Marketing Channels

MARKETING CHANNELS: RECKITT BENCKISER GROUP- AIRWICK BOTANICA MARKETING CHANNELS
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Marketing Channels: Reckitt Benckiser Group- Airwick Botanica Marketing Channels
A marketing channel is essential for a company's growth since it determines customers' loyalty and retention. The marketing channel refers to the composition of activities, organizations, and people necessary for transferring goods from the production line to the consumption area (Hollensen, 2018). Any organization must ensure its marketing channels are well framed and adhere to the market volatilities. It is a simple way of ensuring that the products reach the targeted customers. Reckitt Benckiser Group- Airwick Botanica marketing channels are critical aspects that the paper integrates. Airwick is an American company responsible for beauty products such as odors and scents. On the other hand, the Reckitt Benckiser group is responsible for nutrition and health products. There are specific gaps regarding the channels that must be addressed to ensure adequate marketing growth penetration and development.
Gaps and Strategies
The most critical gap that exists in the marketing channel is unidimensional logistics. The challenging of the companies' products can be identified as to lack of properly dimensional logistics. It should be noted that an effective marketing channel is based not only on the manufacturing process but also on distribution (Hollensen, 2018). There are poor intermediaries between Reckitt Benckiser Group- Airwick Botanica marketing channels. This gap can only be closed by involving powerful strategies. It must also be noted that regardless of the type of distribution identified by the companies, the unidimensional logistics gap is similar.
The essential strategy to close the gap is a cooperative partnership. There should be strong collaboration between the organizations. It will offer an appropriate solution to the gap. Cooperative partnership is a critical collaborative measure in which the firms involved in marketing work together to ensure adequate paved ways to fulfill the marketing channel's objectives. It is done by sharing the firm's capabilities (Chernev, 2018). Sharing of the capabilities among the firms makes it easy for the organizational members to ensure smooth customer transitioning and engagement. Sharing the capabilities among the marketers also ensures empowering of the organizational members to ensure cost-saving and development. The gap will eventually be close and marketing goals adequately attained. Therefore, through cooperative partnership to close t...