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Channel Management
Identify And Develop A Set Of Channel-Specific Channel Management Strategies, To Contribute Towards Your Organisation’s Overall Marketing And Go-To-Market Initiatives
27 – 29 August 2017
The Address Hotel, Dubai Marina, Dubai, UAE
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Channels with their consumer and shopper profiles, each play differing roles in the overall development of the categories in which any retail-orientated organisation operates. Recognising and exploiting these differences can assist organisations to push forward their own overall objectives for category and brand development. Every organisation therefore requires a clear strategy for developing and aligning channel marketing objectives of its respective category and brands within each of the channels that it operates in.

Each organisation requires to have the correct knowledge of its channels, insight into consumer and shopper research, together with a channel vision for the Point of Purchase (POP) to develop the best strategies for developing its overall presence in the retail trade.

Course Content
  • Demand Management And Insight Platforms
  • Key Channel Drivers
  • Roles And Importance Of Channels
  • Route-To-Market
  • Channel Definition Process And Segmentation
  • Channel Attractiveness
  • Consumer/Shopper – Definitions And Understanding The Differences
  • Consumer/Shopper Insights
  • Channel Prioritisation And Varying Investment Levels
  • Channel Attractiveness = Channel Strategies
  • Conducting A 3D SWOT Analysis
  • SMART Objectives
Who Should Attend

Although predominantly focused and orientated towards the FMCG trade, the programme would be applicable to operational personnel within other industries that trade across different retail channels. i.e. telco, electronic accessories, small electrical appliance and white goods suppliers etc.

  • Sales and Marketing personnel
  • Activation Managers
  • Sales Capability Managers and personnel
  • Go-to-Market Managers
  • Route-to-Market personnel
  • Senior Merchandising Managers
  • Managers that are members of a channel segmentation or route-to-market project team
Benefits Of Attending
  • Drive organisational growth through effective Channel Management, together with the key drivers
  • Apply the Channel Definition Process, based on the 'Consumer Activity Clustering' model
  • Develop channel-specific promotional strategies and evaluate them
  • Work with the 14-step Channel Planning Process tool
  • Establish channel-specific action plans
  • Learn how to use the Channel Management toolkits provided to you during this training

    Tony Lewis

    Being born and raised in the Middle East, and now based in Johannesburg, Tony has extensive experience across the Middle East and Africa regions. He has held senior sales and operations management positions with some of the world's largest multi-national blue-chip organisations over a 40-year career. Prior to going independent in 1995, he was Southern African Training Manager for The Coca-Cola Company (TCCC). On leaving, he established a consultancy specialising in capability development, training and route-to-market assessments, design and implementation.

    Tony has since held senior interim positions within TCCC and Partner Bottlers in many challenging developing and emerging markets of Africa, Middle East, Asia and Oceania. In addition, he has provided value-add consultancy services to many culturally diverse, multinational blue chip organisations, across a broad spectrum of industries in over 80 countries, often in ultra-competitive and challenging operational environments.

    With an in-depth knowledge of his subject, Tony is considered to be one of the world's leading sales and operations training designers and facilitators, being a master trainer in many internationally acclaimed programmes.

    At the enterprise level, Tony's driving strength and interest has been in developing people through his participative and informative outcome-based programmes that audiences find easy to relate to. He leads people to develop advanced sales, marketing, communication techniques and management strategies, resulting in their personal growth. His primary client base has been in the FMCG, Telecommunications, Banking, Cosmetics and Industrial industries. He holds a BA - degree in Industrial Psychology.

    The Address, Dubai Marina


    The Address Dubai Marina
    Dubai Marina
    P.O. Box 32923, Dubai, UAE
    T: +971 4 4367777
    F: +971 4 4367788

    click here for directions

    Standing tall in the heart of one of Dubai's most vibrant neighbourhoods, where crystal waters shimmer against modern architecture and luxury yachts moor alongside trendsetting restaurants, The Address Dubai Marina is a haven for the discerning traveller.

    With 200 luxurious rooms, five superb restaurants and lounges, a relaxing spa, spectacular infinity pool and state of the art meeting and event facilities, The Address Dubai Marina will keep you refreshed and inspired.

    Perfectly situated for your business needs, The Address Dubai Marina is just a short ride away from Dubai Media and Internet Cities, Knowledge Village, Jebel Ali Free Zone, and within walking distance from the metro station.

    And what is business without a little fun? With the white sand beaches of the Arabian Gulf just a stroll away, and the hotel's direct link to the stylish Dubai Marina Mall, The Address Dubai Marina gives you every reason to extend your stay and unwind.


    Special delegate rates have been negotiated at selected hotels and we highly recommend you secure your room reservation at the earliest to avoid last minute inconvenience. You can contact the Hospitality Desk for required assistance on:

    T:+971-4-407 2693
    F:+971-4-407 2517


    Delegates requiring visas should contact the hotel they wish to stay at directly, as soon as possible. Visas for non-GCC nationals may take several weeks to process.

Date Course Fee Before
18 June 2017
Course Fee Before
23 July 2017
Final Fee
27 – 29 August 2017
US$ 2,995 US$ 3,495 US$ 3,995
Course fees include documentation, luncheon and refreshments. Delegates who attend all sessions will receive a Certificate of Attendance


Book and pay full fee for two colleagues and the third attends for FREE

  • Not applicable in conjunction with corporate discounts
  • Payment to be settled before start of the course to avail the offer
  • This offer is not applicable on Early Bird Prices

For more information, email Andy Watts on

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