Team project for Salt Spring Coffee Company

1. Channel Distribution MARK2000 MariamEkizyan, Cynthia Evenson, Sophia Liu, Leza Maloney

2. Overview Company Overview Sales and Marketing Goals Current Channels Gap Analysis Policies, Power, and Channel Conflicts Recommendations Summary

3. Company Overview Founded in 1996 on Salt Spring Island Moved operation to Richmond in 2009 Organic, fair trade, and operationally carbon neutral products Two types of coffee lines: Classic Coffees Culinary Coffees

4. Sales & Marketing Goals Increase distribution in Eastern Ontario and BC Develop new one-to-one buying program Increase brand awareness Introduce new product line to current channels Improve company website Leverage social media Position product similar to wine

5. Current Channels

6. Current Channels

7. Gap Analysis Grocery Complex and costly with less control Lack of information Lack of Customer Inequity of Variety & Assortment Cafés Poor spatial convenience Lack of information Office Coffee Program Overprovision of information Extra customer service

8. Policy, Power & Channel Conflict Intensive Distribution Product Policy & Pricing Standards Selection & Termination Policies Manufacturer’s Power Lack Legitimate & Coercive Power in Channel Profuse Expert Power Types of Conflicts Intra-brand and Dual Channel Conflicts Collaborative Conflict Management Strategies

9. Recommendations Monetary incentives and pull strategy Selective distribution Different pricing for the product lines Increase awareness and redesign the website Modify company owned cafés

10. Recommendations New Channels

11. Questions? http://www.saltspringcoffee.com