Kimberly-clark's Operations On The Management Of Sales Channels

It is one of strategies for every production company to build an efficient and low-cost distribution channel and control it well. As we know, only by selling its products well can one company develop and grow strong. In this article, the writer introduces his experience on sales and presents the distribution channel study of Kimberly-Clark China. In the first chapter, the distribution channel models and their features are described. There are two indirect channel models used in Kimberly-Clark China. The writer gives us detailed analysis on the members in the channel, especially the wholesalers and the retailers. The modern retailers are getting more important in the distribution channel. The more we deeply understand about the internal management of modern retailer, the better we should cooperation with them. The study contents include managing staff analysis, shelf management, and promotion activities in store, DPP method and private brand analysis. The development of some famous global supermarket such as WAL-MART, CARREFOUR and TESCO are listed. The basic ideas for choosing the distribution channel of Kimberly-Clark are introduced. The factors to be considered are target market, production, company's organization and distributors. The writer discusses how to choose the suitable member in the channel. For this topic, the distributor is the right one for us who have the suitable market coverage, production policy, geography, production knowledge, financial condition, promotion ideas and comprehensive capabilities. Then the description of distribution channel management in Kimberly-Clark is given. As a management principle, account management theory in Kimberly-Clark is introduced. The company should strengthen management for account such as supermarket focusing on the account receivable and other fee. It is clear that supermarkets want to keep the low price policy to consumer. They want to transfer all the loss to its suppliers. The another key point is how to do distribution management. We should understand the distributor feature, relationship with production company, the procedures. For production delivery, it is very important for production company to set up the delivery center. In the last chapter, the technique used in distribution channel in most Fast Moving Consume Goods is described. The basic idea used is 'Push and Pull'. 'Push' means to put pressure on the channel member. 'Pull' means to guide the consumer and change the consume behavior. We can push and pull on three different aspects. One is used in price strategies on channel member and consumer. The other is used in promotion. And the last one is on sale competition. If we use it skillfully and successfully, the production sale will be improved greatly.