Student

Case Study
Publisher: Kellogg School of Management
Company: Align Technology. Inc
Product: Invisalign (Orthodontics Unwired)
Question No 1
Diagram Invisalign’s channel structure?
Answer
Invisalign’s channel structure
The channel structure consists of two types of flows which are promotional flow and ordering / payment flow. The further details are given below: A) Invisalign
Promotional Flow

Media
Call Centers
Sales Force

Dentists
Customers
Orthodontists

B) Ordering / Physical Flow
Invisalign (Santa Clara)
Orthodontists
Customers

Software Development Pakistan
Customers

Invisalign (Santa Clara)

Orthodontists
Orthodontists

Manufacturing (Maxico)
Invisalign (Santa Clara)

Question No 2
What channel functions and flows are performed by each channel?
Answer
A) Functions performed by Promotional Flow * Sales force * Call centers * Media ads B) Functions performed by Ordering / Physical Flow
Invisalign uses a push strategy where the sales force is setup to target orthodontists, who are the key source of information to the patient. Some functions and flows include * Training on case selection * Pricing * Invisalign website * ClinCheck software * Toll Free Numbers
The pull strategy is used for * Media ads * Direct mail * Journal advertising * Trade shows

Question No 3
Who is the member for traditional braces market and for Invisalign?
Answer
Members for Invisalign’s Braces Market * Customers
The patient marks the beginning and end of the channel flow in the Invisalign process, seeking a service for malocclusion treatment from their orthodontist. Customers of Invisalign are incentivized by the nearly invisible look, removable while eating ease, and hygiene of the aligners. * Orthodontists
As for the customer, the orthodontist determines whether or not Invisalign is the appropriate solution. If suitable, the orthodontist will proceed with

References: http://www.consumerpsychologist.com/distribution.html http://www.businessihub.com/the-role-of-marketing-channels/ http://teamjaker.wikispaces.com/Invisalign