Rishabh Parekh 60243

The administration of existing channels to serve the cooperation of channel members in achieving the firm’s distribution objectives.
Motivation refers to the actions taken by the manufacturer to foster strong channel member cooperation in implementing the manufacturer’s distribution objectives.

Finding out the needs and problems of channel members Offering support to the channel members that is consistent with their needs and problems
Providing leadership through the effective use of power

   Research studies of channel members Research studies by outside parties Marketing channel audits  Distributor advisory councils .

   Cooperative Partnership or strategic alliance Distribution programming .

 Provide incentives for getting extra effort from channel members in the promotion of the products .

. A continuing and mutually supportive relationship.

 . professionally managed channel. A comprehensive set of policies for the promotion of a product through the channel. The development of a planned.

 The looseness of the organization of many channel systems A proclivity by channel members to avoid central direction Lack of single ownership No clear demarcation of a superiorsubordinate relationship    .


Pull Strategies Sales and Product (Value Offer) Training Guidelines for Channel Partnerships .Push Strategies Here are a few ways to give your new relationship a positive foundation.

.Introduce the distributor to your customers. Use press releases and other publicity vehicles to let the world know that your value offers can now be purchased from this source.

Go along on sales calls to your biggest end user accounts to help establish the distributor as the sources for your value offer or service.  Turn over any contracts or leads from the non-functioning distributor to the present one. . Help the distributor take over existing accounts.

and other collateral material for all of the distributor's sales personnel. literature.Build confidence with easy assignments. price sheets. Let distributors start by selling value offers that are easy to sell and accounts that are easy to close. . add in more complex value offers and accounts. Provide enough product samples. As they succeed.

. Conduct as much intensive. Give plenty of positive feedback on their work.Schedule factory visits and joint sales calls to build enthusiasm among the ranks. on-site and customer-call product training as the distributor allows.

In other words. these types of promotions push your value offer through the channel. A push strategy is any marketing activity that entices your COD to sell your value offers rather than those of other manufacturers the channel represents. Push strategy examples are: .

sporting goods. Travel incentive programs that award an allexpense-paid trip to a domestic or foreign destination for meeting a quota during a specified period of time. Merchandise programs that reward salespeople for performance with items such as televisions.  . clothing and gourmet foods.

thereby making it easy to sell the value offers to their customers and reap compensation (commission. . Training programs that increase the distributor salespeople's comfort level with your value offers. bonus) accordingly.

space advertising) that produce local market quality sales leads that materialize into real purchases. Monetary SPIFFS (special promotional incentive factory funds) that draw specific attention to certain models or groups of units in your value offer line. exhibitions.  . Local COOP advertising efforts (direct mail.

for the next sixty days. Special discounts or allowances that draw special attention to your value offer line through a limited-time offer. its channel will receive an additional 10 percent discount off the best published price on any order. . For example a manufacturer might announce that.

Pull strategy examples are: . . A pull strategy motivates the end user to approach your channel of distribution and "call out" for your value offer . .

 Space advertising in leading publications that generates qualified customer inquiries that produce actual purchases of your value offers. Media releases announcing new value offers or features.  . which cause potential end users to request further information or a demonstration from your distributor.

 . Exhibitions where end users spend time in your exhibit booth expressing an interest in your displayed value offer line. factory-issued cash rebate to end users that purchase your value offer form your channel of distribution. Rebate programs offering a limited-time.

 Direct mail campaigns targeted at qualified individuals who request further contact.  . Telemarketing efforts that can supply your distributor with telephone qualified sales leads that will culminate in actual purchases.

 Internet exposure via a Web page illustrating the features and benefits of your value offer line and that directs visitors to local distributors for further information. Radio and television advertising that promotes your value offer to potential end users that then contact your COD for additional details and sales information.  .

 Sales and product training programs can be tremendous motivational vehicles. They instil your distributor salespeople with confidence. thereby making your value offers easier and more comfortable for them to sell. especially when combined with other push strategies.  .

Ongoing value offer and sales training programs. New value offer launches. New market penetration.Initial distributor start up value offer and sales indoctrination. .

•Business management skills training .•Overall positioning of your organisation and value offer line/mix. •Competitive analysis. •Sales skills training.

When you have bad news. make sure your channel hears it directly from you. Rule 1: Be Honest and Accurate—Even if It's Painful –  Tell the truth consistently. not from a competitor or other third party. Share news—good or bad—promptly. . and your distributors will begin to respect and trust you.

and you create strong backers who will enthusiastically support your value offer marketing efforts within the distributor's organization. Communicate with everyone. Rule 2: Communicate With Every Level of Personnel to Ensure the Most Complete and Accurate Transmission of Your Channel Information Flow  All of them are your customers. .

 Rule 3: Consider the Needs of Your Channel Before You Implement New Policies  By all means avoid the "ivory tower" attitude that factory/manufacturer knows best. Listen to and consider your distributor’s opinions .

and everyone soon knows. Act incorrectly. 4: Use the Channel Telegraph Judiciously  Think through any policy or procedure before it is implemented. .

guard against glitches. . 5: Communicate With Other Friendly Channel Marketing Managers in Your Industry or Marketplace  Sharing your insights lets you glean customer and marketplace trend data that can help you compile accurate sales forecasts. keep up on news of distributors. and gather news of direct competitors. take advantage of market opportunities.



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