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$45.00
  • Tool ID: 2002
  • Author: OliiR Academy

Channels of Distribution – 3-Month Evaluation

$45.00
  • Tool ID: 2002
  • Author: OliiR Academy

Tool's Overview

It addresses the risk of misaligned channel expansion—where products are listed in channels that do not support their pricing, packaging, cost-to-serve, or shopper dynamics—by providing a structured, fact-based evaluation framework.

The tool enables Sales and Trade Marketing teams to make intentional channel choices, ensuring that channel presence is driven by category logic, portfolio suitability, and sustainable economics, rather than opportunistic distribution.

What This Tool Does

  • Evaluates whether a channel is a driver or service channel for the category
  • Assesses selling costs and margin structure at channel level
  • Reviews competitive presence and intensity within the channel
  • Analyses price points, discounting behaviour, and channel economics
  • Tests packaging suitability, including size, format, and non-traditional opportunities
  • Examines shopper profile, concentration of top contributors, and potential for shopper programs
  • Assesses channel scale, outlet universe, and contribution versus market size
  • Consolidates insights into a clear channel–portfolio alignment assessment

When to Use This Tool

This tool should be used:

  • When selecting channels for portfolio expansion or rationalisation
  • During route-to-market or channel strategy reviews
  • Ahead of new product launches requiring channel-specific decisions
  • When evaluating cost-to-serve, margin pressure, or portfolio dilution
  • As part of Sales and Trade Marketing planning cycles and annual reviews
  • Prior to committing resources, packaging changes, or shopper investments

Who Should Use This Tool

This tool is intended for commercial teams responsible for trade decision-making and execution, including:

  • Trade Marketing teams within brand owners and distributors
  • Category Management teams responsible for category performance and channel roles
  • Sales teams involved in channel planning, customer coverage, and negotiations
  • Commercial and Business Planning teams overseeing portfolio strategy and investment decisions
  • Distributor Trade Marketing and Sales teams managing multi-principal portfolios
  • Brand / Principal teams working with distributors to align portfolio strategy to channel realities

How the Tool Is Structured

The Excel file is organised to support structured channel evaluation, including:

  • Defined assessment areas covering price, packaging, shopper, and channel features
  • Guided needs-analysis questions to ensure consistent evaluation
  • Input sections for qualitative and quantitative assessment
  • A consolidated result and outcome view to support channel decisions
  • A format suitable for cross-functional discussion and sign-off

Access Options

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  • Download in Microsoft Formats.
  • Excel, Word, PowerPoint.
  • Fully editable, ready to implement.

FAQs

Do I need special software?

No, All tools are built in Microsoft Office.

Download links are sent by email.

Yes, they are fully editable.

Proprietary to OliiR Academy – For internal use only.

  • Testimonials
Before this program, our trade marketing team was stuck in 'execution mode'—constantly firefighting and reacting to sales requests. This course gave them the structure to stop fixing gaps and start leading the category strategy. They are finally operating as the engine room of our commercial growth.
— Commercial Director, Global FMCG Manufacturer
The biggest impact has been on our internal alignment. We used to have Sales, Marketing, and Trade working in silos, often with competing priorities. The Mini-MBA created a shared language and a single commercial rhythm. Now, when we approach a retailer, we speak with one unified voice.
— VP of Sales & Marketing, Regional Distributor
Trade spend is our second biggest P&L line, yet we were spending it on instinct. This program gave my team the financial discipline to actually measure ROI. We’ve stopped the 'surprise promotions' and started building investment models that actually justify the funding.
— General Manager, Food & Beverage
Our conversations with buyers have completely changed. We moved from simply pushing SKUs to presenting data-backed category stories that defend our shelf space. The team now has the confidence to justify listings and challenge retailers with insights, not just price.
— Head of Modern Trade, Personal Care Brand
What I appreciate most is the practicality. My team didn't just learn theory; they came back with ready-to-use JBP templates and Scorecards that we implemented immediately. It brought order and predictability to our daily work routine.
— HR Director, Consumer Goods
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