Trade and Channel Marketing
Channel Design and Innovation: How to Design and Innovate Channels of Distribution
[INTERMEDIATE]
By : Emilio "Bong" C. Macasaet III
KEY BENEFITS TO COMPANIES
The company will gain:
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a better understanding of the role of choosing the right marketing channels in developing a sustainable competitive advantage
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a framework to effectively allocate sales & marketing resources
WHO SHOULD ATTEND
This seminar is principally oriented to sales people who design, implement and manage marketing channels.
PROGRAM OVERVIEW
Module 1: Introduction To The Power of Channel
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Product-based Differentiation versus Service-based Differentiation
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Players in the Channel
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Why we Need Intermediaries
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Case Examples of Channel Innovations
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Key lessons
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Workshop
Module 2: The HOW of Buying: Service Output Demands (SODs)
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Channel Design & Management Framework
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The HOW of Buying: How Customers Want To Buy
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The Concept of Service Output Demands (SODs)
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Case Example: Zappos, Zalora
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Procedures in Designing Channels
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Case Examples: Tiffany, Blue Nile, Amazon Bookstore
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Group Exercise
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Key lessons
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Workshop
Module 3: The SIFCO: Channel Functions and Alignment
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Channel Activities
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Channel Functions: SIFCO
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Case Example: Our Home
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Key lessons
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How To Align Gaps in Channel Activities and Benefits
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Case Example: Dell and Circuit City
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Workshop
Module 4: How To Motivate Channel Partners: Channel Conflicts and Power
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Channel Conflict and Its Sources
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Channel Power Fundamentals
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The Five Sources of Power
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Basic Incentive Problems
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The Channel Pricing Process
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How To Prevent Opportunism of a Channel Member
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Elements of Governance Strategy
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Workshop
Module 5: How To Build Relationships with Channel Partners: From Transactional To Collaborative Relationships
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Types of Channel Relationships
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Relational Investment Framework
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A Checklist for Strategic Partnering Management
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Workshop
To register or inquire, please sign up below.
ABOUT THE INDUSTRY EXPERT
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Chairman and CEO of Field Partners Inc.
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He is the author of the best-selling, Distributor Management, the first ever book on distributor management in the Philippine Market, 6 Steps To Effective Key Account Management and his most recent book, Fundamentals of Trade Marketing.
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He brings with him very extensive and intensive corporate experiences gained from both local and multinational companies like Gillette, Nestle, L'Oreal, Metrolab and RFM Corporation where he was Vice President of Sales & Distribution division.
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He conducts various sales seminars, consulting, and training programs in most parts of Asia-Pacific and Middle East.
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He obtained his MBA from Ateneo De Manila University and took his Doctor in Business Administration at De La Salle Graduate School of Business where he was a former MBA professor in Distribution Management.
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He attended an executive program on Marketing Channels at Kellogg School of Management and other special programs at Singapore Institute of Management (SIM), Singapore, and Burke Institute, USA
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He is currently a professor of Marketing Management at the Ateneo Graduate School of Business.