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1、Innovative Channel Management Brief profile Marketing taken together, they represent a balanced mix9Customers have increasingly differentiated needs hybrid customers with varied and changing channel preferences are replacing single-channel customers and demand the expansion of the channel mix10Custo
2、mers encourage sales channel integration the opportunity for “channel hopping“ during the purchasing process is increasingly expected and improves customer satisfactionSource: Roland Berger2MUC-81010-326-04-08-E.pptInnovative channel management aims to efficiently and sustainably exploit customer po
3、tentialObjectives of innovative channel managementExploit potentialSafeguard customer retentionEnsure resource efficiency123Exploiting the potential of - Existing customers - Existing segments - New segmentsStronger retention of - Customers - Sales partners - Influential partiesIncreasing efficiency
4、 in - Sales channel support - Deploying sales resourcesSource: Roland Berger3MUC-81010-326-04-08-E.pptInnovative channel management pursues an integrated approach with a value orientation Establish a management information system Adjust structures Adapt processes Initiate sales controlling Draw up a
5、 business plan at sales channel level Allocate resources with a view to value Define sales/marketing targets Identify untapped potential in the channel mix Select channels/touchpoints Determine the channel mix Specify touchpoint details Identify/prioritize channel requirements/prerequisites for succ
6、ess Systematically develop channel support Identify and evaluate conflicts Reduce/avoid conflictsSource: Roland BergerICMImplemen- tationChannel strategyStrategic steeringChannel conceptsConflict management4MUC-81010-326-04-08-E.pptInnovative channel management can bring a significant increase in sa
7、les and a major reduction in costsBenefits of innovative channel managementAreasApproachesExamples of impactImplementation of new innovative sales channels Increasing sales by means of penetrating new segments Achieving greater penetration of existing segments Sales increased by 5% in the electronic
8、s industryManagement of channel conflicts Reducing number of existing conflicts Avoiding new conflicts Sales increased by 3% for a PC manufacturer by means of increasing retail supportOptimization of channel mix Increasing the profitability of individual segments/channels Segment-specific sales cost
9、s cut by 10% in the TC industryReduction of costs within sales Transferring customers to the retail division Reducing overlaps in sales Optimizing customer support concepts Specific sales channel costs cut by up to 30% in TC industry channelsSource: Roland Berger5MUC-81010-326-04-08-E.pptChannel str
10、ategyCHANNEL STRATEGY6MUC-81010-326-04-08-E.pptICMThe channel strategy must respond to the current strategic challenges in salesSales/profit targets are not mete.g. operational margin needs to be increased by 2%, share of the home improvement market needs to be increased1.ProblemsThe sales channel m
11、ix no longer fulfills the market requirementse.g. competitors force their way into new channels, customers expect a multi- channel presence2.Customers are not satisfied with the quality of sales channel supporte.g. indirect sales channels provide an unsatisfactory service3.The sales channel mix is n
12、ot aligned with customer segmentse.g. none of the customer segments receives a custom-tailored offering (over/under-servicing)4.Channel strategyCHANNEL STRATEGYSource: Roland Berger7MUC-81010-326-04-08-E.pptThe channel strategy uncovers untapped customer potential and illustrates how it can be explo
13、itedTransparency on untapped potential and weaknesses in current sales channelsClarity on which channels can offer which products to which customer segments profitablyStrategy for an identified target channel portfolio and specific targets per channelTransparency phase Conducting matrix analysis to
14、identify sales, market share, margins, etc. Segments vs. channels Segments vs. products Products vs. channels Conducting external benchmarking to identify innovative approaches and trends in the market Analyzing customer touchpoints Surveying customers Analyzing weaknesses3-4 weeksDefining areas whe
15、re strategic action is required Developing strategic options Discussing the strategic options within sales/with selected customers/ focus groups Evaluating the strategic options Selecting areas where strategic action is required and identify how to take the action2-4 weeksDefining strategic targets
16、Establishing target matrices Segments vs. channels Segments vs. products Products vs. channels Defining customer touchpoints Developing strategic principles for channel management Deriving action plans to support target achievement2 weeks123Channel strategy: procedure and resultsCHANNEL STRATEGYSource: Roland Berger8MUC-81010-326-04-08-E.pptChannel conceptsCHANNEL CONCEPTS9MUC-81010-326-04-08-E.pptThe channel concepts aim to p
