B2B Marketing and Marketing Channels

A company may not be appealing to the general public in terms of price competitiveness if it develops a high quality hair dryer that is among the finest in quality but costs significantly more than others. High incomes who can afford it and value the product’s enhanced efficacy are the group most likely to choose to buy it. The general people wouldn’t feel pressured to spend more money than the typical hair dryer does. Only a specific group within the society would be willing to buy this high quality but expensive drier. For this reason, the organization needs to develop a marketing strategy that targets high income earners such as movie stars and models.

The organization should use direct distribution channel, because the market that is targeted is a small section of the society and the firm can reach the majority of members of this class (Ke, 2016). Direct distribution channel will give the organization more control to readapt its strategy to effectively target the small yet very dynamic class of the society (Ke, 2016). Oppositely, indirect distribution is likely to raise the already high cost of the product to the final consumer, which leaves direct contribution as the most suitable choice for managing the final cost of the product.

Selective marketing would be the most appropriate for this new product. Selective marketing is effective as it is utilized to generate interest in a given product without linking it to other products in its category. This helps accentuate the effect of product differentiation in marketing. Since this hair dryer is among the best in performance but very expensive, it means that it may not compete favorably with common hair driers in term of price. As a result, the marketing teams need to differentiate it as a high-end product and target the market segment the high income market segment. This class would buy the best drier in the market even if it costs considerably more than others. As a result both the packaging and the information released to the clientele about it should elaborate the enhanced performance of this drier and its suitability for its use by the target class of consumers. Efforts to disseminate information about this drier with improved efficacy should be targeted to reach the high end individuals such as movie stars and models. This should include using the medium of communication used by this group including their popular TV channels, radio stations and social sites.

Question 2- Marketing cheap laptop computers that have basic functions of ordinary computers

For a company that manufactures exceptionally inexpensive laptop computers that can perform basic functions of a computer, it means that these can be appealing to the general public. The fact that its producer can profitably sell it at $150 means that it is also within the reach of the majority of potential buyers. This is in line with the fact that the manufacturer aims to reach the widest possible market.

Since the characteristics of this product are likely to make it appealing to a large section of the population, it is crucial to market it to masses. Through direct marketing, the organization may be unable to reach its extensive market, which makes it (direct distribution) unfavorable. The organization should focus on getting a marketing avenue that can reach the mass market. Indirect distribution enables the producers to partner with the necessary intermediaries and hence reach and serve a larger market. The manufacturer should adopt product promotion avenues that reach the masses. These include the use of the radio, the TV as well as viral marketing among others. Conducting effective public relations and product promotion can be an effective method of ensuring that large numbers of people learn of the existence of the product and are persuaded to purchases it.

Using direct distribution approaches, such as personal selling would be ineffective since only a small number of people could be reached (Oh, 2016). Simultaneously, distribution part of marketing should also take an indirect approach where the manufacturer should partner with large distribution channels including wholesalers, retailers among other forms of sales stores that can easily be accessed by masses (Oh, 2016). This would be important to ensure that the maximum number of potential buyers can access this product. It is important to note potential buyers may not purchase a product unless it is available/accessible (Oh, 2016). Indirect distribution channel should also include a proper feedback mechanism where potential buyers and even those who end up buying the product can communicate their feedback to the organization. Consequently, the organization is able to continuously enhance its products as well as consumer experience using the information obtained through consumers’ feedback.

In this case, intensive distribution approach is the most suitable. Intensive distribution approach focuses on ensuring that a product is available to the mass market through being in the maximum possible sales outlet. This is suitable for a product that could potentially be bought by a large number of people falling into various demographic groups in a society, like the laptop computer in this case study is.

Question 3-Maketing a company that enables consumers to design their garments but produces these garments and deliver them to consumers for a profit.

For a company that enables consumers to design and customize their clothes that are consequently made by a customized system, it means that such products are targeted for masses. Since the service is internet based and any person with a computer is a target client, it means that the marketing team can reach number of people (Vincent, 2016). This organization allows people to design and customize their jackets, shirts and other items of clothing meaning that a large number of people, from various classes of the society may find it useful. For this reason, indirect distribution channel is the most appropriate, which should be target to reach all internet users as they could be interested in designing and customizing their own garments.

Indirect distribution approach would be the most suitable. When the organization is developing a distribution approach, it should take the above factors into consideration. It takes into consideration the class that may be interested into different types of jackets, shirt and other garments. For this reason, the distribution channel should involve large clothing outlets including boutiques and fashion stores among others where those who design and order their clothing items can collect them conveniently.

Direct distribution approach would be disadvantageous to the organization as it might limit the amount of units that can be distributed to clients. To overcome this challenge the organization may need to invest in developing an expansive distribution channel to ensure that its products are delivered to most of the potential buyers (McDonald & Wilson, 2016). This could be expensive to the organization and could lead to huge sums of money being diverted from further development of the product and enhancement of production capability to developing distribution network for the product.

For this firm, intensive distribution approach is the most appropriate since it specializes in producing products that can be sold to many people. In this approach, the organization should aim at availing its products to the maximum possible number of outlets. This can include making arrangements to ensure that these products can be collected from many boutiques, fashion shops and clothing stores among others.

References

Ke, J. (2016). The Evaluation and Selection of Distribution Channel Model for High-Tech Enterprises. DEStech Transactions on Social Science, Education and Human Science, (eeres).

McDonald, M., & Wilson, H. (2016). Marketing Plans: How to prepare them, how to profit from them. John Wiley & Sons.

Oh, H. M. (2016). The Role of Indirect Customer Management in Export Relationship Marketing: Conceptualization and Propositional Development.

Vincent, L. (2016). Marketing Strategies for Commercialization of New Technologies☆. In Technological Innovation: Generating Economic Results (pp. 257-287). Emerald Group Publishing Limited.