Formulating distribution strategy for KOOKIE Talkie brand - name in Ho Chi Minh city

Abstract

This research is conducted to formulate the distribution strategy for the company Kookie Talkie, so that the company can select the appropriate channels including the distributors that suit the company’s characteristics of products, target markets and the company as well.

The research has been conducted from September 2011 to December 2011 in Ho Chi Minh City. The reviewing of literature involves the step by step process of designing and selecting the distribution channel and the channel’s members. The process was developed by Philip Kotler and Kevin Lane Keller (Marketing Management). However, the model enclosing the appropriate criteria was developed by Dr. Gholamreza Jandaghi, Dr. Kamran Shahanaghi, and Hamid Reza Irani in the research “A Framework for Selection of Intermediary in Marketing Channel”. The model is applied for the all individual depth interviews with respondents.

After the interviews, the modified model is developed without some criteria which are inappropriate with the target customers as well as the company. The modified model is used for interviewing the three groups which are souvenir retailers on streets, souvenir retailers in large hotels, and souvenir retailers at traveling destinations.

The results of twenty-three interviewees’ answers were analyzed to come up with a

channel involving the nine tourism souvenir retailers in HCMC.