29 Jun Wattyl Paints- An exercise in B2B Segmentation
Question
Portfolio Exercise No 3:
Wattyl Paints: An exercise in B2B Segmentation:
Wattyl is an Australian-based company that specialises in the manufacturing and marketing of architectural and decorative paints and special purpose and protective coatings. They supply both the trade and the DYI segments using a number of different channels of distribution.
Draw a simple tree diagram to illustrate at least 6 potential channels of distribution that lead to the end user.
What is the value to Wattyl in terms of setting marketing strategy when they segment their market using these channels of distribution?
Rubric
1. Distribution Channel Tree Diagram:At least six potential channels of distribution that lead to the end user is presented in a tree diagram. A detailed rationale is presented to support each branch in the tree diagram. Weight : 15%
2.Marketing Strategy value in distribution channels: Comprehensively explains the value to Wattyl from different channels of distribution. Also clearly describes the implications of segmentation when developing strategy : 15%
3. Proposed Marketing Strategy: A comprehensive detailed analysis of two marketing strategies selected from your initial distribution tree diagram is presented.
Weight: 60%
4. Writing: 10%
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