CMG Distributor Services

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CMG Distributor Services

  1. 1. Channel Marketing Group, Inc. Marketing strategy that gets results Channel Marketing Group, Inc. Pittsburgh 412.490.6950 [email_address] Raleigh 919.488.8635 [email_address] Web: www.channelmkt.com
  2. 2. Contents <ul><li>CMG Mission </li></ul><ul><li>CMG Principals </li></ul><ul><li>Why Retain a Channel Marketing Consultant </li></ul><ul><li>CMG Channel Marketing Model </li></ul><ul><li>Additional CMG Capabilities </li></ul><ul><li>CMG Process </li></ul>
  3. 3. CMG Mission Build profitable market share for distributors and manufacturers that market through wholesaler-distributors. Good Marketing starts with focus. The sharper your focus on target markets, customers and beating key competitors, the more penetrating force you apply to capturing market share..
  4. 4. The CMG Difference <ul><li>Targeting Customers is Important </li></ul><ul><li>But Targeting Top Competitors is THE most important thing to do after that </li></ul><ul><li>Your Job Is To Beat The Competitors </li></ul><ul><li>In a Segment at a Time </li></ul><ul><li>One at a Time </li></ul><ul><li>An Account a A Time </li></ul><ul><li>With a powerful Value Strategy </li></ul><ul><li>And a powerful Marketing Campaign as air cover </li></ul>
  5. 5. Why Work for Distributors AND Manufacturers? Working for both suppliers and distributors provides valuable insights on how to choose and work with your channel partners. We work for both distributors and manufacturers. That gives us a multi point view of what’s required for each to work with the other to take market share in the field.
  6. 6. Marketing Leads The Organization <ul><li>Marketing segments the market into pursuable opportunities </li></ul><ul><li>listens to customer needs, </li></ul><ul><li>benchmarks versus competitors, </li></ul><ul><li>specifies and leads the organization's response, </li></ul><ul><li>Establishes share and objectives , </li></ul><ul><li>leads the organization to build the capabilities to respond, </li></ul><ul><li>promotes capabilities to the customer, </li></ul><ul><li>and measures performance against strategic objectives </li></ul>Marketing is the lead function that listens to the customer, observes their needs, defines customer value, leads the organization to deliver it, and finally drives the process to promote and sell that value.
  7. 7. Anatomy of Strategy Desired Market Position Target, Listen, Define & Create Value, Lead Implementation The marketing-oriented company leads all functions to deliver customer-defined value and performance. Channel Marketing’s focus is on the areas in Yellow. Market Segment Needs Suppliers Organization Sales & Service Promotion Products & Services Financial Operations IT
  8. 8. CMG Principals <ul><li>24 years Channel Marketing Experience </li></ul><ul><li>GE, Cutler-Hammer Veteran 1978-95 </li></ul><ul><li>Distribution Industry Consultant since 1995 </li></ul><ul><li>18 Years Experience </li></ul><ul><li>12 years performance marketing industry experience </li></ul><ul><li>VP Marketing IMARK Marketing Group 1995-2000 </li></ul><ul><li>Distribution Industry Consultant since 2000 </li></ul>Experience, strategic analysis, planning and promotional development from one source. Neil Gillespie David Gordon
  9. 9. Why Retain a Channel Marketing Consultant? <ul><li>Knowledge & Experience </li></ul><ul><ul><li>Knowledge of the Industry </li></ul></ul><ul><ul><li>Industry Contacts </li></ul></ul><ul><ul><li>Relevant Experience </li></ul></ul><ul><li>Strategic Thinking & Creativity </li></ul><ul><ul><li>Research and Analysis Skills </li></ul></ul><ul><ul><li>Strategic Think-Tank </li></ul></ul><ul><ul><li>Catalysts for Organizational Innovation </li></ul></ul><ul><ul><li>Enhance Marketing Capabilities </li></ul></ul><ul><li>Process and Project Management </li></ul><ul><ul><li>Disciplined approaches </li></ul></ul><ul><ul><li>Project planning & implementation </li></ul></ul>Plus.. the invaluable third party perspective. Knowledge & Experience Process & Project Management Strategic Thinking & Creativity
  10. 10. Distributor Rebate Incentive Supplier Evaluation & Line Selection Manufacturer Marketing Tools & Co-Op $ <ul><li>Email Marketing </li></ul><ul><li>Web Marketing </li></ul><ul><li>Counter Merchandising </li></ul><ul><li>Counter Sales Tools </li></ul><ul><li>Inside Sales Tools </li></ul><ul><li>Outside Sales Tools </li></ul><ul><li>General Sales Tools </li></ul><ul><li>Catalogs </li></ul><ul><li>Telemarketing Scripts </li></ul><ul><li>Product Literature </li></ul><ul><li>Product Demos </li></ul><ul><li>Advertising Specialties </li></ul><ul><li>Seminar Tools </li></ul><ul><li>Open House Tools </li></ul><ul><li>Trade Show Tools </li></ul><ul><li>Signage </li></ul><ul><li>Direct Mail Capabilities Brochures </li></ul><ul><li>Magazine Ads </li></ul><ul><li>Radio Ads </li></ul><ul><li>Newspaper Ads </li></ul><ul><li>Flyers </li></ul><ul><li>Stuffers </li></ul><ul><li>Publicity </li></ul><ul><li>Product Training </li></ul><ul><li>Applications Training </li></ul><ul><li>Sales Training </li></ul><ul><li>Lead Tracking </li></ul>Universe of Companies Suspects Customers Distributor Activity Support 3 7 Return Prospects Marketing Plans & Programs 4 Reinvest in Local Marketing Activities Market Analysis & Strategy Marketing Database System Competitive Analysis 6 2 1 5 Increased Manufacturer Sales & Profits Reinvest in Programs & Tools Increased Distributor Sales & Profits <ul><li>Segment Share Positions </li></ul><ul><li>Product Share Positions </li></ul><ul><li>Competitive Customer Satisfaction </li></ul><ul><li>Marketing Strategy </li></ul><ul><li>Market Segment, Territory & Product Objectives </li></ul><ul><li>Marketing Programs Strategy </li></ul>Distributor Channel Marketing Model CMG will leave no stone unturned. Our extensive industry experience culminates in an unmatched knowledge of the tools and techniques that can be applied to take share in a channel-dominated industry
  11. 11. Strategy Development: Distributor Determine competitive share positions in key market segments and lines carried. (Input to Strategy in #1) 2. Competitive Analysis Review performance and results of rebate programs to maximize distributor bottom line profit. 7. Distributor Rebate Incentive Review data files and marketing systems, including website. Develop data structures, processes and systems to maximize target marketing capabilities, increase speed of developing and distributing promotional impressions. 6. Marketing System <ul><li>Develop Marketing Plans and Programs to maximize share of desired market segments. </li></ul><ul><li>Assist with implementation of marketing programs. </li></ul>5. Marketing Plans & Programs Determine if you have the right lines to competitively meet your product and market segment objectives. 4. Supplier Evaluation/Line Selection Evaluate marketing communications, use of manufacturer marketing resources and co-op program funds 3. Marketing, Tools & Coop <ul><li>Share position by market segment, territory. </li></ul><ul><li>Customer Profitability and Sales Analysis </li></ul><ul><li>Customer Perception of competitive service performance </li></ul><ul><li>Product and Service Strategy : Set segment objectives, product mix, service and promotional strategies </li></ul>1. Market Analysis & Strategy Strategic Essence Strategy Development Module
  12. 12. Distributor Process Flow Market Share & Sales Analysis Competitive Analysis Customer Perception Analysis Marketing, Marketing Tools and Co-op Review Supplier Lines Analysis & Planning Marketing Database & System Marketing Strategy, Plans & Programs Distributor Rebate Incentives
  13. 13. Distributor Incentives Distribution Portfolio Planning Distributor Marketing Tools & Co-Op $ <ul><li>Email Marketing </li></ul><ul><li>Web Marketing </li></ul><ul><li>Counter Merchandising </li></ul><ul><li>Counter Sales Tools </li></ul><ul><li>Inside Sales Tools </li></ul><ul><li>Outside Sales Tools </li></ul><ul><li>General Sales Tools </li></ul><ul><li>Catalogs </li></ul><ul><li>Telemarketing Scripts </li></ul><ul><li>Product Literature </li></ul><ul><li>Product Demos </li></ul><ul><li>Advertising Specialties </li></ul><ul><li>Seminar Tools </li></ul><ul><li>Open House Tools </li></ul><ul><li>Trade Show Tools </li></ul><ul><li>Signage </li></ul><ul><li>Direct Mail Capabilities Brochures </li></ul><ul><li>Magazine Ads </li></ul><ul><li>Radio Ads </li></ul><ul><li>Newspaper Ads </li></ul><ul><li>Flyers </li></ul><ul><li>Stuffers </li></ul><ul><li>Publicity </li></ul><ul><li>Product Training </li></ul><ul><li>Applications Training </li></ul><ul><li>Sales Training </li></ul><ul><li>Lead Tracking </li></ul>Universe of Companies Suspects Customers Distributor Activity Support 4 7 Return Prospects Strategic Marketing Commun-ications 3 Reinvest in Local Marketing Activities Market Analysis & Strategy Marketing Database System Distribution Planning System 6 2 1 5 Increased Manufacturer Sales & Profits Reinvest in Programs & Tools Increased Distributor Sales & Profits <ul><li>Product Share Positions </li></ul><ul><li>Channel Share Positions </li></ul><ul><li>Competitor Positions </li></ul><ul><li>Value Strategy </li></ul><ul><li>Marketing Strategy </li></ul><ul><li>Market Segment & Channel Objectives </li></ul>Manufacturer Channel Marketing Model CMG will leave no stone unturned. Our extensive industry experience culminates in an unmatched knowledge of the tools and techniques that can be applied to take share in a channel-dominated industry
  14. 14. Channel Strategy Development: Manufacturer Develop customized planning and authorization processes to maximize future market share through distribution channels. 3. Distribution Portfolio Planning Review performance and results of distributor reward and rebate programs, recommend strategies to maximize distributor growth and commitment to the line 7. Distributor Incentives Review end user and distributor data files and marketing systems, including websites. Develop systematic approaches to maximize target marketing, increase speed of coordinated marketing campaign implementation. 6. Marketing Database <ul><li>Develop database of all distributor locations in the channel with mix of business by brand and market segment. </li></ul><ul><li>Develop field planning & analysis application </li></ul>2. Distribution Planning System Develop marketing programs coordinated with distributor marketing programs to grow share in desired end markets 5. Strategic Marketing Communications Evaluate competitive performance of marketing tools, training, planning processes and coop funds provided to distributors. Recommend enhancements & alternatives. 4. Distributor Marketing Tools & Co-op <ul><li>Share position by market segment, territory. </li></ul><ul><li>Distributor Perception of competitive performance </li></ul><ul><li>Sales Force and Rep Evaluation & Planning </li></ul>1. Market Analysis & Strategy Strategic Essence Strategy Development Module
  15. 15. CMG: Results-Oriented Development Process Starts with Client Interview to Determine Client Objectives and/or and motivation for taking action. Strategic Analysis <ul><li>Position and Performance Assessment </li></ul><ul><li>Strategic Benchmarks </li></ul><ul><li>Program Objectives and Measurements </li></ul>Strategy Development Value Strategy, Organizational Response, Marketing Plans and Programs Implementation Support Guidance and Support During Implementation Implementation Plan Tasks, Deliverables, Performers, Schedules and Costs
  16. 16. Additional Services <ul><li>Customer Perception/Satisfaction Surveys </li></ul><ul><ul><li>See how you rate versus competition on key service attributes </li></ul></ul><ul><li>Customer Advisory Panels </li></ul><ul><li>Customized Market Research </li></ul><ul><ul><li>Interview, hard copy and web based surveys </li></ul></ul><ul><li>Key Account Marketing and Sales Programs </li></ul><ul><li>Business Development Strategies </li></ul><ul><ul><li>New Customer Targeting and Development </li></ul></ul><ul><ul><li>Customer Penetration Analysis & Strategy </li></ul></ul><ul><ul><ul><li>Penetration measurement </li></ul></ul></ul><ul><ul><ul><li>Customer Profitability Measurement </li></ul></ul></ul><ul><ul><ul><li>Segmented Service Programs </li></ul></ul></ul><ul><li>Marketing Database Assessment & Development </li></ul><ul><li>Promotion and Incentive Marketing Program Development </li></ul><ul><li>eMarketing Evaluation and Strategy Development </li></ul><ul><ul><li>Coordinated with offline marketing activities </li></ul></ul><ul><li>Marketing Via Webconferencing </li></ul><ul><ul><li>Get in on this fastest growing marketing communications tool </li></ul></ul><ul><ul><li>Low cost live web based training, webinars and infomercials </li></ul></ul><ul><ul><li>Technology assessment, recommendation </li></ul></ul><ul><ul><li>Programming development, content identification & sourcing </li></ul></ul>
  17. 17. Biographies <ul><li>Visit our Website for More about </li></ul><ul><ul><li>Neil Gillespie </li></ul></ul><ul><ul><li>David Gordon </li></ul></ul><ul><li>www.channelmkt.com </li></ul><ul><li>Download This Presentation </li></ul>

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