Strategy and Innovation

Channel Design and Innovation

By : Emilio "Bong" C. Macasaet III 

Program Concept: 

This online training program teaches participants how to design and innovate the right distribution channels applying the design thinking process. Each module provides participants with frameworks, templates, and illustrative cases to facilitate more productive and insightful training sessions.

Seminar Outline: 

Module #1: Channel as Source of Competitive Advantage

Key Topics:

  1. Introduction: channel landscape in the new normal 

  2. Concepts and Definitions: Channel and Design

  3. Product-based Differentiation versus Service-based Differentiation 

  4. Players in the Channel

  5. The New Normal: omni-shoppers and omni-channels  

Module #2: The HOW of Buying: Service Output Demands (SODs)

Key Topics:

  1. Channel Design & Management Framework 

  2. Design Thinking Process: application to channel design

  3. The 3 levels of Innovation 

  4. The HOW of Buying: How Customers Want To Buy and Service Output Demands (SODs)

  5. Case Examples: Bank, Online Shoe Store, Online Supermarket, Online Pawn Shop

  6. Procedures in Designing and Redesigning Channels (physical and online)

  7. Case Examples: Jewelry Stores (Online and Physical), Direct Selling Company 

Module #3: The SIFCO: Channel Functions and Alignment

Key Topics:

  1. Channel Activities 

  2. Channel Functions: SIFCO

  3. Case Example: Furniture Store

  4. How To Align Gaps in Channel Activities and Benefits 

  5. Case Example: Personal Computer Brand and Retail Store (online and physical)

    To register or inquire, please sign up below. 


Partner and Chief  Channel Marketing Strategist 
  • Chairman and CEO of Field Partners Inc.

  • 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.

  • 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. 

  • He conducts various sales seminars, consulting, and training programs in most parts of Asia-Pacific and Middle East.

  • 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. 

  • 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

  • He is currently a professor of Marketing Management at the Ateneo Graduate School of Business.