Making Distribution Channels Decisions

This section focuses on how to use decision forms to make your distribution channels decisions (sales force and commercial budget). Visit section on Distribution Channels (section III.7) to learn more on how your budget is organized and what decisions you have to make.

The Distribution Channels decision form is displayed in Figure 50. The form includes one column per distribution channel and one row per marketed brand. Enter the number of commercial people that you wish to assign to each brand and each traditional distribution channel (Specialty Stores and Mass Merchandisers) ; enter the budget (in K$) that you wish to assign to each brand and each digital distribution channel (eStore and Pure Online Players). You can modify the allocation across distribution channels and the brands at no cost.

The form calculates total budget by brand, by channel and in total each time you enter new numbers.

The Distribution Channels Budget button takes you to a form showing your expenditures in distribution channels (sales force and commercial budget), broken down by channel, and a comparison with the previous period. The Distribution Channels budget Allocation button shows how your budget is allocated across markets, across channels and across brands. You may thus check that the numbers you have entered are in line with your overall market, channel and brand strategies.