management of current distributors

8/9/2019 Management of Current Distributors

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Freisland|0774010b (CG-mw)

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Management of Current Distributors


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Management of current Distributors

Objectives

To increase profitable business through Distributors by leveragingefficiency and effectiveness


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Competencies

Delivers sustained competitive advantage at the Point of Purchasethrough distributors

Works effectively across all interfaces to deliver mutually beneficial

solution


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Programme

Day One Setting theScene Distributor roles

and responsibilities,

role of distributormanager

Understandingdistributorfinancials and salesteams

Day Two Setting theDirection The distributor

plan, setting and

monitoringdistributorperformanceindicators,motivatingdistributors

Day Three - Settingthe Relationship

Early warningsigns, managing

distributormeetings,managing thedistributorrelationship,dealing withconflict


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Organisation

Criteria for selection

Duration

Language

Group size

Location

Preparation

Attendance of the FoundationModules

3 days

Various

8-12 (1 trainer), 13-24(2 trainers)

Prework pack sent to delegates


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Pictorial agenda

Distributor

Role And

Responsibilities

The Importance OfWinning In The General Trade

Role Of The

Distributor

Manager

Setting The Scene

Distributor

Financials

Setting The Direction

Distributor

Business

Planning

Developing The

Relationship

Early Warning

Signs

Managing

Distributor

Performance

Motivating

Distributor

Personnel

Managing

Distributor

Meetings

Distributor

Relationship

Behaviours

Distributor

Health Check


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Distributor roles and responsibilities- The context

A Distributor should be seen as a strategic partner ofFrieslandCampinawith the FrieslandCampina standards

and the FrieslandCampina approach

They are effectively an extension of FrieslandCampina ownsales and distribution capability to either complement, or in

certain circumstances fully replace the FrieslandCampinadirect sales force in a country or geographical area

In order to manage a Distributor effectively and efficientlya Distributor Manager should understand the general roleof a Distributor and the specific role of their Distributors


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FrieslandCampina key challenges

MarketExploration

and/orinitial

presence

Market Entry

Growth

Maturity

Traditional

Distribution ROI Product Profitability Local Capability Consumer Understanding Route Into Market

Outlet Segmentation Weighted Distribution Product Range Local Capability Consumer Understanding

Outlet Segmentation Weighted Distribution Product Range Development Local Capability Training

Consumer/Shopper Insights Production Facilities?

Outlet Segmentation Product Range Development Local Capability Training Consumer/Shopper Insights

Mixed

TT Distribution ROI MTTrading Terms Media Costs Consumer Understanding Route Into Market

TT Distribution ROI MTTrading Terms Media Costs Range & Category Planning Consumer Understanding

Channel Planning POP Activation MT/TT Trade Investment Planning Category Based Launches Customer Partnerships Consumer/Shopper Insights Production Facilities?

Channel Planning POP Activation MT/TT Trade Investment Planning Category Based Launches Customer Partnerships Consumer/Shopper Insights Production Facilities

Developed

MTTrading Terms Media Costs Consumer Understanding NPD Development/ USP Shopper Marketing Route Into Market Category Based Launches

MTTrading Terms Media Costs Consumer Understanding Shopper Marketing Range & Category Planning Category Based Launches

Channel/Customer Planning POP Shopper Activation Trade Investment conditions Category Based Launches Customer Partnerships Consumer/Shopper Insights Production Facilities?

Channel/Customer Planning POP Shopper Activation Trade Investment conditions Category Based Launches Customer Partnerships Consumer/Shopper Insights Production Facilities


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(Co) Managing

Key Accounts

PortfolioManagement

Distributor File

Maintenance

ConductingReview and

DevelopmentMeetings

Presenting

Plans

Managing the Distributor

MonitoringPerformance

MotivatingDistributor

ManagementAnd - Sales

Teams

DevelopingAnnual

BusinessPlans

Selling And

Negotiating

BusinessPropositions

Key Activities

ProblemSolving

AnalyzingSales Data

(CDIS)

Supply ChainSupport

(Warehousepractice etc.)


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What does a motivated salesteam look like?

A professional sales force that consistently gives full commitment to selling our

products through the excellent implementation of our Brands activities and that

constantly seeks additional opportunities to sell more of our products in the right

channels in line with the Friesland Campina agreed strategies and objectives


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Follow - Up

Preparation

Introduction

Performance Review

Development Activity

Summary And Close

PreMeeting

The Meeting

Post Meeting

Distributor Review MeetingsFormat


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Ensure the two organizationsare aligned to one another

Developgenuinepersonal

relationships

The three relationship dimensions

Satisfyingthe

Distributorsprimarybusiness

needs

management of current distributors

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