EICHER MOTORS CHANNEL DESIGN- CASE ANALYSIS

Canada goose inc. : At a retail crossroads(CASE ANALYSIS)

ObjectiveTo cement the position of Canada Goose as a Market Leader in premium woolen jacket market without deviating from existing marketing strategy and also taking independent retailers along with them.

Possible AlternativesTieup with Asmuns Place- Premium Canadian Specialty store for Men and Women (10 in nos)Tieup with Levines Menswear- Premium Menswear retail chain (20 in nos)Tieup with Both large retailersContinue with existing independent retailers only

Tie-up with Asmuns Place UpsidePerceived as place with Hi-end brands and ProductsAccess to 10 retail stores in upscale malls and complexes (5% sales contribution)Immediately keep Womens clothing and may keep Menswear in near futureDownsidePromotion of Goose products along with other productsExclusivity- condition of keeping menswear (no Levines menswear), lesser controlLimited range (3-5) and smaller upfront order

UpsideAccess to 20 retail stores, high-quality menswear products (expanding to 40)Wealthy clients (no discounting)Ready to sell full range as well as new products (prototypes)DownsideExpensive sales rep reqd (may result in conflict with other sales reps at lower salary)No experience of serving such a large chainTie-up with Levines Menswear Tie-up with Both chainsUpsideAsmuns for womenswear and Levines for menswear (access to 30 upscale retail stores)Premium clients (cost not a factor)DownsideLater on, Asmuns request for menswear can spoil relation with Levines Resistance from independent retailersOverexpansion resulting in dilution/ market-saturation

UpsideStrong relationship and control over channelAlignment with brand imageDownsideDifficult to get intensity in coverage (North Face will take the market share)Premium clientle not been addressed

No Tie-ups, continue with independent retailersRecommendations

Tieup with Levines Menswear onlyMore control compared to AsmunsPolicy of No discountingFocus on New offerings as well as Hi-end products (may be exclusive)Reaffirm commitment to independent retailers (including Westbrooks)Convince them that tieup with Levines will strengthen the brand and inturn facilitate their sales (take ex of North Face)Commitment of Parity in margin and promotional schemes/offersExpand Online Retail Partners Strict No Discount Policy, monitor and cancel license, if found guilty Knowledgeable, learned, price-insensitive customers

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