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Analytic Framework for Channel
Design and Implementation
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What is ideal standard
Ideal Standard Egypt, is a subsidiary company of IdealStandard International, the leading provider of innovative,design driven bathroom solutions There are six Ideal Standardfactories in Egypt, with the first of these having been
established in 1986 to produce premium sanitary wareproducts.
. Since 2007, Ideal Standard International has been anindependent, privately-owned company with head-quarters inBrussels, Belgium. The company operates across Europe, the
Middle East and Africa, and has operation and sales offices inmore than 30 countries and more than 40 factoriesworldwide.
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With bathroom solutions as its core business, IdealStandard provides bathroom furnishings, fixtures andshower enclosures for
residential commercial
institutional buildings
Its products are sold under its strong international
brands Ideal Standard it has 4 factories and 13showrooms it's the beast of 5 company incustomer service in Egypt
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OUTLINE for channel design
DESIGN: Segmentation
DESIGN: Positioning
DESIGN: Targeting
DESIGN: Establish New or Refine Existing
IMPLEMENTATION: Identify Power Sources
IMPLEMENTATION: Identify Channel Conflicts IMPLEMENTATION: Goal of Channel Coordination
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DESIGN: Segmentation Grouping end users in the market by
demands for service outputs help in
defining potential target market segments for
which to design specific marketing channel
solutions
Different end users have different demands
and the responding to those demands
Creates new business opportunities
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> Defining the service output demands (SODs) by segments
Ideal standard
Channel System exist and remains viable through
time by performing duties that:
1-Bulk breaking
2-Reduce end user search(Spatial convenience)
3-Waiting time(delivery time)
4-proudct Varity
5-Custemer service
6-Information provision
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Bulk breaking
1-In the past ideal standard used to deal with thehigh categories of consumer who was seeking forthe special editions now after using the bulk
breaking we decide to manufacture targeting theall level of consumers
2- in ideal standard we can sell pieces of theproduct without hanging with the bulk package
such as selling one piece of"brass fitting -kitchen" instead of selling the all bulk "hole lava -bath &shower"
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2-Reduce end user search(Spatial convenience)
Ideal standard has 17 show rooms all over the
country plus they send samples of all products
to the distributors and retailers and also for
free
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3-Waiting time(delivery time)
1- Ideal standard used to deal with the ordersfrom distributors and inform it to the factory bythe product matching with a very fast timeschedule which reverses on the customerSatisfaction
2-one of our best value is the fast action takingaccording to the customer phone call to our callcenter regarding the maintenance which appears
on once we receive the phone call our responsewill be at next day and the mission is becompleted within two hours maximum
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4-proudct Varity
The product range covers all customers'
needs, and includes vitreous china-ware, brass
fittings, acrylic bathtubs, acrylic shower trays,
acrylic bathroom cabinets and acrylic
furniture.We provide the widest range of
choices in all categories to meet all tastes and
needs
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5-Custemer service
Ideal standard is classified one of the best 5 companies in thecustomer services
One Number for Cairo and all Governorates 19696
Ideal Standard considered as the number one in after sales
service through out Egypt and the first in our field which hadstarted this service in Egypt.
We started with one customer service center in daher and weare now 14 customer service centers 2 in Cairo, 2 in Giza, 1 inAlexandria, Port Said, Mansoura, Hurghade, Sharm El Sheikh,Assiut & Luxor, Tanta and Marsa Alam. In addition , there areseasonal centers in Agami & Marina to serve all the northcoast during summer
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Cont. customer service
Every single product comes with a certificate
of guarantee; which reflects the ultimate
confidence in our expertise; and the standards
we adopt as a multinational manufacturer.
The German quality assurance certificate TUV
and the French NF certificate proof the highly
technical standard we have achieved.
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Advantage of customer service
:
a) Free inspection.
b) Free Hotline (19696).
c) Genuine replacement parts program.
d) Maintenance Staff in any place in Egypt.
e) Punctuality.
f) 14 centers all around Egypt.
g)Well Qualified trained maintenance staff.
h) Follow up with the customer after plumber visit.
i) Receiving phone calls 24 hour
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6-Information provisionIdeal standard depends on the information
which is collected through the marketing team
and also from sales team
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Segment's Relative Importance of Service OutputRange of ServiceOutputs Demanded
"Branded ProductsDelivered"
"LowPrice/Comparisons"
"Fast/EfficientPurchase Process"
Purchaseprocesseasytofind,select & buy
HIGH Moderate HIGH
Purchasesaredeliveredtohome
VERY HIGH Low HIGH
Informationonproduct
usage/needsplanning
Low HIGH HIGH
Fastandefficientbuyingprocess
HIGH Low VERY HIGH
Informationoncomparingandchoosing
Moderate VERY HIGH HIGH
Abilitytosee,touchandinspectproducts
Moderate Moderate HIGH
Absolutelowestprices Moderate VERY HIGH LowExperienceprovides
socialinteraction
Low VERY HIGH Low
Placesellsspecificbrandsdesired
VERY HIGH Moderate Moderate
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SERVICE OUTPUT DEMAND:*
SEGMENT NAME/DESCRIPTOR
BULK BREAKING SPATIALCONVENIENCE
DELIVERY/WAITING TIME
ASSORTMENT/VARIETY
CUSTOMERSERVICE
INFORMATIONPROVISION
1.
2.
3.
4.
5.
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Positioning
TOTAL BATHROOM SOLUTIONS
Our coordinated design collections, sanitaryware, taps and showering systems, bathing and
wellness, furniture and accessories have beenthoughtfully created to achieve a harmony offunction, form and aesthetics
WE STRIVE TOMAKE SURE THAT EVERYTHINGWE DO HAS A POSITIVE IMPACT ON THEENVIRONMENT, PEOPLES LIVES AND PERSONALSAFETY.
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Positioning
We also aim to provide water and energy savinginnovations via our bathroom solutions,continuously finding ways in which we can helpconsumers save water.
SAFETY
We are also vigilant about peoples safety in allaspects of our business. This includes our workplaces which are noted for having worldclass safety standards; our products with featureslike our cool body technology which preventsthe taps from
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Channel Power
Promise
is to agree with distributor to order a certain volume
Is to deal with the distributor that our product is
exclusive only for him
Threat
To agree with the distributor not to show
other competitors products at the same
section
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Channel Power
Legalistic:
Ideal standard agree with the distributor not
to sale directly to the retailers or consumers Request:
Ideal standard agree with distributors to
choose and decide the place of showing theirproducts
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Information exchange :
To agree with distributor that I should collectthe all information regarding the compotator
number of sales
Recommendation:
To agree with the distributor that the warehouse
should be fulfilled with my products in orderto prevent product shortage and to fill thecustomer needs
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SOS &SOD GAPS
NO fleet of transport, but would rely on a resource
in the process of transport, including cause
problems In times of supply and the absence of
its survival in the supply system.
NO stores for all products but depends on the
orders of clients including not allowing the
supply of any product at any time depending onthe production plan and may not achieve
customer satisfaction
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Company depend on information obtained from
the marketing team, sales, and therefore may
cause inaccuracies in the information
market Bear the expenses of the company's very
high in the management of customer service
while he is playing a bigger role than required, a
maintenance process, while it is possible toreduce the role in order to achieve customer
satisfaction and reduces the excess of expenses
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Recommendation
1-the company should have warehouse and do
not depend on production by order
2-to give the chance to direct customer to buyour products with a condition of not less thanthe rate of the distributor
3-the company should own their product
transportation not to depend on secondparties
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The company should change the customer
(service strategy .