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Trade Marketing & Distributor Management for Channel Managers - Two weeks Online Course in English & Hindi - Rs 999

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Why should ASMs do this course?

Corona has put pressure on company bottom lines. Sales Managers / Management Trainees now need to hit the ground running & start delivering outcomes immediately. They need to quickly grasp the nuances of Territory Management, Distributor Management, understanding potential & working with channel members to grow the business.


This will ensure their success in the ASM role & lead to better target achievement & higher incentives. 

     Who is this course for (Course Code 201 - for early stage professionals):

Management trainees, Area Sales Managers distributors, early stage professionals & all fmcg lovers. 


Benefits of this Two Week Online Course (English & Hindi) (Code - 201)

Access to 6 hours of content on Trade Marketing & Distributor Management. 

Cases on HUL, P&G, Asian Paints & more.



Expert Faculty who has trained over 10,000 people so far

Certificate on Completion.

Course Syllabus (Recorded Videos in English):

  A. Course Introduction

  • 5 Myths of a Marketing Job - & the Reality (No - you are not going to meet film stars)
  • Marketing Career Path in a B2C Business - FMCG General Trade / Modern Trade. (yes - that means ITC, P&G, HUL, Dabur. Mahindra, Hyundai and Reliance Jio) 


  B. Measuring Territory Productivity

  • Case - Delicious Foods (Inspired by Cargill Foods) / Amtrak Auto. 
  • Measuring channel productivity - Numeric & Weighted Distribution.(lets go beyond TC & PC)

Measuring Channel Health - ROI The distributor is older than you, less academically educated than you and is richer than you. Business schools do not teach you how to handle such people. 
  • Calculating Distributor ROI / Rotation - Working Capital Cycle.
  • Case - Stank Corporation (Inspired by HUL) / P&G - Rethinking Distribution Strategy. (Tony Stark or Tony Stank?)
  • Strategic Issues in Channel Management - How does one handle a distribution channel in a territory - how many distributors, how big should the territory be, ideal gross margin / ideal service levels to the market, expected ROI, etc)


Understanding Territory Potential.

  • Different techniques to estimate market opportunity. 

Hiring New Channel Partners

  • Identifying the right channel partner to grow the business. 

Growing the Territory with Channel Partners. 

  • Making a Joint Business Plan with the Distributor. 


Course Faculty - Maneesh Konkar - IIM Bangalore 95 / ex ITC. 

Maneesh Konkar Director Direction One Co

Founder - Direction One Consulting. MBA from IIM Bangalore. Started his career with ITC. Has over 21 years’ experience as a business consultant & leadership coach with clients like Amazon, Legrand, Asian Paints, Arvind Mills, ICICI Bank, Cargill Foods, Godrej, Mahindra, Aditya Birla group and more. Consulted with manufacturing, FMCG, IT, pharma, internet, and building construction. Visiting Faculty with SPJIMR, Mumbai, and panelist at IIM Bangalore interviews multiple times.

  • LinkedIn

eBook - 5 Common Interview 


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