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A method for building new marketing channels: The case of “door‐to‐door” in dairy products

Matheus Alberto Cônsoli (EESC – School of Production Engineering, University of São Paulo, São Carlos, Brazil)
Marcos Fava Neves (FEARP – School of Economics, Business and Accountability, University of São Paulo, Ribeirão Preto, Brazil)

Direct Marketing: An International Journal

ISSN: 1750-5933

Article publication date: 22 August 2008

Abstract

Purpose

The aim is to describe the analysis conducted by a leading company in the dairy (yogurt and fermented milk) sector in Brazil regarding the decision to implement a door‐to‐door distribution channel, in which one of the authors was involved.

Design/methodology/approach

A brief overview of the marketing channels is presented and the descriptive case study method was used to present the main company information.

Findings

The paper describes the decision‐making process that was used to define how basic services like breaking bulks, product variety, special convenience and wait time should be performed in this case. It also emphasizes the main channel decisions, the channel objectives and the chosen door‐to‐door structure for the company described in the case study.

Research limitations/implications

Even though case analysis has a theoretical background, the decision process used here cannot be generalized, being only a guide for academics and practitioners about how company A addressed the direct marketing issue.

Originality/value

The paper presents specific analysis of the Brazilian yogurt market and use as theoretical background the strategic environmental analysis. As a real case, it can be useful for practitioners as reference for decision making, as well for teaching purposes for case studies with college and MBA students. Finally, the paper presents as main contribution a “method for developing new marketing channels”.

Keywords

Citation

Cônsoli, M.A. and Fava Neves, M. (2008), "A method for building new marketing channels: The case of “door‐to‐door” in dairy products", Direct Marketing: An International Journal, Vol. 2 No. 3, pp. 174-185. https://doi.org/10.1108/17505930810899320

Publisher

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Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited