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Channel management

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Eshant Sharma
Eshant Sharma

This presentation is about the channels of distribution.We will see why these channels are important for success of a product...

Marketing
1 of 13
A channel of distribution refers to venue that a company chooses for moving its products or services out into the world.
S U P P L I E R Distributor/Wholesaler Broker Retailer Supplier own sales & distribution C U S T O M E R Retailer
Channel Stewardship refers to planning and responsible management of channel of distribution. Decisions about channels Design Decision Management Decision
Group of senior managers Ensure customer satisfaction Create value for customer
Mapping the Industry Channels Building and Updating the Channel value Chain Aligning & Influencing the Channel System
• In Channel Stewardship mapping a given industry’s channel calls for understanding the major forces that drive the short term and long term distribution channels in that industry Customer wants and needs Channel power and influence Channel capabilities & cost Competitive posture & action
• This principle helps in refining the first principle so that it is more effective in meeting its channel goals. Direct vs Indirect Constructing a channel value chain Channel coverage Channel structure
• This principle is regarding the implementation of the carefully build & updated channel value chain. Hard Power High performance channel system Soft power of trust & commitment Managing horizontal channel conflict
USA estimated sales $225.5 billion (2012) Up by 15.8 % 2011 - $500 Billion Grow 9% till 2017 2014 - $1.5 Trillion
35.7 28 14.4 16.2 41.9 34.2 17.2 17 48.6 41 20.4 18.3 80.2 73 34.7 24 COMPUTERS APPARELS BOOKS AUTO & PARTS USA E-COM SALES 2010 2011 2012 2016 E
Channel management
Channel management

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Channel management

  • 1.
  • 2. A channel of distribution refers to venue that a company chooses for moving its products or services out into the world.
  • 3. S U P P L I E R Distributor/Wholesaler Broker Retailer Supplier own sales & distribution C U S T O M E R Retailer
  • 4. Channel Stewardship refers to planning and responsible management of channel of distribution. Decisions about channels Design Decision Management Decision
  • 5. Group of senior managers Ensure customer satisfaction Create value for customer
  • 6. Mapping the Industry Channels Building and Updating the Channel value Chain Aligning & Influencing the Channel System
  • 7. • In Channel Stewardship mapping a given industry’s channel calls for understanding the major forces that drive the short term and long term distribution channels in that industry Customer wants and needs Channel power and influence Channel capabilities & cost Competitive posture & action
  • 8. • This principle helps in refining the first principle so that it is more effective in meeting its channel goals. Direct vs Indirect Constructing a channel value chain Channel coverage Channel structure
  • 9. • This principle is regarding the implementation of the carefully build & updated channel value chain. Hard Power High performance channel system Soft power of trust & commitment Managing horizontal channel conflict
  • 10. USA estimated sales $225.5 billion (2012) Up by 15.8 % 2011 - $500 Billion Grow 9% till 2017 2014 - $1.5 Trillion
  • 11. 35.7 28 14.4 16.2 41.9 34.2 17.2 17 48.6 41 20.4 18.3 80.2 73 34.7 24 COMPUTERS APPARELS BOOKS AUTO & PARTS USA E-COM SALES 2010 2011 2012 2016 E