Channel Management

Channels with their consumer and shopper profiles, each play differing roles in the overall development of the categories in which any retail-orientated organisation operates. Recognising and exploiting these differences can assist organisations to push forward their own overall objectives for category and brand development. Every organisation therefore requires a clear strategy for developing and aligning channel marketing objectives of its respective category and brands within each of the channels that it operates in.

Each organisation requires to have the correct knowledge of its channels, insight into consumer and shopper research, together with a channel vision for the Point of Purchase (POP) to develop the best strategies for developing its overall presence in the retail trade.

Although predominantly focused and orientated towards the FMCG trade, the programme would be applicable to operational personnel within other industries that trade across different retail channels. i.e. telco, electronic accessories, small electrical appliance and white goods suppliers etc.

• Sales and Marketing personnel
• Activation Managers
• Sales Capability Managers and personnel
• Go-to-Market Managers
• Route-to-Market personnel
• Senior Merchandising Managers
• Managers that are members of a channel segmentation or route-to-market project team

Certificate

• Demand Management And Insight Platforms
• Key Channel Drivers
• Roles And Importance Of Channels
• Route-To-Market
• Channel Definition Process And Segmentation
• Channel Attractiveness
• Consumer/Shopper – Definitions And Understanding The Differences
• Consumer/Shopper Insights
• Channel Prioritisation And Varying Investment Levels
• Channel Attractiveness = Channel Strategies
• Conducting A 3D SWOT Analysis
• SMART Objectives

Informa Middle East, formerly known as IIR Middle East, has over two decades of regional experience in organising and managing all types of business events. This means that when you attend one of our conferences or training courses you are getting only top quality.

Businesses face many challenges in the 21st century. Dynamic markets and increasing competition require companies to stay one step ahead if they want to succeed. We can help better prepare you for these challenges. Through our diverse range of seminars, conferences and events, we give you the advantage you need by providing you with the latest industry knowledge, business information and training. This allows you and your employees to keep ahead of the game.