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Channels

  • Published 25/08/2014
In this tool, you and your distributor walk through the distribution plan and all necessary links of trade. Identify the sales channels through which your product can be distributed and how to most efficiently organize these.

How will you bring your products to the market? In this tool, you and your partner will design the go-to-market approach. Once you have defined your segments, discuss how to best reach them and what to be aware of in the process. Examples of issues to consider include:

 

  • In which outlets would each segment typically look for this type of product or service? Are online sales prevalent?
  • Do some segments use tenders? How are they organized?
  • How many steps are there between your distributor and the customer? How much knowledge and/or control does your partner have over the value chain?
  • If sub-dealers are necessary, how does your partner work with them?

 

Decision makers and influencers

The perceived value of the product depends on who’s assessing the product. For each segment, discuss the typical decision maker or decision-making process. Is it a doctor or a manager who typically decides on which product to buy? Who influences decisions? How will sales be organized to best reach the actual decision makers? 

 

 

 




 

 

 

"Your local distributor will likely have little control over the value chain. International branded goods are also sold through informal mom-and-pop shops. You need to understand the informal market segment to position your products properly"

 Jacob Bejer, MD Heidelberg Nigeria