What is Channel Strategy?

Marketing Courses

Channel, Category and Key Customer Courses

Channel strategy and management (4.0)

4.0 Channel strategy and management

Have an 18-month to two-year plan in place to manage the groups of Retailers in the channel better, and determine the best use of: money, data, salesforce time, merchandising/promotional materials, and key focus areas/pillars of growth. Includes a Channel planning tool and templates, tools and checklists.

Objective:
  • Have an 18-month to two-year plan in place to manage the groups of Retailers in the channel better, and determine the best use of: money, data, salesforce time, merchandising/promotional materials, and key focus areas/pillars of growth. Includes a Channel planning tool and templates, tools and checklists.
Content:
  • Leverage metrics from Shopper, category and activation evaluation.
  • Identify white space in the channel – Shopper missions, outlet types and in eCommerce.
  • Prioritise opportunities for growing category and engagement.
  • Develop Action Grids for executions.

Channel strategy framework

Capabilities:

  • Talk convincingly about where the organisation should continue to maintain its focus, what it should do more of, and what it should do less of.
  • Present credible business cases around investment, money, data, salesforce time, materials.
  • Have a written down, signed-off set of objectives for subchannels such as mass merchants, small stores, large stores, eCommerce.
Questions you will be able to answer:
  1. Where we are now in the outlet universe sub-channels that we manage?
  2. Where new emerging channels such as eCommerce are so we can find new Customers and new growth?
  3. What our position is on all types of investment (money, data, time, headcount, materials)?
  4. Where we want to be with the sub-channels and our investment profile?
  5. How we will know when we are achieving ROI?
  6. How we will hit our targets for growth in each sub-channel.
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Sample Pack: tools, templates, checklists, courses, and capabilities overview
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