of Cellular telecom industryData collectionData analysisConclusionRecommendationsReferencesAnnexure
Abstract Innovation is a fundamental virtue of marketing. This study is an attempt to understand and explain the
distribution channel structures and relation with distribution channels and sale level and margin level of retailers in cellular telecom industry in Pakistan.
Usual disclaimers associated with qualitative research methodology (Gummesson 1988) apply in this case concerning the generalisability and validity of the findings.
Key words: Marketing Strategy Distribution channels Relation with distribution channels
Literature Reviews
Distribution (place)The process of getting the goods from the manufacturer or supplier to the user.
Distribution strategyManagement’s plan for moving products to intermediaries and final customers.
Distribution channel Path or 'pipeline' through which goods and services flow in one direction (from vendor to the consumer), and the payments generated by them flow in the opposite direction (from consumer to the vendor).
Dictionary of Business Terms
Introduction
Distribution Channel FunctionsDistribution Channel Functions
Risk TakingRisk Taking
FinancingFinancing
PhysicalDistribution
PhysicalDistribution
NegotiationNegotiation InformationInformation
PromotionPromotion
ContactContact
MatchingMatching
Physical Distribution
TruckFlexible in routing & time schedules, efficient
for short-hauls of high value goods
TruckFlexible in routing & time schedules, efficient
for short-hauls of high value goods
Transportation ModesTransportation Modes
• Rail• Nation’s largest carrier, cost-effective • for shipping bulk products, piggyback
• Rail• Nation’s largest carrier, cost-effective • for shipping bulk products, piggyback
WaterLow cost for shipping bulky, low-value
goods, slowest form
WaterLow cost for shipping bulky, low-value
goods, slowest form
PipelineShip petroleum, natural gas, and chemicals
from sources to markets
PipelineShip petroleum, natural gas, and chemicals
from sources to markets
AirHigh cost, ideal when speed is needed or to
ship high-value, low-bulk items
AirHigh cost, ideal when speed is needed or to
ship high-value, low-bulk items
Practical Study
Cellular Telecom Industry
Brief Introduction
Cellular companies that are working in Pakistan Mobilink 1994 (10000 cities, towns, and villages) Mobilink has 29.55 million
customers by July 2009. Ufone 2336 cities of Pakistan, GT Road, Super Highway & Motorway Warid is an Abu Dhabi based mobile telecommunication firm providing
telephony services in Bangladesh, Congo, Pakistan and Uganda. Telenor 2004 www.telenor.com.pk Zong is the first International brand of China Mobile being launched in
Pakistan 95 million mobile connections in Pakistan
Products of cellular Telecom Industry
• Mobile connections Prepaid connections Postpaid connections
• Easy load or Top up• Prepaid Cards• MNP• PCO• WiMax Mobilink infinity
• Utility Bill payment service by Telenor and Zong
• Value added services provides all companies
Distribution Channel of Cellular Telecom Industry
COMPANY
MAIN OFFICES
FRANCHISES
RETAILERS
End Users
Data collection
Questionnaire on distribution channels• Name: ___________ Gender male/female
Age : ___________ No of years company establish: __________ Company:___________ Manager’s level: ___________ Industry:____________
Note: Please tick one• Q.1 What is competition level in your industry?• Q.2 What is sale level of your company?• Q.3 What is profit level of per unit (unit margin) ?• Q.4 Seasonality level? (Are your product seasonal)• Q.5 Number of retailers?• Q.6 Retailers sale level?• Q.7 company (manufacture) retailer relationship level?We gave four choices to all respondents that are High, Medium, Low, or No
Data Collection
Sr# NAME
GENDER
AGE
YEAR MANAGER LEVEL INDUSTRY COMPANY
Q1
Q2
Q3
Q4
Q5
Q6
Q7
1 TEHSEEN BUTT MALE 36 2 FINANCE MANAGER TELECOM ZONG 4 4 2 3 4 3 2
2 NAVEED MALE 28 2 SALES MANAGER TELECOM ZONG 4 3 2 3 3 2 3
3 FAISAL TAJ MALE 25 2 W.I.C MANAGER TELECOM ZONG 4 3 3 4 4 3 4
4 USMAN ALI MALE 26 8 FRANCHISE MANAGER TELECOM UFONE 4 3 3 1 4 4 4
5 KASHIF RAZA MALE 29 8 ZONAL SALES MANAGER TELECOM U FONE 4 4 3 1 4 3 3
6 RAFI SULTAN MALE 32 15 IN HOUSE MANAGER TELECOM MOBILINK 4 4 3 1 4 3 3
7 ZAHID IQBAL MALE 23 15 FINANCE MANAGER TELECOM MOBILINK 3 4 2 1 4 4 3
8 IRFAN MALE 27 15SALES CONTROL
MANAGER TELECOM MOBILINK 4 4 4 3 4 4 4
9 SARFRAZ MALE 38 6 FRANCHISE MANAGER TELECOM TELENOR 4 4 2 1 4 4 4
10 SHAHZAD MALE 30 4 FRANCHISE MANAGER TELECOM WARID 4 3 3 1 3 4 4
Data Analysis
PERCENTAGE TABLE
Q1 Q2 Q3 Q4 Q5 Q6 Q7
HIGH 90 60 10 10 80 50 50
MEDIUM 10 40 50 30 20 40 40
LOW 0 0 40 0 0 10 10
NO 0 0 0 60 0 0 0
FREQUENCY TABLE
Q1 Q2 Q3 Q4 Q5 Q6 Q7
HIGH 9 6 1 1 8 5 5
MEDIUM 1 4 5 3 2 4 4
LOW 0 0 4 0 0 1 1
NO 0 0 0 6 0 0 0
0
2
4
6
8
1 0
Q 1 Q 2 Q 3 Q 4 Q 5 Q 6 Q 7
H IG H
M E D IU M
L O W
N O
0
2 0
4 0
6 0
8 0
1 0 0
Q 1 Q 2 Q 3 Q 4 Q 5 Q 6 Q 7
H IG H
M E D IU M
L O W
N O
Data AnalysisAfter analyzing the data researcher concludes as under:• Responses of Q # 1 indicates that 90 % of the respondent says that competition level in
cellular telecom industry is high and only 10 % respondent says middle level of competition
• Responses of Q # 2 indicates that 60 % of the respondent says that sale level in cellular telecom industry is high and only 40 % respondent says middle level of sale
• Responses of Q # 3 indicates that 10 % of the respondent says that profit level per unit in cellular telecom industry is high and 50 % respondent says middle level of profit per unit and 40% says low profit
• Responses of Q # 4 indicates that 10 % of the respondent says that seasonality level in cellular telecom industry is high and 30 % respondent says middle level of seasonality and 60% says no seasonality level
• Responses of Q # 5 indicates that 80 % of the respondent says that retailers in cellular telecom industry is high and only 20 % respondent says middle level of retailers
• Responses of Q # 6 that 50 % of the respondent says that retailers sale level in cellular telecom industry is high and 40 % respondent says middle level of sale and 10% says low sale level
• Responses of Q # 7 indicates that 50 % of the respondent says that company-retailers relation level in cellular telecom industry is high and 40 % respondent says middle level of company-retailers relation and 10% says low relation level
Conclusion• Competition level is very high in telecom
industry• Sale level of companies is high of Mobilink
and other companies Telenor, Ufone, Warid is medium and Zong sale level is low
• Profit level is medium the cellular companies gave to retailers
• There is no seasonality level in this industry but it effects on happy occasions and holidays
• Mobilink Telenor retailers are high and Warid Ufone Zong retailers are medium
• Mostly retailers sale level is high and some retailer sale level is medium
• Companies relationship is high and some companies relation is medium
Recommendations
• The relation with retailer must be high
• If the relation is good retailer gave good sale level to companies
• Increase the profit level of the retailer
References
• Mobilink, Warid, Ufone, Telenor, Zong managers
• Marketing Text book principles of marketing
• A grounded exploration of sales and distribution channels structures in thirteen industries in India leading to a classification scheme Dr parthap oburai
• Websites• www.wikipedia.com• www.scrbd.com
Annexure
• Article A grounded exploration of sales and distribution channels structures in thirteen industries in India leading to a classification scheme Dr parthap oburai
• 10 solved questionnaires
THANKS
FOR YOUR
NICE PARTICIPATION
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