Rutgers University Distribution Strategy Discussion

Read the omnichannel vs. multichannel article link in ‘weekly reading’ section, then compose a discussion post that responds to the following questions:

Here’s an additional helpful link: https://www.omnisend.com/blog/omnichannel-marketing/

1. What is a multichannel strategy? An omnichannel strategy (see link)? Explain the major differences and the advantages of omnichannel distribution for customers. Provide one example of a company with an excellent omnichannel – explain its benefits.

For the next 3 questions, go to this site (former McKinsey Consulting executive): https://www.stratechi.com/distribution-strategy/

2. According to the Stratechi site, what are the benefits of ‘Going Direct’? You must include specific details and explain in your own words (i.e., don’t copy any text from the site).

3. According to the Stratechi site, what are the benefits of ‘Indirect Distribution’? Include specifics, explain in your own words. Contrast with ‘direct channels’

4. According to the Stratechi site (Disruptive Distribution Models) – explain how Dollar Shave Club (watch video on site) entered the market and took Gillette by surprise! What was their value proposition? Why were they able to take market share from Gillette Fusion ProGlide and grow to $65 M in two years ($240 M in five years)? Do a quick Google search and see how Unilever has added ‘indirect channels’ (retailers). Where might you buy these razors now? Why would a very large company like Unilever add indirect channels?

5. Choose any brand and explore all channels (direct and indirect) whether traditional (i.e., retail stores) or non-traditional (websites owned, third-party websites, apps owned, third-party apps, social media). Discuss their rationale for using these channels.

new distribution options (i.e., revenue growth, reach and satisfy new market segments, other). Discuss benefits to customers as well as the company. Assess the omnichannel strategy effectiveness of either the producer or one of the new retail stores.