channel design homework


You are an entrepreneur who has developed a new form of soda. Based on your expertise in flavor formulation, you have gained significant venture capital support and are planning to sell the product nationwide, but your entire company consists of the 4 people who work with you in development. You have contracted exclusive production and now face the task of channel design for the new product to assure all possible outlets. You have to think through all the possible outlets for single serve soda and consider what it would take to get your product in those outlets.

  • List the types of outlets where your customers might purchase your soda.
  • List all the marketing intermediaries [not complete supply chain] you need in order to reach these outlets.
  • Consider in detail what functions would each intermediary perform to add value to the channel?
  • Draw the marketing channel of distribution from your company to the end user.

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