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Effective Distribution Channel Management Course

By: LCL Coaches Consultants  

Lagos State, Nigeria

23 - 25 Apr, 2019  3 days

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NGN 125,000

Effectively managing your important channels is one of the most critical functions in today’s global business relationships. Distribution channel management involves not just getting the products or services to the customer; like all elements of marketing and operations - it offers numerous chances to improve revenue and expand sales penetration

Channels of distribution are a critical element of business strategy which, if planned properly, enables companies to build up a competitive advantage over their rivals.

Learning Objectives

At the end of the training Participants will:

  • Understand how to develop a channel strategy by considering external and internal factors
  • Analyze the different steps to select channels members within a distribution channel
  • Understand how to motivate distribution channels
  • Provide the necessary tools to manage and monitor distribution channels
  • Review the strategies and concepts involved in resolution of channel conflict
  • Practice negotiation skills
  • Learn how to apply key knowledge for the successful management of channels

Day One

Review of key marketing, sales, and distribution concepts

  • Relationship between types of planning
  • Marketing mix
  • Customer buying behaviour
  • Value creation and value proposition
  • Competitive strategy and tactics
  • Happy customers
  • Importance and functions of distribution channels

The structure and function of marketing channels

  • The value that distribution channels create
  • Marketing flows in channels and contact efficiency
  • Typical channel structures
  • Service outputs of channels
  • Channel strategy defined
  • Gaining differential advantage with channels

Channel design

  • Types of distribution channels
  • Identifying and choosing the right distribution channels
  • Channel life cycle

Day Two

Overview - developing a channel strategy

  • Developing a channel strategy
  • Environmental assessment
  • SWOT analysis
  • Target market – customer profile
  • Competitive analysis
  • Legal and regulatory factors

Managing & monitoring distribution channels

  • Channel value proposition
  • Managing channel behaviour
  • Inventory management
  • Analysis and measurement of channel performance
  • Maximizing effectiveness of distribution channels

Retail and Wholesale

  • The characteristics of retailing
  • Retail marketing decisions: target markets and retail positioning strategy
  • Retail strategic profit model and Mgt Horizons Impact Model
  • Non-store retailing
  • Retail store brands & Retail Trends
  • Types of wholesalers

Day Three

Account management of channels

  • Selection and management of channel management staff
  • Sales objectives - linkages to business and marketing strategy
  • Managing channels and territories, setting quotas
  • Compensation, motivation and retention of sales staff

Channel design and the selection of channel members

  • Key challenges in channel design
  • Direct or indirect distribution
  • Exclusive-, selective-, intensive distribution
  • Variables affecting channel structure & who engages in channel design
  • The process of selecting channel members
  • What channel partners expect to get from the manufacturer

Electronic- and service channels

  • The structure of electronic marketing channels
  • Disintermediation versus reintermediation
  • Mobile electronic channels
  • Advantages and disadvantages of electronic marketing channels
  • Service channels: special characteristics of services
  • Customization of services and customer involvement

Motivating channel members

  • Motivating channel members
  • Incentives, competitions
  • Training and communication
  • Revenue to channels versus the competition
  • Point of sale advertising and promotion
No 2 Oyefeso Avenue (road between Consolidated Hallmark Insurance and Fidson Ltd), Off Ikorodu road, Savoil Bus stop, Obanikoro, Lagos. Apr 23 - 25 Apr, 2019
NGN 125,000.00
(Convert Currency)

Sina Lajorin 08033241313, 09026713101

Discount of 5% for 2 to 4 booking, 10% for 5 plus booking
Executive Coach Sina Lajorin
NST PPC Advert
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