MARKETING CHANNEL

What product?

• We are going to study the Lancer

 Do we need a channel partner?

• The manufacturer is new to this business.

• Poor reputation of the product.
• No previous relationships with retailers.
• Low state of economy
• Reduce the risk.
 Channel Partner
So, we need some company to cover those
drawbacks. A company like:

SARMADY

– They already established relationships with those

retailers, besides their digital marketing
capabilities are quite broad
 What will Sarmady do?
• Selecting outlets (selective distribution) like :
 El Malek Cars
 Al Qersh Cars
....Others
• Analysis and Planning: identify timing of
marketing initiatives throughout the year,
along with estimated expenditures.
• Social Media
• Webcasts and live events
 How will Sarmady benefit?
(Horizontal Integration)
• They will have a share of the annual income.
• Their logo will be carved on the interior
backseat.
• Their software or applications will be put in
some of the manufacturer’s cars through
tablets or screens.
 Why selective distribution?
• The manufacturer is targeting the youth and
women.
• Retailers like Al-Qersh is famous among the
youth.
• A survey was conducted and showed that women
are quite more than men in those areas.
• Reduce the risk, as the product is new to the
market.
• Good control over those few retailers.
 Channel diagram

B2B
Manufacturer Partner

Retailer Retailer
B2C : Indirect 1 2