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3.8 - Canales de distribución: una entrevista con Maria Teresa Aranzabal.

Course video 26 of 41

Objetivos de Aprendizaje • Presentar el concepto del Marketing Mix, los 4Ps y su rol en el proceso del Plan de Marketing. Largo plazo vs. Corto plazo, la estrategia vs. la táctica de su Plan de Marketing • Entender la relación entre decisiones del Marketing Mix y las de la Estrategia de Marketing (target segment y posicionamiento) • Entender decisiones sobre marca y producto dentro del Plan de Marketing • Analizar la estrategia de pricing y las tácticas del Plan de Marketing • Hablar sobre decisiones de canales de distribución dentro del Plan de Marketing • Definir la campaña de comunicación de tu Plan de Marketing Al completar este módulo, podrás… • Demostrar entendimiento del concepto del Marketing Mix • Saber integrar y definir el producto y decisiones de branding en tu Plan de Marketing • Describir el criterio principal de pricing y buscar una estrategia adecuada para tu Plan de Marketing • Distinguir entre objetivos financieros y no financieros y poder identificar Distinguir entre objetivos financieros y no financieros y poder identificar algunos de los objetivos financieros y no financieros más utilizados en un Plan de Marketing • Definir una campaña integrada de comunicación para tu Plan de Marketing

El plan de marketing

IE Business School

Curso 4 de 5 en Estrategia de marketing Programa Especializado

¿De qué sirve una estrategia de marketing perfecta sin saber cómo actuar e implementarla en el mercado? Definiremos la estrategia y el marketing mix que tu producto / servicio o marca deben seguir. El plan de marketing incluye la estrategia de marketing y el plan para implementarla. En el desarrollo del plan de marketing, tendrás que responder a preguntas tales como: ¿Qué mix de marketing se ofrecerá y para quién? ¿Qué recursos de la empresa se necesitarán? ¿Qué resultados se esperan? Después de aprender los fundamentos de la gestión de marketing y los componentes clave del diseño de la estrategia de marketing, este curso sobre plan de marketing combina todos los conceptos para aplicarlos en una forma práctica.

Impartido por:

Ramon Diaz-Bernardo
Associate Professor

Transcripción

[MUSIC]

Hi, I'm here today with Maria Teresa Aranzabal,

which is a Professor Marketing at IE Business School.

And she's an expert in distribution channels,

so she's going to help us introduce the distribution channel strategy.

That as you know, is part of the marketing mix and

of course, part of the marketing plan.

Hi Maria, how are you?

>> Hi Ramon, very well.

>> I would like to ask you today, what do you consider necessary

when putting together a marketing plan concerning the distribution channel and

retailing strategy?

>> Okay, first of all, I want to explain the role of marketing channels.

They do perform a role of moving products and

services from the manufacturers to the clients or consumers.

So there are at least four aspects that we need to consider.

The first one, we'll need to start with the customer needs.

What do they want?

Afterwards, we have to establish our objectives.

What do we expect from our channels?

Then we need to set or we need to find out what are the alternatives that we have.

And finally of course, we have to evaluate.

>> Good, so it's going to be an interesting journey until you find

the distribution channel strategy.

My second question will be,

is there a checklist that we can define of things that you have to

consider when doing the distribution channel strategy in a marketing plan?

>> Okay, we have always to remember that we have to know to whom

we're going to make accessible these types of products or services.

Then you would have to set out the objectives.

We will have to take into account the nature of our company.

What type of products we have.

Also how is the environment, the type of competitor we may have.

>> Mm hm.

>> And when we start to think about the alternatives,

we need to consider at least three aspects.

The number of channels that we can use.

So in that case, having many channels can have advantages,

because their reach can be big.

But it has the disadvantages that we can have conflict, so

we have to find out, no, what an equilibrium.

So, there may be several levels or numbers of channels and

these can also be dated or undated.

So, we have to consider also this aspect.

If, depending on the type of customer that we have,

we will have to decide how they are going to be.

And there is another issue to consider also.

That is, if we are going to have a channel where we have

not only many intermediaries.

But, we are going to have a very extensive distribution.

So then, we are talking about intensive or

if it's going to be something very exclusive.

We also have to decide, what are going to be the terms and responsibilities.

If we are going to have a pricing policy.

The level of service that we should give.

The territory exclusivity that we should have.

When we talk about the evaluation, we need to evaluate it at least in three aspects.

The economical aspects, if we actually our results.

The control issues, should we give more control to our or not.

And there is a third aspect and that now is becoming more important.

That is the adaptability, because channels and companies,

we are becoming much more global.

So, it's very important that since the distribution channels are usually long

term, to make sure that they can adapt over the time.

>> Okay, so it seems like this is going to be a long-term decision, so

it's better to think carefully.

And consider all the things that my team was mentioning

when deciding the distribution channel strategy.

One final question.

Just give us some ideas about trends in the distribution channel and retailing.

A strategy that should consider when doing marketing plan.

>> Okay, there is some of them that they are trained

that are general trained not only in distribution.

One of them of course is Internet is changing everything and

is not only that is a distribution channel, no.

Also, we're using internet in many other aspects that are helping the companies.

We have another issue.

That is of course, the client.

We are in the age of the customer, so we have to always

focus on what the customer wants and we have to satisfy this customer.

We have the data, so

we have to be able to use that data to get good insights on our customers.

Of course, with all these changes, there are another two issues that one,

of course, is globalization.

We are going everywhere, expanding everywhere, and even the sourcing

we are getting it comes from different countries, and we need a new culture.

>> Mm-hm.

>> And this culture is also related with a responsibility that companies want and

even the customers with the environment.

And the final one could be the operations.

From the operational point of view, it would mix it with the knowledge and

internet.

There are also big changes going on.

>> Good.

>> And there is one very important thing that I want to tell you just to

summarize, no?

We have to always think first in the consumer.

And then, we will be able to design the adequate

channel to distribute then the product and services.

>> Good, interesting trends and

it's been a very interesting discussion, thank you, Maria.

If you want to know more, if you want to explore more of the distribution channel

and retailing strategies.

I advise you that we have another course,

which is distribution channel and retailing.

Which is part of the marketing mix implementation especialization,

that I think will be very interesting.

Like I was saying,

if you want to know more about this specific field Thank you very much.

>> Thank you, Ramon.

[MUSIC]

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