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EFFECTIVE DISTRIBUTION of FAST MOVING CONSUMER GOODS

This training is directed to owners or managers of production and distribution companies. It discusses effective measures for distribution of fast moving consumer goods. The capacities, pluses, minuses, and dangers of distribution schemes are analysed. A trade policy system is developed as a countermeasure to avoiding conflicts between the units in the distribution channel. Effective systems for trade structure management with a proven track of optimum parameters coverage are presented.
Cases are used from both global worldwide business practices as well as from Bulgarian business reality. At the end of the seminar the participants are encouraged to present valid arguments for developing of an improved fast moving consumer goods distribution.

Date for the next training:

There is no date set for next event

Training benefits

Gives effective distribution schemes and measures; Develops proficient trade policy system; Allows for improving existing consumer goods distribution; Offers practical advice on allocating investment and terms-of-trade; Exercises assessment and control

Training programme:

Day 1
09:00 – 09:30 Introduction and course objectives

09:30 – 10:00 Presenting participants’ expectations and concerns

10:00 – 10:15 Distribution - optimum product range positioning in maximum significant stores with minimum costs and risks
•Distribution channels
•Channel participants – interactions and conflicts

10:15 – 10:30 Coffee break

10:30 – 11:00 Distribution parameters and measures
•Numerical distribution
•Weighted distribution
•OOS – lack of traditionally available products

11:00 – 1:00 Distribution systems
•Logistics, storage and outsourcing
•Conventional and vertical marketing system
•Sub distributors and wholesalers
•Retail chains
•Professional customers and specialised channels
•Direct distribution – ExVan, presales, telesales, cross dog, merchandising

1:00 – 2:00 Lunch break

2:00 – 3:30 Sales engineering
•Determining priority markets
•Identifying distribution system types - hybrid and horizontal marketing system
•Selecting distribution intensity – intensive-, selective distribution, and exclusive distribution
•Deciding on personnel numbers
•Choosing vehicle numbers
•Range planning
•Display planning
• Investments and allocation planning
• Promotion planning and advertising media planning
•Managing sales prices

3:30 – 3:45 Coffee break

3:45 – 4:30 Distributors and allocation investment planning
Distribution contract parameters
Range
Coverage
Goods coverage
Average delivery value
Exclusivity
Marketing bonus

4:30 – 5:30 Practical assignments

Day 2
09:00 – 10:30 Practical advice on terms-of-trade and investments
•Total investment assessment of the distribution channel units
•Turnover expenses
•Investment allotment
•Ensuring permanent and just chain relationships
•Negotiating investments

10:30 – 10:45 Coffee break

10:45 – 11:15 Distribution channels’ unit benefits
•Contacts
•Experience
•Cost-effectiveness
•Specialisation
•Funding
•Risks and responsibilities

11:15 – 1:00 Evaluation criteria for main alternatives
•Economic criteria - comparison of the expenses for generating the same sales volumes for different distribution systems
•Controlling functions
•Adaptability criteria - balancing between long-term arrangements and flexibility option

1:00 – 2:00 Lunch break

2:00 – 3:00 Practical exercises

3:00 – 5:00 Trade personnel
•Structure
•Motivation
•Control and communication
•Place in the distribution system
•Standardising personnel’s activities
•Trade personnel and distribution channel units’ conflicts

5:00 – 5:30 Processes of assessment and control
•Comparing achieved results with the set goals
•Control areas
•Control methods
•Evaluation mode

Training suitable for:

- Distribution managers
- Owners of commercial companies
- Commercial executives

Training Inquiry

Pending.

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EFFECTIVE DISTRIBUTION of FAST MOVING CONSUMER GOODS