Building âdoor to doorâ marketing channels: The danone project

Matheus Alberto CÃ´nsoli; Marcos Fava Neves; Marcos Angeli Ghisi; Frederico Fonseca Lopes; Douglas Oliveira

Building âdoor to doorâ marketing channels: The danone project

äºDynamics in chains and networks

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Matheus Alberto CÃ´nsoli

Matheus Alberto CÃ´nsoli ¹University of SÃ£o Paulo, FEARP - School of Economics and Business, PENSA, Av dos Bandeirantes 3900, 14040-900 RibeirÃ£o Preto - SP - Brazil

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Marcos Fava Neves

Marcos Fava Neves ¹University of SÃ£o Paulo, FEARP - School of Economics and Business, PENSA, Av dos Bandeirantes 3900, 14040-900 RibeirÃ£o Preto - SP - Brazil

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Marcos Angeli Ghisi

Marcos Angeli Ghisi ¹University of SÃ£o Paulo, FEARP - School of Economics and Business, PENSA, Av dos Bandeirantes 3900, 14040-900 RibeirÃ£o Preto - SP - Brazil

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Frederico Fonseca Lopes

Frederico Fonseca Lopes ¹University of SÃ£o Paulo, FEARP - School of Economics and Business, PENSA, Av dos Bandeirantes 3900, 14040-900 RibeirÃ£o Preto - SP - Brazil

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Douglas Oliveira

Douglas Oliveira ²ESPM - Escola Superior de Propaganda e Marketing, Rua Ãlvaro Alvim, 123. Vila Mariana. SÃ£o Paulo - SP CEP: 04.018-010, Brazil

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Page Range:: 584

DOI:: https://doi.org/10.3920/9789086865260_069

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In framing marketing channels, businesses need to make choices about market segments, marketing flows and channel members. Furthermore, the decision making process will define how basic services like bulk breaking, spatial convenience, reduction of wait or delivery time, and variety and assortment of products will be performed.

The goal of this paper is to describe the framing case of Danone door-to-door, a leader in the yogurt market that broadened market performance through the consumer direct channel sales in the beginning of 2003. The theoretical base of the channel structure was related to the practical development of a new channel structure by Danone.

The paper makes use of main market and competition analysis conducted with available market information, secondary data and player interviews. We also emphasize the main channel decisions related to the needs of consumer service, channel objectives, managerial decisions on the distribution channel and the chosen door-to-door Danone frame.

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Dynamics in chains and networks

ISBN:: 9789086865260

åºçç¤¾:: Wageningen Academic

å°å·åºçæ¥æ:: 10 Oct 2004

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Building âdoor to doorâ marketing channels: The danone project

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Building âdoor to doorâ marketing channels: The danone project

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