Building Channel Strategies and Alliances in Food Distribution

Abstract

A marketing channel is a set of interdependent organizations involved in the process of making a product (commodity) available for use or consumption. A marketing channel is not just one firm doing its best in the market-whether the firm is a producer, wholesaler, or retailer. Many entities are typically involved in the business of channel marketing. Each channel member depends on the others to do their jobs. For a branding professional, running a marketing channel is a process, not an event. Distribution frequently takes time to accomplish, and even when a sale is finally made the relationship with the consumer is usually not over. The purpose of channel marketing is to satisfy the consumers in the market. Their goal is the consumption of the commodity being sold. A producer who sells through distributors to retailers, those who serve the final consumers, may be tempted to think that it has generated sales and developed happy customers when its sales force successfully places a product in the distributors' warehouses.

A importância do marketing na incorporação de empresas familiares no mercado de ovos

“…As relações públicas são imprescindíveis na construção da imagem de uma marca de ovos. Participar de eventos, feiras e exposições do setor pode gerar visibilidade para a empresa e fortalecer sua reputação (Lee, 2021). Emitir comunicados de imprensa sobre iniciativas relevantes, como parcerias com organizações de saúde, pode aumentar a credibilidade da marca.…”