Escolar Documentos
Profissional Documentos
Cultura Documentos
[Product Name]
Channel Strategy and Plan
Prepared By:
[Document Owner(s), Organization Role]
Version # [0.0] Updated on [0/0/0000 0:00 a.m.]
Effective [mm/dd/yyyy]
Channel Strategy and Plan.doc
Last printed 3/2/2012 2:06:00 PM
Acknowledgments
The contribution of the following individuals in preparing this document is gratefully
acknowledged:
[Contributors/reviewers/developers]
Role
Name
Phone #
E-Mail Address
Owner
Author
Contributor
Reviewer
Approval
Document Number
Document Name
Date Created (Draft)
Date Approved
Location
Medium of Distribution
Security Classification
Retention
Archive Location
Effective [mm/dd/yyyy]
Version [x.x]
Page 2
Date
Author
Change Description
[0.0]
[mm/dd/yyyy]
[Document Owner]
Document created
[0.0]
[mm/dd/yyyy]
[Change Owner]
Change 1
Change 2
Change n
Effective [mm/dd/yyyy]
Version [x.x]
Page 3
PREPARED:
(for acceptance)
ACCEPTED:
(for release)
Effective [mm/dd/yyyy]
Version [x.x]
DATE:___/___/___
([Name], Document Owner)
DATE:___/___/___
([Name, title], Project Sponsor)
Page 4
TABLE OF CONTENTS
1
Effective [mm/dd/yyyy]
Version [x.x]
Page 5
BUDGET ........................................................................................................................... 12
Effective [mm/dd/yyyy]
Version [x.x]
Page 6
EXECUTIVE SUMMARY
[Provide a high-level overview of channel strategy to executives.]
1.1
Background
[Provide information about why this channel strategy is required.]
1.2
Objectives
[Provide objectives that need to be achieved.]
1.3
Overview
[Provide a brief overview of strategy and plan.]
BUSINESS OBJECTIVES
[Define business objectives and alignment with strategic objectives.]
2.1
Objective A
[Insert objective here.]
2.2
Objective B
[Insert objective here.]
CHANNEL SCHEMA
3.1
Overview
[Describe channel schema.]
[Insert channel schema here.]
Effective [mm/dd/yyyy]
Version [x.x]
Page 7
CHANNELS ASSESSMENT
4.1
Channels Available
[Insert list of all available channels here.]
[Example]
Direct Marketing
Paid Advertising
o Radio
o Television
o Internet
Print
o Newspapers
o Magazines
o "Shoppers"
o Business telephone directory
o Residential telephone directory
o Chamber of Commerce directory
o Billboards
Direct Mail
o Letters
o Newsletters
o Pamphlets
o Postcards
o Coupons
o Bill stuffers
Telemarketing
o Customer service
o Direct marketing
o Inquiry handling
One-on-One Selling
o Presentation materials
o Personal letters
Retail
Retail Chains
o Kmart
o Target
o Wal-Mart
Department Stores
o J.C. Penney
o Marshall Field's
o Sears
Effective [mm/dd/yyyy]
Version [x.x]
Page 8
Wholesale
o Costco
o Sam's Club
4.2
4.2.1
4.2.2
4.2.3
Channel Capacity
[Channel Selling Unit Capacity * Number of Units
For example:
Telemarketing: 100 telemarketers * 10 units per day = 1,000 units per day capacity
Sales force:
100 sales reps * 1,000 units per week = 10,000 units per week capacity
Retail outlet:
1,000 outlets * 100 units per day = 100,000 units per day capacity]
4.2.4
Channel Productivity
[Channel Selling Unit Productivity * Number of Units * Rate per Unit
For example:
Telemarketing: 100 telemarketers * 10 units per day * $10 per unit = $10,000/day
Sales force:
100 sales reps * 1,000 units per week * $10 per unit = $1,000,000/week
Retail outlet:
1,000 outlets * 100 units per day * $10 per unit = $1,000,000/day]
4.3
Channel B
Channel C
Sales:
Cost of goods sold
Gross profit
Operating Expenses:
Selling, general and administrative
R&D
Nonrecurring expenses
Operating profit
Taxes
Net Profit
Effective [mm/dd/yyyy]
Version [x.x]
Page 9
4.4
Pros
Cons
Channel A
Channel B
Channel C
5.1
Competitor A
[Insert competitor's channel schema with competitive assessment here.]
5.2
Competitor B
[Insert competitor's channel schema with competitive assessment here.]
5.3
Summary
[Summarize overall weaknesses and strengths of your competitors' channel strategies.]
6.1
Effective [mm/dd/yyyy]
Version [x.x]
Page 10
6.2
6.3
6.4
Advantages
[List the advantages of using the preferred channel.]
6.5
Disadvantages
[List the disadvantages of using the preferred channel.]
6.6
Cost
[List the cost of using the preferred channel.]
6.7
Risks
[Identify the risks of using the preferred channel, and identify any mitigation strategies.]
TACTICAL PLAN
[Include activities and timing of channel selection and management that need to occur over
the next several months. The plan determines how many channel partners you want to
engage and when you want to engage them.]
[Insert channel marketing tactical calendar/plan here.]
Effective [mm/dd/yyyy]
Version [x.x]
Page 11
BUDGET
[Provide highlights of how much money you want to spend on channel activities. This
determination must take into account different pricing and discounting scenarios, revenue
and sales forecasts for both the overall business and the specific channels, and the overall
marketing budget.]
[Insert budget here.]
[Example]
Budget for Distribution Channels
Channel training
Channel promotions and incentives
Channel commissions/bonuses
Channel management
Customer acquisition and retention
Channel communication
Other
Total Budget
10
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
$0.00
11
CHANNEL FUNCTIONS
[Outline the functions you expect the channel to provide. Include more discounts for more
functions.]
[Insert channel schema with functions by channel type here.]
12
APPENDICES
Page 12
Effective [mm/dd/yyyy]
Version [x.x]
Page 13