Marketing Plan focusing on Media Plan for Batiste Dry Shampoo
Distribution Channels Analysis
- PA2
Dry Shampoo Industry’s Channels of Distribution
Major Channel Alternatives
Level 2 Channel
Type of Intermediaries
Industrial Distributors, Retailer
Distribution Strategies
Intensive Distribution - General Brand
Selective Distribution - High-End Brand
Oribe
R+Co
Exclusive Distribution - Hand-made Brand
Lush
The offline channel accounted for the largest share of 87.4% in the year 2018. (Grand View Research, 2019)
Online Channel
Amazon
Target
Source：Repsly
Lush No Drought Dry Shampoo
Major Channel Alternatives
Direct Marketing Channel (Zero-level Channel)
Type of Intermediaries
Company Sales Force
Distribution Strategies
Exclusive Distribution
No opportunities for franchise or wholesale Distribution (Trotter, 2017)
Channel of Distribution
Lush Retail Store
Lush Online Store
Source: Lush
ORIBE Gold Lust Dry Shampoo
Major Channel Alternatives
Level 2 Channel - B2C
Direct Marketing Channel - B2B
Oribe Hair Care is an independent brand with a direct distribution model for top salon owners and stylists (ORIBE)
Type of Intermediaries
Industrial Distributors, Retailers
Distribution Strategies
Selective Distribution
Channels of Distribution
Department Stores
Specialty Stores
Hair Salon
Source: ORIBE
*Church & Dwight’s Batiste Dry Shampoo
Major Channel Alternatives
Level 2 Channel
Type of Intermediaries
Industrial Distributors, Retailers
Distribution Strategies
Intensive Distribution
The Choice of Channel Alternatives
Economic
Industrial distributor are able to make a marketplace more cost-effective and efficient (Iacobucci 2013, p. 127)
Control
Authorized Distributor Policy (Church & Dwight Co., Inc.)
Adaptive
Partnerships with local trusted distributor network in over 130 additional countries. (Church & Dwight Co., Inc.)
The Authorized Distributor Policy requires that you sell the Products only to customers who are classified as “Authorized Resellers.” To become and remain an Authorized Reseller, your customers will be required to abide by the attached Church & Dwight Co., Inc. Authorized Reseller Policy
Authorized Distributors and Authorized Resellers are not permitted to market for sale or sell any Products online on any publicly accessible website without the prior written consent of Church & Dwight (Church & Dwight Co., Inc. Authorized Distributor Policy)
*Church & Dwight’s Batiste Dry Shampoo
Channels of Distribution
Offline Channels
Supermarkets
Drug Stores
Specialty Stores
Discount Stores
Non-store Retailing Methods
Amazon
Jet
Kroger
Beauty Mart Vending Machine (March, 2013)
Source: Batiste
Supermarkets - Walmart, Target, Albertson
Drug Stores - CVS, Walgreens, Rite Aid
Specialty Stores - Ulta Beauty
Discount Stores - Marshall, Dollar General
References
Batiste - https://www.batistehair.com/where-to-buy
Bird. Retrieved March 19, 2020, from https://bird.co
CHURCH & DWIGHT CO., INC. - https://churchdwight.com/international.aspx
CHURCH & DWIGHT CO., INC. AUTHORIZED DISTRIBUTOR POLICY
Dry Shampoo Market Size, Share & Trends Analysis Report By Form (Spray, Powder), By End User (Men, Women), By Distribution Channel (Online, Offline), By Region, And Segment Forecasts, 2019 – 2025 https://www.grandviewresearch.com/industry-analysis/dry-shampoo-market
Lacobucci, D. (2013). MM4: Mason, OH: South-Western.
Lush - https://www.lushusa.com/home
March, B. (2013, January 25). The beauty vending machine! Retrieved from https://www.cosmopolitan.com/uk/beauty-hair/news/a18877/the-beauty-vending-machine/
ORIBE - https://www.oribe.com/carry-us
Sonntag, M. (n.d.). Product Distribution Strategy: The Ultimate Guide [Infographic]. Retrieved from https://www.repsly.com/blog/consumer-goods/everything-you-need-to-know-about-product-distribution
Trotter, C. (2017, November 30). What can you learn from Lush's retail strategy? Retrieved from https://www.insider-trends.com/inside-retail-strategy-lush/