Disttibution Channels, IMC Plan and IMC Budget - Lisa M Iodice

Disttibution Channels, IMC Plan and IMC Budget - Lisa M Iodice

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White Glove Module 9 – Channels of Distribution, IMC Plan & IMC Budget Lisa M Iodice
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Module 9 – Channels of Distribution, IMC Plan & IMC Budget Lisa M Iodice MKT-500, Professor Lester Wills VII. Channels of Distribution By offering our service directly to consumers at Home Depot stores, we will be fulfilling the responsibilities of a direct channel service provider. Our physical facility will be desks which are located in the middle aisle of Home Depot stores; this space is also often utilized by other service desks where consumers normally order custom rugs, blinds, kitchen and bathroom fixtures. It provides a sit-down location for the consumer where they can be walked through different options and ask questions without standing in the middle of an aisle. The desks themselves will be free of clutter other than brochures, a computer and a phone; all forms, pads and writing implements will be kept in drawers so that the customer sees a neat, clean surface. The associates that will operate at the White Glove service desks will have a neat and clean appearance with a uniform of tan pants and white shirts. This will be the same uniform worn by the employees who actually perform the cleaning in the residences, so there is a uniform appearance among all White Glove employees. Our actual cleaning services will be delivered via home visits to the customer on a scheduled basis in vans branded with the White Glove by Home Depot logo. There are several ways we can turn the intangible into the tangible. We can humanize the benefit of our service by showing how happy a busy mother would be by coming home to a clean house, or how a homeowner will not have to worry about the burden of cleaning up the mess after a do-it-yourself project. We can keep it simple by making our service clear and understandable. We can create trust by offering free initial visits to the customer’s home to understand exactly what they are looking to have performed for cleaning and asking Page 2 of 7
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Module 9 – Channels of Distribution, IMC Plan & IMC Budget Lisa M Iodice
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