Abstract
In order for a product to be put in the hands of the customer, requires a mechanism which is called distribution channel and which enables the connection between the consumer and producer. One of the many strategies applied by Kosovar companies for the involvement of the members of the channel is also the promotion through distribution channels. Therefore, the strategies which involve the members of the channel have a higher probability to be positively accepted by the members of the channel, when they are part of a general program of supporting the needs of the producers. The process of realizing a marketing strategy of a company does not concise only of achieving specific goals of production during the realization of the promotion phase, but it also requires identifying the target market and achieving it. The purpose of this paper is to review the promotion strategy of distribution channels, which emphasize the support by the members of the channel, initiated by the producers through cooperative advertisements, promotional salaries, slotting taxes, incentives, promotions in markets and also special promotional agreements. The theoretical and practical side of the study are very important, especially regarding to new theoretical and practical views in the study context. Besides the theoretical contribution that will be offered by this paper, there will also be interesting findings in the practical aspect where through this paper, the owners, managers, firms will be able to understand the role and importance of promotion through distribution channels. Knowing that there are only few studies offered in this field, this paper offers help for everyone interested in this field. This paper contains empirical data collected by questionnaires and interviews.
Highlights
Every product has the need to identify and achieve the targeted market, and the methods to achieve it are: advertisements, personal sales, promotion of sales, publicity, and connection with the public
Promotional strategies emphasize the pushing approach initiated by the producer, but that require support of the members of the channel. Most of it can be put in these categories: 1) cooperative advertisements, 2) promotional sales, 3) slotting taxes, 4) promotions in markets, 5) competition and incentives and 6) special promotional agreements and the Merchandising campaign (Bert 2013, p. 344)
Promotion through Marketing Channels – The Case of Kosovo existing models of cooperative advertisements known, which make the coordination of channels, they maximize the general profit in the channel
Summary
Every product has the need to identify and achieve the targeted market, and the methods to achieve it are: advertisements, personal sales, promotion of sales, publicity, and connection with the public Promotional strategies emphasize the pushing approach initiated by the producer, but that require support of the members of the channel Most of it can be put in these categories: 1) cooperative advertisements, 2) promotional sales, 3) slotting taxes, 4) promotions in markets, 5) competition and incentives and 6) special promotional agreements and the Merchandising campaign Slotting taxes – the definition of the term The management of marketing channels refers to the process of analysis, planning, organization and control of a company As it has been discussed in many texts, the management of distribution channels includes: formulation of the strategy in the channel, design of marketing channels, selection of channel members, the motivation of channel members, the coordination of the strategy with channel members, evaluating the performance of channel members and the management of conflict The manager of the channel has to try to work with the sellers to discover the similar fields such as slotting agreements, a tariff which helps us win more and lose less in such situations (Bert, 2013, p.344-353)
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