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also the go-to market driving force for an organization. How expansive the channels are, the better visibility of the product. But there are challenges in creating such channels, as it needs to provide the right level of benefit and support for channel to adapt your product than the competitor. As with consumer products, there are many channels that one can create to reach consumers, with enterprise level products the options are few and it needs to be strong to create the market share and penetration.
Price and Channel Strategy3As with Juniper Networks, I would recommend creating or enhancing the following marketing channels (1) Distributors (Partners), (2) Resellers (Direct and In-direct) and (3) e-commerce for its top of the MX and SRX product lines. The first two channels are an establishedpath and the e-commerce is a new venture into which Juniper can engage in directly selling its products. Adding this distribution channel will expand its revenue ventures as well as create healthy competition within its own channels. Positioning with Channels As defined by Kotler, “Positioning is the act of designing the company's offering and imageto occupy a distinct place in the target market's mind.” (Kotler, 2000). Channel Positioing defineshow an engagement strategy with a specific channel would yield better market share and profits. Though the concept of Distributors remains the same, the type of Distributor really makes a volume of difference with the product’s selling potential. As with Marketing strategies, it is