With increasingly complex markets, changing consumer needs, products and services, it has become crucial to actively manage and utilise the right marketing channel when it comes to strategizing for the right marketing mix in order to maximize profit and gain competitive advantage.
Focusing on this need, REDC successfully conducted a 3-day programme on Managing Marketing Channels - Redefining “Go-To-Market” Strategies from April 16 - 18, 2019. This integrated programme is designed to enhance participant understanding of the current and potential impact of channel management decisions on one’s industry. With an emphasis on practical application and tactical execution, it equips the participants on channel design options, assessment of channel performance and channel economics, with key focus on customer preferences and overall corporate strategy.
Led by Programme Directors, Dr. Muhammad Luqman Awan, Dr. Moeen Naseer Butt and supported in teaching by Dr. Ehsan ul Haque, the programme explored different aspects of marketing channels including evolution of channel design, managing channel conflict and maintaining consistency, managing segments and customers, managing multiple channels, franchising and how to segment your channels according to the characteristics of your customers: their needs, buying patterns, success factors, etc.
To make the programme relevant to today’s industry, Mr. Ali Aziz , CEO of Shopistan.pk joined in as a guest speaker to share his insights with the participants. A diversified audience made up of marketing managers, sales heads, brand and channel managers, trade marketers and franchising managers joined the programme from 17 well-known organisations and making for a rich experience.
Experiential learning through case studies, simulation and group discussions on realistic scenarios added an exciting learning experience to the programme. The programme was well received by the participants, who appreciated the dedicated faculty and overall facilities provided by REDC. Gulraiz Aslam, Asst. Brand Manager, Shakarganj Foods, said, “This programme is a must for executives working for FMCG brands. It gives a detailed understanding on channel insight, problems faced and solutions to those problems.” Ain-ul-Abideen, Marketing Manager, Samsung, also praised the programme saying, “Managing Marketing Channels programme is a great learning experience with real business scenarios that would help all professionals excel in their future careers. Recommended for all industry professionals.”