Distribution Channel Strategy

Challenge

Our client, a consumer durables marketer, experienced a lack of discipline and structure in their distribution channel. This impacted both the stock and project sides of the business and often created unnecessary distributor conflict and customer confusion. There was also a large impact on sales and margins, which we able to quantify for the client.

Engagement

We created a distribution strategy and segmentation methodology by channel. This included the development of a wide variety of business development and marketing tools to make it easier to sell the clients products.

Results

  • Brought discipline and structure to a confusing marketplace
  • Strengthened relationships with the right distributor partners
  • Sales increased double digits within six months of implementation
  • Better local market representation and development