It was early 2015, and Sudevan Manickan (Sudevan), Head of Business Planning and Analysis at Godrej Appliances Division (GAD), was excited to receive the letter of appreciation and an invitation for the annual event where he and his team would be acknowledged for their achievements in front of the Business Executive Committee. He had a sense of satisfaction as he remembered the journey leading up to the execution of the new channel strategy. Competition from MNCs, the proliferation of products, consumers’ changing preferences, uncertain demand due to seasonal effects, and the rise of new channels in the digital arena had resulted in a complete overhaul of the channel strategy at GAD. Sudevan had spearheaded the initiative over the last three years and implemented the revised strategy by experimenting with innovative ideas.

The event would be attended by board members, top management, and all functional heads. He was contemplating his speech as he wanted to utilize the occasion to lay down his plans for the future scope of improvements in the company’s channel strategy. He was aware of digital marketing, and its potential. He wanted to leverage digital platforms such as smartphones and social media to stay in touch with customers throughout their decision and purchase journey.

a) Explain how product characteristics would influence Godrej Appliances Division’s selection of distribution channel [10 Marks]

b) Discuss the activities of physical distribution that Godrej Appliances Division should consider when moving its products to intermediaries and final buyers. [10 Marks]

c) One of the key factors for success in marketing is an emphasis on consumers’ needs. Briefly explain how consumer orientation would apply to Godrej Appliances Division.

Answer rating: 100% (QA)

a Product characteristics play a significant role in determining the appropriate distribution channel for Godrej Appliances Division GAD Here are some ways in which product characteristics can influen... View the full answer