Distribution Channel Management Week 9

Supporting Channel with Marketing Activity (6) Support your Distributor Your Distributor represent your company in each channel they serve Support for Distributor is needed to make sure they can do their job well Support type is aligned to scope of work of distributor Your Company + Distributor Modern Market Channel Traditional Market Channel Specialty Shop Channel Internet Reseller Channel

Distributor Incentive by Scope of Work KPI’s Selling & Distribution # sales force/channel/area # outlet covered # outlet transaction/month # item sold/outlet/month # sales value/month Stocking Total inventory (days) Inventory per item (days) Account Payable (days) Out of stock (#item/month) Delivering OTD (% on time delivery) OTIF (% on time delivery in full) Collecting Account Receivable (days) % overdue Merchandising % product placed at eye level # item at eye level/store/month % product with right price tag Selling & Distribution Sales force incemtive by: Sales value Number of transaction Item distributed StockingDelivering OTD Incentive OTIF Incentive CollectingMerchandising POS Material installation Incentive Number of item at eye level Incentive

Supporting Channel with Marketing Activity (6) Shopper / Consumer Promo Key Objective of Shopper Promo: 1.Attract shopper to try buying our product at specific retailer 2.Attract shopper to buy more quantity of our product at specific retailer Key Objective of Consumer Promo: 1.Attract new user to try consuming our product (induce trial consumption) 2.Attract consumer to consume more of our product Shopper/ Channel/ Trade Marketing Domain Brand/ Product Marketing Domain

Group Field Work Task as the substitution of classroom week 10. Full report should be submitted on week 11 In your group, go to retailer, find the examples of Shopper Promotion and Consumer Promotion. Make the report explaining about: Shopper Promotion 1.What’s the promoted product, and what’s the objectives of the promotion? 2.Where is the promotion take place? 3.How the retailer communicate this promotion to their shopper? 4.Is there any Point of Sales material used? 5.Is there any other media used to communicate this promo to their shopper? 6.What do you think of this promotion? Is it effective or not, from the knowledge you get from this classroom lecture? 7.Is this shopper promo backed up with consumer promo?

For the Next 3 weeks: make paper reading report to be presented on class The Presentation should contain 1.What is the Research Question 2.The Research Method explanation 3.What is the variables and back up theory used 4.What is the Result 5.Make your Reviewer Note for the Paper Week 11: Channel Promotion, Trade Promotion Week 12: Distributor Incentives Supports Week 13: Shopper Promotion, Consumer Promotion You can find paper the paper about retail & distribution at To access them you need to log on to TUNE

UAS questions will be made from your Journal reading report assignments, so do it well. If you choose to become free rider, you should beware of the consequences.