Effective Channel Management

Empowering your channel operations through better efficiency and visibility to

manage multiple channels and improve profitability
Novotel Juhu Beach Mumbai, India
18th & 19th February 2013

A good channel manager is one who invests his

time and knowledge in order to build trust
and confidence with their channel partners
Taylor Deakyne
Having a strong relationship with your channel partners is vital to pour in revenues for your
organisation. Channel partners drive your sales and take care of your needs to help generate higher
sales. One of the key aspects in channel management is prioritising on earning your channel
partners trust and their confidence in working with your organisation.

Your eminent course trainer:

Kartik Raina Founder
Learning Facilitators
Ex MD
Bestfoods International ( Unilever Bestfoods)
Ex CEO
Dabur Foods

Featuring Exclusive Case Studies by:

Ravi Singh Head Marketing
Essar Steel
Amit Gossain Vice President Marketing and Business Development
JCB

Mr. Raina began his career with RHL (now Procter & Gamble) and
later worked for SmithKline Beecham (now GlaxoSmithKline) in
various roles in Sales and Brand management. Finally as Head of All
India Sales as well as Country Manager, Bangladesh. He moved as
GM (Sales and Marketing) for Dabur (India) Ltd, where he was
elevated to CEO of Daburs Foods business.

Attend this Premier Training and Gain Insight Into:

He conceived and launched Real Fruit Juice. On return to India, he

launched two major brands as Head of the business ie Dr. Morepen
and Chabaaza. From 2005 he is running his own training and
consulting company called Learning Facilitators and trained
managers from GlaxoSmithKline Consumer HealthCare, India, China,
Singapore, Malaysia, Indonesia, Philippines and Vietnam, Hindustan
Unilever (Rural Activation), Airtel, HCL etc

Reviewing and reconstructing strategies that can promote efficient price management
in order to reduce costs and increase rewards

Establishing excellent networks with your channel partners in order to motivate and
drive channel partners trust
Capturing the attention of your channels and convincing them to provide mindshare for
your products

Promoting effective ways to engage and provide for the rural channels
Handling channel conflicts by understanding your channel partners needs
Equipping your channel teams with negotiation skills in order to communicate well with
channel members
Expanding into new channel networks to improve sales and revenues
Using data mining and management for convenient tracking of your channels

Pre-course questionnaire
To ensure that you gain maximum benefit from this event, a detailed
questionnaire will be sent to you to establish exactly what your
training needs are. The completed forms will be analysed by the
course trainer. As a result, we ensure the course is delivered at an
appropriate level and all the relevant issues will be addressed. The
comprehensive course material will enable you to digest the subject
matter in your own time.

Endorser

Media Partner

marcus evans training courses are thoroughly

researched and structured to provide intense and
intimate practical training to your organisation.
Our format:
Combination of educational presentation and case studies, productive in-session
assignments and participants collaboration to provide actionable learning
Strictly limited numbers to allow for greater interaction and one-to-one interaction with
the trainer. So register early to avoid disappointment!
Detailed pre-course questionnaires will be sent to you and your ideas will be incorporated
in the program wherever applicable
We will provide hard copies of the presentation materials

*Early Bird & Group Discounts

Ask about our savings

professional training

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Day One

Monday 18th February 2013

Opening: Ice breaker and opportunity for facilitator and attendees to set general
expectations for the two day event
Session One
Designing Channel Strategies
How would you design your Go To Market Model(s)
Channel Design factors that influence choice of Channel(s)
Channel Objectives by product category and Industry type
Understanding your channel partners background and objectives when selecting
channel partners
Exercise: Specific practices that will assist you to make the right channel choices
and implement the appropriate Go to Market Model for your business
Session Two
Developing Effective Channel Strategies
Increasing penetration ie. More Outlets/Channels
Selling more within existing Channels
Seizing the potential of Tier II, Tier III and Rural Markets
Making your channel strategy more cost-effective by creating effective value
propositions, programs and performance metrics
Exercise: Reviewing your current channel strategy and structures and formulate
action to create more effective operations throughout India
Session Three
Case Study Presentation - Overcoming the Complications of
Working with the Rural Channels to Enhance your Revenue
Implementing flexibility in your rural channel distributions
Making your costs justifiable to your profits over factors such as space, distance
and time
Bridging the gap between working for the computer literate and working with the
computer illiterate
Familiarising yourself with the consumer behaviour of the rural market and
understand their market trends
Amit Gossain Vice President Marketing & Business Development
JCB India
Session Four
Aligning Organisation Objectives and Channel Partner Expectations
to Ensure Channel Partner Loyalty
On-boarding and inducting channel partners
Utilising your channel partner relationship to find out what are their expectations
from you
Managing channel partner needs: Bringing them closer and using non monetary
rewards
Designing loyalty and incentive programs
Exercise: In this session we will review best practices in India and Internationally
that will allow you to devise strategies to keep your Channel Partners engaged and
motivated to work with your organisation
Session Five
Building a Robust and Sustainable Relationship with your Channel
Members
Moving from Un-trusted Unknown to Trusted Advisor Accelerating the journey
Having a mindset of channel members as partners in progress rather than
adversaries
Effective Communication - Delivering your requirements in a simple manner for
easy understanding
Jointly handling the challenges faced by your channels to help them achieve
profitable sales growth f
Managing wholesale channels
Exercise: This session will discuss initiatives and activities that will enhance your
channel relationship building skills

Featuring Your Course Trainer:

Kartik Raina Founder
Learning Facilitators
Ex MD
Bestfoods International ( Unilever Bestfoods)
Ex CEO
Dabur Foods
Kartik Raina is an MBA from Jamnalal Bajaj Institute of Management Studies, with a
specialization in Sales and Marketing
Mr. Raina began his career with RHL ( now Procter & Gamble).
He later worked for SmithKline Beecham (now GlaxoSmithKline) in various roles in Sales
and Brand management. finally as Head of All India Sales as well as Country Manager,
Bangladesh.
He then moved to Dabur (India) Ltd as GM (Sales and Marketing) . Here, he was elevated
to CEO of Daburs Foods business. In this assignment, he conceived and launched Real
Fruit Juice.
Internationally, he has headed the Consumer division for Fareast Mercantile Company,
Nigeria where he handled purchase of fish from Iceland, Norway, Faroe Islands and
Greenland for sales in Nigeria.
He has been on the Board of Nigerian German Chemicals (the Hoechst company in
Nigeria) as Executuve Director, Sales & Marketing for Nigeria, Ghana, Togo & Benin.
His last assignment abroad was as MD of Bestfoods International (Unilever Bestfoods),
Sri Lanka & Maldives, based in Colombo.
On return to India, he launched Dr. Morepen as its MD and also headed DCC which
Marketed Vardaan - a non-nicotine Beedi & Chabaaza, a safe Pan Masala substitute.
From 2005 he is running his own training and consulting company called Learning
Facilitators and has been involved in Channel related work with the following
clients :
GlaxoSmithKline Consumer HealthCare, India, China, Singapore, Malaysia, Indonesia,
Philippines , Vietnam, Nigeria & Ghana. (Developing new Go To Market Models &
related Ways of Working, Manualisation of SOPs as well as training of sales managers)
Tata Chemicals (Competencies of sales force, training & Channel Audit)
Tata Steel (Rural Activation)
Hindustan Unilever (Rural Activation),
Airtel - Mobility & DTH
HCL's Consumer Businesses
DSS Group (Olympus)
Abbott Nutrition (International) - India & Malaysia
TGI Group - India & Nigeria
Cadbury (Kraft) India
Group Danone, Singapore
E Merck - India
Radiohms Agencies (Nippo, Nuby & Glide)
Ruchi Soya Industries
VLCC
Golden Peakock Overseas
He has also been visiting faculty at various Management schools including:
IIM, Ahmedabad
SP Jain Institute, Mumbai, Singapore and Dubai campuses
MDI, Gurgaon
FMS, University of Delhi
Amity Business School, NOIDA
IIFT, New Delhi
IMI, New Delhi
IMT, Ghaziabad and Dubai
IBS, Hyderabad

Programme Schedule
Day One and Two
0830

Registration and coffee

0900

Case study presentation

0945

Morning session begins

1100

Morning refreshment and Networking Break

1130

Morning session continues

1230

Networking Luncheon

1330

Afternoon session begins

1530

Afternoon refreshment and Networking Break

1745

Course concludes

marcus evans reserves the right to change the venue of, or speakers at the conference should circumstances require. marcus evans

Register Now

Day Two

Contact Sales at marcus evans

Tel: +91 22 4231 7777
Fax: +91 22 4231 7300
Email: ananthim@marcusevansin.com

Tuesday 19th February 2013

Opening: Quick recap of day one and setting the tone and expectations for day two

Why you Cannot Miss this Event:

Session One
Handling Channel Conflicts: With a Channel and between Channels
The Genesis of Channel Conflicts: Expecting the unexpected when dealing with
large number of channels from various backgrounds
Using strategies of conflict resolution
Coping with situations that can arise from the sudden termination of a channel
partner due to Conflict

The Indian economy is a growing economy where new products and companies are set
up and introduced to the market every day. With plenty of players entering the market,
what most organisations are looking for in many industries are solutions to manage their
channel partners efficiently without affecting their profit margins.

Exercise: Assessing real life examples that will help you take effective steps when
faced with a conflict
Session Two Case Study Presentation
Managing Conflicts to Nurture Relationships with Channels
Managing conflicts with multi channel providers
Delivering information in the most appropriate manner to your channels
Understanding your channels needs and challenges and having them understand
yours
Identifying new ways to deal with unorganised channels to avoid further conflict
Ravi Singh Head Marketing
Essar Steel
Session Three
Measuring Channel Productivity and Reviewing Cost Effective Ways
to Maximise Profit Margins
Improving the productivity by conducting Coverage Reach and Frequency analysis
Incorporating reliable methods to maximise revenue and manage the cost of your
channels better so as to improve Channel Partner ROI .
Enhancing Partner's Sales Force productivity
Exercise: The session will offer different insights & examples from different
industries on Performance Metrics to track and improve Channel Partner
productivity
Session Four
Building a Sales Force to Manage Channels
Ensuring appropriate sales structures and systems
Ensuring role clarity and support at each level and creating a proper mindset
Recruitment, Induction and Training of company and Channel Partner sales force
Specialising your team into working with a set number of channels to ensure
appropriate attention is paid to every channel
Developing sharper negotiation skills
Exercise: This session will examine Best Practices and methodologies followed in
India and Internationally to ensure that the sales force is well equipped to handle
and negotiate with channels in the company's Go To Market Model

Effective channel management is something that Indian organisations need to make it

work in their business. Positive long term interactions are what organisations are looking
for because in todays time, its more than simply getting the product from the company
to the customer. The customers are now in the drivers seat when it comes to purchasing
power. Customers are looking for value in what they purchase and channel partners are
those who create the force in delivering the value that the customers are searching for.
This marcus evans training will not only give you insights to how you can increase
your return on investments but will also benefit you in so many other ways where
you can bring the most out of your partnership with your channel partners.
In a time like this where we face a global slowdown, there is a need to stay
ahead of the race. Attend this training to gain insights and to learn the
strategies that you and your organisation must equip yourselves with in order
to stay in the lead.

Who Should Attend:

Senior Vice Presidents, Vice Presidents, Directors, Heads, General Managers,
Senior Managers, Regional Managers, Managers of:

Channel
Distributions
Sales
Marketing
Key Account
Product
Business Development

Retail
Trade Marketing
Distribution Development
After Sales and Service
Channel Development
Strategic Alliances

Pharmaceuticals
Electricals and Electronics
Real Estate
Automobile Manufacturers

From the following industries:

FMCG
Manufacturing
Consumer Durables
Telecommunications
Chemicals and Petrochemicals

About the Endorser

The CMO Asia (www.cmoasia.org) network is dedicated to high level knowledge
exchange through Thought Leadership and Peer Networking opportunities amongst
decision makers across industry segments from across Asia. CMO Asia is represented by
members from across 25 countries.

About the Media Partner

Session Five
Using Management Information System (MIS) for Better
Management of your Sales, Field Force and Efficient Tracking of
Channels
Devising data analytics and corrective action strategies to keep track of your
channels' performance
Overcoming the issue of inconsistencies by creating a robust system to track your
channels progress
Use of technology from Distributor Management Systems to Handhelds

Audience Matters is a online web portal on media marketing and advertising. It

covers genres like print, electronic, digital, marketing and advertising. Our key features
are daily news updates, weekly interview and column updates from media honchos. We
also feature the latest advertisement or program promo on the video section of the site.
The main page also has an event update column wherein we post pictures of the latest
events and happenings of the industry.

In-House Training Solutions

Exercise: Delegates will examine and learn how to develop and use a database to
keep track of all current and potential channel performance

If you have a number of delegates with similar event needs, then you may wish to
consider having a professional in-house course delivered locally on-site. Course can be
tailored to specific requirements.

Session SIx
Looking at the Future Channel Innovations
The Digital Space - including On Line, Telemedicine etc.
Modern Trade
Multi-Level Marketing
Value of Servicing

Please contact Ananthi M. on +91 22 4231 7777 or

e-mail ananthim@marcusevansin.com. to discuss further possibilities.

marcus evans would like to thank everyone who has helped with the research and
organisation of this event, particularly the trainer, who has kindly committed and
supported the event.

Exercise: Delegates will be exposed to & discuss new types of Channels in India and
their experience so far. This will be used to shortlist any possible innovative/new
channels that they can exploit for their products.
* Summary & Close, followed by Feedback
marcus evans reserves the right to change the venue of, or speakers at the conference should circumstances require. marcus evans

Effective Channel Management

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Tel: +91 22 4231 7777
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18th & 19th February 2013

Novotel Juhu Beach Mumbai, India

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