Wat zijn kanaalconflicten en o welke wijze kan je als fabrikant inschatten of je een conflict zal krijgen met je onafhankelijke retailers. Inclusief een aanpak om ermee om te gaan

1. ManagingThe Channel Conflict14 september 2011

2. Channel ConflictChannel Conflictoccurs when manufacturers (OEM’s, brands) disintermediate their channel partners, such as distributors, retailers, dealers, and sales representatives, by selling their products direct to consumers through general marketing methods and/or over the internet through e-commerce.

3. In all layers of the value chainProducerImporterDistributorRetailerE-tailerPhysicalstoreInternetstoreConsumer

4. Why would you sell directly?

5. Becauseyourconsumers want it!?LLThe knowerThe doubterThe searcherRRLLemoratioemoratioemoratio

6. The digital ecosystemengageconvertretainserviceconsumerscomputermobileinfopillarsTVSocialNetworksOnline photo and videoWidgetsSocial bookmarkingBlogsMash upsComparisonsitesKnowledge sharingUser generatedcontentCompany.com

7. internetofflineother

8. Customer Journey internetofflineother

9. Customer Journey (2)internetofflineother

10. Customer Journey Consumer (3)internetofflineother

11. Customer Journeys: conclusioninternetofflineother

12. producerretailershowroomdealerdealerdo it yourselfcustomercustomercustomercustomercustomercustomer

13. distributorlabel xcustomercustomerdealercustomerdealercustomercustomercustomerdo it yourselfbrandshowroom

15. So every industry is multichannelofflineonlineballstoolsclubsapparelhandkerchiefscoursestraveltrolleys

16. Because the companies want it…What is the lure for manufacturers to sell directly?Leverage the power of their brand

17. Margin

18. Consumer data

19. Ability to control/affect sales process

20. Better quantify marketing spend

21. Fight counterfeit cycle

22. Flagship store to tell their storyStep 1: is itworthit?What is your potential direct sales?

23. Step 2: is there really a problem?Are the channels really attempting to serve the same end users?Do channels mistakenly believe they are competing when in fact they are benefiting from each other's actions?3. Is the declining profitability of a player genuinely the result of anotherchannel’s encroachment?4. Will a channel’s decline necessarily harm a manufacturers' profits?

24. Step 3: Who’s in the driver’s seat?

25. 1. What’s thepower of your brand?

26. 2. What’s the power of your distribution channel?80%-20%?Distributors in driver seat80%20%

27. 2. What’s the power of your distribution channel?80%-80%?Producer in driver seat80%80%

28. 3. How much value does your reseller really add?

29. Strategies to cope with the conflictAdded value retailerhighlowproducerpowerretailers

30. Strategies to handle the conflictAdded value retailerhighlowproducercompetepowerretailers

32. Strategies to handle the conflictAdded value retailerhighlowproducerpowerretailersforwardintegration

34. Strategies to handle the conflictAdded value retailerhighlowproducerguidepowerretailers

35. Strategies to handle the conflictAdded value retailerhighlowproducerpowerretailersco-operate

36. invoicetrainingavailabilityturnover overviews$return goodsbranddistributordealerinvoiceserviceavailability$return goodscustomer

37. branddistributormanualsavailabilityturnover overviews$return goodsdealercustomer$return goodsinvoiceserviceavailability

38. Example: Shop online pick up at store

39. Guide

40. Shop.CallawayGolf.com

41. cooperate

48. The corporateecosystem....CampaignwebsitecontentwebsiteContent sitescontentMobielInspirationManualOrientationBuyReview sitesVideosInfo aboutproductsand pricesserviceYouTubeFanpageRSS feedBlogsCommunities

49. ResumeDo your consumers want it?Is there really a problem?Who is in control?Define your strategy

50. But….10 years from now there will be no channel conflict anymore.

51. 14 september 2011Over Jungle Minds