Marketing ChannelsCamila Fernandes Bento

Lynn University

Successful value creation depends on successful value delivery...

Summary

• Marketing Channels and Value Networks….…….…………….……………….…04

• Products: Seasoning Blending………..………………….……………………….….07

• Products Definition…………………………….……….………………………….…08

• Consumer Marketing Channels.………….……….…..……………………….……10

• Consumer Marketing Channels – Seasoning Blending….……..…………....……13

• Conclusion……………………………………………………………………………..15

• References…………………………………………………....…………………..….…17

Marketing Channels and Value Networks

Marketing channels decision is a critical process of choosing the right distribution

system for delivering products and services to target markets. This process can impact

brand presence and market share alike.

Most producers do not transact their goods directly to final consumers. There is one

or more marketing channels between manufactures and final users.

“Think of a channel as a pathway to customers. (...) Employing other business

entities as part of a sales, delivery, or service effort – increases your ability to reach and

influence target markets.” (Anselmo, 2010, p. 91)

Marketing Channels and Value Networks

Why would a producer delegate some of the selling job to intermediaries,

relinquishing control over how and to whom products are sold? Through their

contacts, experience, specialization, and scale of operation, intermediaries make

goods available and accessible to target markets, usually, more efficiently than the

producer can achieve on its own. Many producers lack the financial resources and

expertise to sell directly. (…) It is easier to work through the extensive network of

privately owned distribution organizations. (Kotler & Keller, 2012, p. 199)

Products: Seasoning Blends

Products Definition

Products: Seasonings Blends

Flavorgod Mrs. Dash

Products Definition

Flavorgod seasonings are one of the most talked

about food products on Instagram nowadays.

Created by chef Chris Wallace, they are the go-to

spices for many people following vegan, paleo and

low-calorie diets. These seasoning mixtures are all

chemical-free, ground fresh to order, and without

MSG (monosodium glutamate).

Mrs. Dash are salt free granulated mixtures of

dried herbs and spices which are sold in small

plastic shaker bottles. The product line was

originally developed by Carol Bernick, now she is

the executive chairwoman of the company. Mrs.

Dash is a brand name of seasoning marketed by

B&G Foods.

Flavorgod Mrs. Dash

Consumer Marketing Channel

Consumer Marketing Channel – Seasoning Blends

Consumer Marketing Channels

The producer and the final customer are part of every channel. The number of

intermediary levels designates the length of a channel. Channels conventionally relate a

forward movement of products from source to consumers.

“A zero-level channel, also called a direct marketing channel, consists of a

manufacturer selling directly to final customers (…). A two-level channel contains two

intermediaries (…), these are typically a wholesaler and a retailer.” (Kotler & Keller,

2012, p. 200)

“When planning your placement strategy, choose channel partners based on their

connections with those customers whom you cannot reach or influence yourself.”

(Anselmo, 2010, p. 101)

Consumer Marketing Channels

Manufacturer

Consumer

0 - level

Manufacturer

Consumer

Wholesaler

Retailer

2 - levels

Manufacturer

Consumer

Retailer

1 - level

Manufacturer

Consumer

Wholesaler

Retailer

Jobber

3 - levels

Producers should determine what characteristics distinguish the better

intermediaries: number of years in business, other lines carried, growth and profit

record, financial strength, cooperativeness, reputation, size and quality of the sales

force, and delivery time.

Consumer Marketing Channels

Wholesale

• Wholesalers deal in high-volume orders. They are often the first point of entry for products on their way to market. They typically purchase and resell goods as they are.

Jobber

• Jobbers bridge relationships between buyers and sellers, in exchange for a commission.

Retailer

• Retailers purchase products, mark up pricing to cover their costs, and them distribute those products directly to consumers.

Consumer Marketing Channels – Seasonings Blends

Flavorgod products can be purchase exclusively

online, from their own website.

Shortly after I created these seasonings, I began

selling them at local farmers markets. My

seasonings are crafted with care and shipped to

countries all over the world. I am not a huge

corporation. I am one man with a dream (…).

(Wallace, 2012)

B&G Foods Inc. and its subsidiaries

manufacture, sell and distribute a diversified

portfolio, branded shelf-stable foods across the

United States, Canada and Puerto Rico. Mrs. Dash

products can be purchase online and in stores, such

as Publix, Walgreens, Family Dollar, Winn Dixie,

Target, Walmart, Costco, etc.

Flavorgod Mrs. Dash

Consumer Marketing Channels – Seasonings Blends

Where can you buy them? Where can you buy them?Manufacturer

Consumer

Wholesaler

Retailer

2 - levels

Manufacturer

Consumer

0 - level

…

www.mrsdash.com

www.flavorgod.com

Flavorgod Mrs. Dash

Conclusion

Chris Wallace began making these seasonings

in 2012, his goal is to keep seasonings chemical and

filler free, keeping low salt levels, and always

staying true to the herbs and spices that he uses.

“Once you place your order, please allow us

those 10 days to make your items FRESH for your

specific order, and then send tracking to the email

you used at checkout.” (Wallace, 2012)

Mrs. Dash has been a favorite in American

kitchens since its introduction in 1983. The pioneer

of salt-free seasonings, Mrs. Dash is one of the most

recognized brands in the seasonings blends

segment. Today, Mrs. Dash Seasoning Blends are

available in 14 different varieties that add flavor to

foods. Mrs. Dash is now the most popular salt free

seasoning in the market.

Flavorgod Mrs. Dash

“Adding more channels can increase market coverage, lower channel cost, and customize selling.” (Journal of Marketing, 2007)

References

Anselmo, D. (2010). Marketing Demystified. McGraw-Hill Companies, Inc., US.

Flavorgod. Retrieved February 12, 2016, from https://flavorgod.com/

Journal of Marketing. (2007). Multichannel Shopping: Causes and Consequences, 32, p. 114.

Kotler, P. & Keller, K. L. (2012). A Framework for Marketing Management (fifth edition).

Pearson Education, Inc., Upper Saddle River, NJ: Pearson Prentice Hall.

Mackay, C. (2011). Effective Marketing. Catriona, In Easy Steps Limited, UK.

Mrs. Dash. Retrieved February 12, 2016, from http://www.mrsdash.com/