8 - Distribution - Channel concepts: design, manage, control

Hybrid channels and multichannel marketing - 2 or more marketing channels to reach customers.

Lakme uses - online, retailer like health & glow, fancy stores

Manufacturer selling physical products needs 3 channels - sales channel, delivery channel and service channel.

Marketing flows in Marketing channel for Lakme

Physical flow - When transporters involved at every step of title flow.

MTF - offers consumers max benefit

In the case of Lakme:

ATL (Above the line) - Ad

BTL (Below the line) - Person deployed at the Lakme counter at Health & Glow, in malls.

Direct & Interactive marketing

Direct - Through websites - products can be purchased.

In their official site, they have Sabya (popular designer) write series of blogs.

Interactive - Users provide feedback on products, on official site

Word of mouth marketing

Opinion leaders blogging

People who purchase from flipkart, healthkart etc providing feedback

For Lakme, Distribution can be:

Exclusive: Products sold at Lakme salons or exclusive counters at malls

Selective: Products sold at Health & Glow & select stores

Intensive: Products sold at fancy stores