Course Overview

Organisations intend to produce the best products that bear good quality and value for money. Now, how does one become successful in the market and gain an advantage over peers in terms of sales? It becomes imperative for such a company to enhance the availability of apt products for the customer at the right time and in the right place. Distribution channels are mediums through which products become available to the customer.

What are the different channels of distribution in marketing?

A manufacturer headquartered in one part of the country, hoping to tap the customer base from other parts of the country cannot hope to accomplish this without distribution channels. There are different categories and levels of distribution channels a company might select for its products to reach its customers. Deciding upon a distribution channel entails various aspects such as:

• Needs and demographics of customers,
• Intended objectives (to be derived from the distribution channels)- whether growth in sales or maintaining market share- selection criteria of distribution channels, etc.

These points are dealt with, in detail in distribution channel marketing management.

What type of distribution channel will best fit the company’s strategy and objectives?

What should be the selection criteria while deciding upon the distribution channel?

What are the appropriate measures for evaluating the performance of the selected channel?

These issues are attended to in a company’s distribution channel marketing management. An FMCG product such as soap or shampoo cannot expect to reach its customers in a rural area without an effective retailer network. Similarly, a manufacturer engaged in catalogue sales will probably not connect with any intermediary. A distribution channel that is suitable for one product might be entirely unfit for another product. In such cases, one formula does not fit all. Hence, these decisions require extensive analysis and evaluation.

What is distribution channel management?

There are multiple facets to managing distribution channels which are very essential to establishing the success of the company in a market. A company aiming to maintain or increase its market share needs to put special emphasis on its distribution channel marketing management.

Zoe’s Training in its marketing series has introduced a Distribution Channel Marketing Management Training Course aiming to cover all the essential elements a company needs to address while dealing with its distribution system. The course aims to prepare its participants with practical knowledge that will aid them in developing a unique distribution channel marketing strategy for their company. A dynamic distribution channel marketing management that caters to the specific needs of the firm is intrinsic to its marketing success.

Course Objectives

The course aims to fulfil the following objectives:

• To discuss in detail various elements involved in constructing a well-functioning distribution channel marketing system
• To inculcate knowledge regarding developing a cost-effective and efficient distribution marketing management
• To study distribution channel as a part of the marketing mix and analyse its interplay with other elements of the marketing mix
• To appraise different types of distribution channels and levels along with advantages associated with each.
• To understand the evolution of distribution channels with the advent of technology in business
• To form efficient methods for selection and evaluation of distribution channels
• To develop a dynamic team consisting of dedicated personnel who are well aware with the totality of distribution channel marketing management

Training Methodology

• Interactive sessions and lectures
• Presentations
• Management games
• Role playing/modelling
• Case studies
• Group discussions
• Problem-solving sessions

Organisational Benefits

Successful completion of the Distribution Channel Marketing Management Training Course will benefit the Organisation in the following ways:

• It will help the Organisation in enhancing products available in the market
• It will enable developing strategies that will aid in the elimination of waste and hence place a positive impact on the profits of the organisation
• It will encourage efficient distribution management skills within the marketing managers which will help the Organisation withstand intense competition in the industry
• It will boost distributional efficiency which will result in easing the sales process

Personal Benefits

Successful completion of the Distribution Channel Marketing Management Training Course will benefit the participant in the following ways:

• The participants will gain knowledge regarding key elements affecting distribution channels management as well as gain a practical understanding of how these elements affect overall profitability
• The participant shall gain essential skills and techniques related to efficiently managing a distribution network
• It will prepare the participant to handle various disruptions that might occur in a distribution system
• It will help in developing better communication and negotiation skills which will assist in establishing and maintaining a fruitful relationship with the distribution channel intermediaries

Who Should Attend?

• Marketing managers
• Distribution managers/distribution heads
• Sales managers
• General managers
• Production managers
• Entrepreneur and start-up founders

Course Outline

Module 1: What is Distribution Management?

• Importance of channels
• Push and pull strategy
• Multichannel marketing system
• Distribution vs. logistics
• Interplay of distribution with price, promotion and product

Module 2: Value Networks

• Understanding supply chain
• Internal and external value networks
• Types of value networks

Module 3: Levels of Distribution Channels

• Direct and indirect distribution channels
• Zero-level, One-level, two-level, three-level channels

Module 4: Distribution Channel Management Strategies

• Exclusive distribution vs. selective distribution vs. intensive distribution
• Push and pull strategy
• Recognizing channel power

Module 5: Flow and Functions of Distribution Channels

• Physical flow, information flow, promotion flow
• Transactional functions, logistical functions, promotional functions

Module 6: Designing Distribution Channel Marketing System

• Analysing target customer needs
• Establishing objectives
• Identifying distribution channel alternatives
• Evaluating distribution channel alternatives

Module 7: Integration of Channels

• Vertical marketing systems
• Horizontal marketing systems

Module 8: Challenges in Distribution Channel Management

• Channel conflicts: horizontal conflicts, vertical conflicts
• Managing channel conflict strategies: strategic justification, adjusting compensation
• Problem of dilution and cannibalization

Module 9: Integrated Logistics Systems

• Handling order processing
• Locating stock and warehousing
• Deciding amount of inventory
• Deciding transportation

Module 10: Retailing and Wholesaling

• Type of retailers
• Type of wholesalers
• Brokers and agents
• Distribution in Pure click, brick and click organisations
• Recent trends
• Digital innovation