Marketing Channel

Running head: MARKETING CHANNEL
Marketing Channel
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2MARKETING CHANNEL
Executive Summary
Sealy Mattress is one of the well-known companies operating in Brisbane Australia. They have
developed their operations in many different countries. In 1950, Sealy introduced its first Sealy
Posturepedic brand mattress, the only mattress in the industry that focused on the importance of
correct back support, designed in cooperation with Orthopaedic Surgeons. Thus it is evident that
this company is providing a very unique kind of a product that can outrun or at least give a very
tough competition to all other companies working in this similar market niche. However, as the
competition is increasing rapidly they have to widen their area of operation and appeal to a large
number of customers. Thus they want to venture into new areas of operation. This report deals
with the different strategies that they have to undertake in terms of their distribution channel and
their brand as well, in order to Wien their area of operation.

3MARKETING CHANNEL
Table of Contents
Introduction......................................................................................................................................4
Possible new alternative channel structures....................................................................................5
Variables affecting distribution channel..........................................................................................6
Market..........................................................................................................................................6
Product.........................................................................................................................................7
Company......................................................................................................................................7
Intermediary.................................................................................................................................8
Environmental..............................................................................................................................8
Behavioral....................................................................................................................................9
Optimum Channel............................................................................................................................9
Criteria used to find channel member..............................................................................................9
Product positioning........................................................................................................................10
Brand strategy................................................................................................................................11
Identifying target audience.........................................................................................................11
Overcoming brand barriers........................................................................................................11
Brand packaging........................................................................................................................11
Crowd sourcing..........................................................................................................................11
Channel management of the suggested new channel....................................................................12
Getting software.........................................................................................................................12
Getting network security experts...............................................................................................12
Using VR or virtual reality concept...........................................................................................12
Conclusion.....................................................................................................................................13
References......................................................................................................................................14

4MARKETING CHANNEL
Introduction
Sealy Mattresses is one of the leading mattress producers in Australia. They operate in
the mattress industry and also in the bedding and furniture industry sector (www.sealy.com.au.
2019). They produce a large number of product ranges. One of their best product ranges is the
Posturepedic bed range. This mattress range is mainly designed by experts so that their
customers get the best use out of the products that they are purchasing. They mainly sell their
products in different stores that run across part of Australia. The company is mainly devoted to
providing the premium and the best service for their customers so that they do not suffer from
any kinds of injuries due to improper sleeping postures. Currently, the distribution channels of
this company are large and wide as they deal with clients that are located in different parts like
Hong Kong, India, Indonesia, Ireland and also different other parts of the country. Thus it can be
said that in the modern day scenario the company is having a large distribution center that looks
after the distribution tasks taking place on a large and wide level. There are two different kinds
of distribution tasks that are carried on by the company in this current scenario, this is because
there are two main departments like the sales department and the logistics department. They
carry on their sales via the physical selling method. The physical or the brick and mortar stores
sell the mattresses so that they can be sold to a large number of customers. The promotion is
mainly done by selling the product ranges in the different conventional furniture stores,
departmental stores, Specialty bedding outlets and many other such places (Krueger and Muhle
2017). However, it must be made sure that the company is following the process of constant de
elopement so that they can stay in the proper competition and can develop their distribution
channels at a faster rate in order to keep proper pace with the changing conditions of the modern