The Influence of Intrabrand Competition and Distributors’ Power On the Trade Marketing Strategy of Shampoo Suppliers
Date Issued
2006
Date
2006
Author(s)
Wu, Mei-Yu
DOI
zh-TW
Abstract
The research investigates the influence of intrabrand competition and distributors’ power on the trade marketing strategy of shampoo suppliers. There are many factors in intrabrand competition such as the expansion of product lines and co-work distributors. The distributors’ power includes the channel brand and power.
The research goes a step further to analyze the trade marketing strategy between shampoo suppliers and distributors. The research result is based on the interview of four shampoo suppliers and the marketing questionnaire data of 19 shampoo suppliers.
The result reveals that in the aspect of intrabrand competition, diverse developing product lines can satisfy different consumers’ demand in different channels and let suppliers be able to supply more kinds of promotions. In order to decline the bad effect from inter-channel competition, shampoo suppliers should provide different preferences, product packaging and resources to each distributor. This way can decrease the price competition among different channel systems or members in the same distributing system.
In the aspect of distributors’ power, the development of channel brand influences less on the trade marketing strategy of shampoo suppliers. But when the uniqueness of distributors’ stores is high, it can attract the target customers. When the famous and trusty of distributors are high, it can also increase the amount of coming customers and exposure of its products. The research result also indicates that the co-work frequency of trade marketing promotions will increase when the strategy correspondence between distributors and shampoo suppliers is higher.
Subjects
品牌內競爭
連鎖通路力量
通路行銷策略
產品線延伸
通路間競爭
通路品牌
通路權力
intrabrand competition
distributor power
trade marketing strategy
expansion of product lines
inter-channel competition
channel brand
channel power
Type
thesis
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