Effective Channel Management
Spearheading effective channel strategies while reaching to your customers for an
optimum business performance
Mumbai, India
7th & 8th April 2011
Book and Pay
Book before 13th March 2011 and pay only INR 49,500
Book after 13th March 2011 and pay only INR 55,500
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Book before 13th March 2011 and pay only USD1195
Book after 13th March 2011 and pay only USD1295
Your course facilitators:
Sukumar Narasimhan Senior Vice President
Reliance Group of Industries, India
He was voted the “Best young materials manager”in India in 1990,
based on a competition organised by the International Federation for
Purchasing & Materials Management (IFPMM), Sweden and the
Indian Institute of Materials Management (IIMM), Mumbai.
Inder Madhan Consultant
Interactive Learning Solutions
Inder has trained several hundred participants in sales strategies,
channel management, negotiation skills, service excellence and soft
skills from various industries including retail, FMCG, automotive, IT,
insurance and financial products.
Testimonials from trainer’s previous clients:
“We would like to thank Inder for the wonderful work he did in teaching
our executives about the intricacies of high value sales. The participants
enjoyed the programme and were able to apply the learning on the
job”
Networth Stockbroking Limited
“Inder delivered several programmes to our management team over a
period of time. He combines humour and energy with thorough
knowledge of the subject, delivered in a style that makes learning easy
to retain and apply to real life situations”
Bharti Telesoft Limited
“Inder is an asset much valued by us at the school. He is talented and is
someone who can be trusted to carry a project forth. He delivers great
results, is very personable and high on integrity.”
Times School of Marketing
*Early Bird & Group Discounts
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professional training
“Next to doing the right thing, the most
important thing is to let people know
you are doing the right thing”
John D. Rockefeller
In this competitive market it is rather important to have the right channel strategy to
ensure revenue and business growth. Channel management strategy determines the
success or in some cases failure of a company. However, a well designed strategy will
determine or accelerate the performance of a company.
Featuring an exclusive case study presentation on:
Recruiting and selecting your channel members for effective relationship
Guest speaker:
Sanjeev Nimkar Director Marketing
Philips Electronics India Limited
Sanjeev has 15 years experience in sales, marketing and channel management
Attend this informative event and gain practical insights into:
• Sustaining channel’s performance with holistic approaches to maximise profits
• Delivering customer experience across multiple channels for a successful business
• Minimising channel conflicts while creating a win-win situation to improve performance
• Evaluating channel performance in multi channel environments for effective results
• Developing and leveraging your channel partner strategies and strengths
• Increasing profit and market share through effective channel management
• Discovering innovative ways of managing and sustaining channel issues
marcus evans training courses are thoroughly researched and
structured to provide intense and intimate practical training
to your organisation. Our format:
• Combination of educational presentation and case studies, productive in-session
assignments and participants collaboration to provide actionable learning
• Detailed pre-course questionnaires to allow you to tailor the programme to address your
individual concerns
• Hard copies of presentation materials and tools
Pre-course questionnaire
To ensure that you gain maximum benefit from this event, a detailed questionnaire will be
sent to you to establish exactly what your training needs are. The completed forms will be
analysed by the course trainer. As a result, we ensure the course is delivered at an appropriate
level and that relevant issues will be addressed. The comprehensive course material will
enable you to digest the subject matter in your own time.
Day 1
Thursday 7th April 2011
Facilitated by:
Sukumar Narasimhan Senior Vice President
Reliance Group of Industries
Session One
Developing a new way of channel management while capturing more
revenue from your existing channel partners
• Analysing the need for channel partners in determining revenue – Inevitable or desirable?
• Maintaining the channels while looking at primary business objectives
• Expectations of the entities in the process – How do we ensure convergence?
Session Two
Continuity is key: Ensuring operational efficiency in channel management
through optimally designed processes
• Devising processes and an optimal channel structure using systems dynamics models
• Effective ways of capturing customers’ association through the channel for designing
promotional strategies
• Creating a ‘visible’ flow in the business along the channel ‘pipeline’
Session Three
Execution on-the-ground is the essence: Devising an enabling framework for
effective channel management
• Importance of clear policies and procedures in channel partner management
• Selection an effective performance management regime
• Designing effective reward and recognition systems in meeting organisations’ goals
Session Four
Assessing the impact of channel decision while looking at progressive
strategies in adapting to marketplace realities
• Discovering trends in channel management and the effect on decision making
• Anaylsing the complexity of being a channel partner
• Creating targeted reward and recognition programs based on channel partner performance
• Highlighting the right tools for channel partner evaluation and performance measurement
Session Five
Going beyond the obvious: Value added channel management
• Using alternative means to reach customers in a fragmented market
• Driving active sales efforts with effective distribution channel development
• Importance of partner management system that determines product delivery to the end
consumer
Session Six
Empowering the use of channel score card in maximising the effectiveness of
direct sales organisations, representatives, distributors and resellers
• Developing segmented communication plan to improve partner satisfaction
• Sharing the same goals and recognising value from the relationship
• Facilitating the alignment of strategies within the channel, and defining clear partnership
goals
• Validating "score card" by looking at previously won business and updating it on an on-
going basis
Session Seven
Recruiting and selecting your channel members for effective relationship
• Explaining the need for channel members in delivering companies objectives
• Setting up the suitable channel framework to meet business objectives
• Defining role clarity of purpose and objectives from channel partners
• Looking at channel partner profiles before recruitment
• Addressing the scenario of scouting, evaluating ,appointing, hand holding and assessment
• Recognising the role of top management in recruitment and termination
• Real life examples of success and failures of relationship in channel
Providing a powerful platform for distribution of products - Real life examples
from Philips India
• Mapping the way in recognising channel conflicts to provide value to the customer and
opportunity for all channel members
• Recognising types of channel conflicts
- Wholesale Vs. Retail
- Direct sales channel Vs. Trade channel
- OEM channel Vs. Trade channel
- Modern retail Vs. Traditional trade
• Territory crossovers
- Urban channels Vs Rural super stockist
- Local trade Vs Gray market imports
- Company products Vs imitation sellers
• Real life examples
• Sharing of successful solutions and failed actions
Guest speaker:
Sanjeev Nimkar Director Marketing
Philips Electronics India Limited
About your course facilitator
Sukumar Narasimhan Senior Vice President
Reliance Group of Industries, India
Currently senior vice president, supply chain with Reliance Industries Limited, India’s largest
private sector enterprise, Sukumar has more than 27 years of experience handling different
segments of the supply chain both at the operational & strategic level in firms from diverse
industry segments. Beginning his career with the public sector Hindustan Copper, Sukumar
has worked through organisations like Hindustan Ciba – Geigy (now Novartis), Parke-Davis
& Warner Lambert (now part of Pfizer) and briefly even with Miebach Logistics in India.
Among his other responsibilities, Sukumar has trained the company employees in TQM
extensively earlier on, he has worked in a consulting assignment with the erstwhile
PriceWaterHouseCoopers and with Oracle in India as the industry expert for the life sciences
and consumer products group. Sukumar has worked briefly in the US with a SAP Certified
solution provider in Houston, Texas where he was involved with the overall operations
function of the firm. Sukumar believes supply chain is an intricate science that calls for the
convergence of many skills. Anyone with a penchant for process management (having
internalised the philosophy of Total Quality Management (TQM) and imbibed the by now
famous “Theory of Constraints” propounded by Eliyahu Goldratt), who also has a keen
understanding of the fundamentals of the human psyche, will represent according to him,
the perfect elixir for churning the juice out of a supply chain management responsibility.
Although this recipe is stringent, Sukumar says he stands by his Bill of Material!! A Post
Graduate in Economics and Masters in Marketing Management with a Post-Graduate
Diploma in Materials management, Sukumar speaks on any aspect of Supply Chain
Management and has apparently drawn very good reviews of not only the manner in which
he presents, but also the thoughts he provokes among the audience! He was voted the
BEST YOUNG MATERIALS MANAGER in India in 1990, based on a competition organised
by the International Federation for Purchasing & Materials Management (IFPMM), Sweden
and the Indian Institute of Materials Management (IIMM), Mumbai.
Why you cannot miss this event:
Channel managers are the back-bone of any organisation. Effective channel management
can create formalised programs for selling and servicing customers within a specific channel,
to positively impact your business. A lot of companies are seeking the best possible ways to
support their partners in achieving increased market share and delivering business growth.
Recruiting the right channel partners and maintaining them is the key to succeed in retaining
customers. The most important element is building and delivering right message to the right
partners on the right platforms and getting the most value from partnership and selling
through indirect channels.
Effective channel management programme will determine the essence of understanding
your client’s sales and channel issues, multiple channel management approach, sales force,
skill building, innovative channel strategies and maximising the reach of channels in rural
areas .This event aims at providing excellent discussions and activities and real-time channel
issues faced by delegates in order to help them to solve these issues predominantly. This
workshop will address the needs of consumer goods and services companies selling through
wholesalers and retailers; business-to-business firms working through independent
distributors and sales representative firms; retailers seeking to improve efficiency in an
increasingly competitive marketplace; and intermediaries seeking to preserve their role in an
increasingly fluid channel structure.
If you want to increase you sales channel performance and revenue, then you need
to attend this training.
Who should attend?
Directors, Heads, General Managers, Senior Managers, Regional Managers,
Managers of:
• Channel • Distributions
• Sales • Marketing
• Key Account • Product
• Brand • Business Development
• Pricing • Logistics
• Retail • Trade Marketing
• Distribution Development • Marketing Communications
• Sales and Service • Channel Development
• Strategic Alliances • Indirect Channel
From the following industries:
• FMCG
• Large Retailers and Retail Chains
• Consumer Durables
• Hospitality and Restaurant Chains
• Telecommunications
• Chemicals & Petrochemicals
• Electricals & Electronics
• Pharmaceuticals / Healthcare
• Manufacturing
• Engineering
• Banking / Financial Services / Insurance
• Automobile Compartment / Manufacturers / Distributors
 Register Now
Day 2 Contact Marketing at marcus evans
Tel: +603 2723 6757
Fax: +603 2723 6699
Friday 8th April 2011 Email: catherinef@marcusevanskl.com

Channel Management - A partnership approach

About your course facilitator
Facilitated by:
Inder Madhan Consultant Inder Madhan Consultant
Interactive Learning Solutions Interactive Learning Solutions
Inder Madhan is an accomplished training professional who has helped several Fortune 500
Session One organisations achieve excellence in the human domain through his proactive training
Leveraging your channel strengths to maximise sales solutions and interventions.A mechanical engineer and a management graduate from
• Examining your market objectives in the context of channels prestigious institutes, Inder has over 30 years’ experience in India, Africa and the Middle
• Identifying current state of achievement of these objectives – Channel wise East in the areas of Sales, Marketing, Operations, General Management, HR, Training and
• Establishing areas of improvement and analysing reasons for those gaps Consulting. He has held senior level positions across the FMCG, Retail, Automotive, Real
Estate, Contracting, General Trading, Training & Development sectors. He is an astute
• Creating an action plan to plug the achievement gaps
entrepreneur who holds the distinction of establishing business operations and has also
• Understanding the critical role your channel partner plays in sales maximisation and other
been involved in mergers and acquisitions. He has also consulted with several organisations
tangible market objectives
to assist them in defining their operating and HR processes.
• Bringing your channel partners on board and motivating them to work towards common goals
Inder has vast experience of managing people, processes and training center operations in
Exercise – List your brand and market objectives, examine how you can leverage your channel the manufacturing (both line and process), FMCG, retail and contracting domains. He has
to achieve your objectives initiated and managed large scale roll-outs nationally, and across borders. He has personally
trained several thousand delegates on Behavioral Change, Selling Skills, Negotiation Skills,
Retail Management, Channel Activation, Team Building, Leadership and Management
Session Two Development Programs. Inder has a keen interest in education and youth empowerment as
The distributor’s dashboard – Maximising their ROI a vehicle of nation building, and is a visiting lecturer at various management colleges.
• Building relationship while respecting your distributor’s business objectives and aspirations
• Examining the controls and levers available to you for managing the distributor’s ROI Brief overview
• Managing the three critical factors that impact ROI • Accomplished training professional – helping organisations achieve excellence in the
• Getting your distributor to see you as a growth partner by maximising their profits human capital domain, through proactive learning solutions and interventions.
• Mechanical engineer and management graduate – over 30 years’ experience in India and
Exercise – Using the Dashboard and Levers, calculate and improve a sample distributor’s ROI overseas in the areas of Sales, Marketing, Operations, General Management, HR, Training
and Consulting.
Session Three • Vast experience of managing people, processes and training centre operations in the
Channel Conflict – Cause and effect Manufacturing, Automotive, FMCG and Retail domains.
A video on channel conflict will be shown featuring Dr Kenneth Thomas who is a world • Managed large projects nationally, and across borders. Trained several thousand delegates on:
renowned expert on conflict and resolutions - Selling and consulting skills
• Recognising the negative emotional and tangible effects on both parties in conflict - Account management strategies
management - Negotiation skills
• Common areas of disagreement and the potential areas for channel conflict - FMCG and Retail – sales and management
• Conflict avoidance versus conflict management – The key role of channel communication - Leadership and management skills development
• The importance of channel engagement – Impact of sales-force behaviours on channel
response Professional experience
• Appreciating the impact of channel conflict on the consumer • 8 years in the Manufacturing and Automotive sector handling brands such as Schorling,
• Recognising conflict resolution techniques to sustain channel relationships and prevent channel Honda, Volvo and Chrysler in India and the Middle East.
partner and consumer attrition • 12 years in Africa and the Middle East, handling Real Estate Development, Beverages
Processing, FMCG (food and non-food), Power Products and Automotive Components
Survival at Sea – An exercise in negotiation and conflict avoidance – small group activity trading.
• 2 years in Water Features Engineering in Muscat and Dubai. Responsible for Commercial
Contracts Management, Marketing and Business Development.
Session Four
Cooperative Channel Communication – A partnership approach • 1 year with an Indo-Australian chain of Health and Beauty stores as General
• Understanding the rational-emotive impact of your communication with your channel partners Manager/COO. Responsible for strategic planning, P&L, HR, retail operations, logistics,
supply chain, and customer relationship management.
• Appreciating the need to match your communication style with your channel partners’
expectations and communication behaviours • 1 year in India with a leading training organisation as functional skills trainer
• Transactional communication versus relationship oriented interactions • Independent Trainer and Corporate Consultant since August 2001
• Learning to focus on creating positive experiences that contribute to business results Companies that he has conducted trainings with:
• Building great partnerships while using communication as a contributor to conflict versus • Hindustan Unilever Limited • Marico Industries
communication
• ITC Limited • Dr. Morepen Lifespring
• Moving away from “telling” and developing an approach of “asking” – Establishing a true
business partnership focused on positive experiences and results • Allied Blenders and Distillers • Live-in Fashion
• Home Solutions Retail • Interiors Espania
Session Five • Samsung • Ford Motors
Shaping tomorrow’s business, while initiating and managing change • TVS Motors • Mark Auto Industries
• Looking at the evolving consumer, their expectations and challenges in channel management • Roop Auto • Egis India
• The change imperative in an organisation and its reflections • Solaris Chemtech • HP India
• Diagnosing change: Investigation to understand the need for change • Microsoft • Novell Networks
• Resistance to change: Identifying the action when people push back against the change • Alcatel-Lucent • New Horizons India
• Managing change by understanding and applying Kotler's 8-step change model • Bharti Telesoft • Wipro BPO
• Managing stakeholders and its implication in initiating change • EXL Services • Steria
• Planning for change: Building a bullet-proof plan • AOL • Swissfone India
• Airtel • Tata Teleservices
Methodology of the course:
• Networth Stockbroking • Kotak Securities
• High on energy
• ICICI Prudential • Times Centre for Media Studies
• Question based discussion
• IILM • ITM
• Interactive and engaging style of delivery
• BIMS • Schenker India
• Will include case studies and group activities
• Expo Lanka • Global Energy Talent

In-House Training Solutions

Workshop schedule
If you have a number of delegates with similar training needs, then you may wish to consider
having an In-House Training solution delivered locally on-site. Course can be tailored to specific 0830 Registration and coffee
requirements. 0900 Morning session begins
For further details, please use the contact information given on the last page of this brochure. 1100 - 1130 Morning refreshment and Networking Break
1130 Morning session continues
1230 Networking Luncheon
1330 Afternoon session begins
marcus evans would like to thank everyone who has helped with the research and
1530 - 1600 Afternoon refreshment and Networking Break
organisation of this event, particularly the trainer, who has kindly committed and supported
the event. 1730 Course concludes

marcus evans reserves the right to change the venue of, or speakers at the conference should circumstances require. © marcus evans
 Effective Channel Management
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Tel: +603 2723 6757
CATHERINE FOO
Fax: +603 2723 6699
Fax: +603 2723 6699 Email: catherinef@marcusevanskl.com

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Date: 7th & 8th April 2011
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