How can I choose the best channel marketing strategy?

In order to choose the best marketing strategy of the channel, several considerations need to be taken into account. The target market, distribution costs, required service level, product type and product identity or positioning are important factors. The channel marketing strategy works best when it is in line with the main objectives of the organization.

Before the company can propose an effective marketing strategy of the channel, it must consider who they are trying to achieve. The attitudes, perception, lifestyle and shopping formulas of the target consumer are critical. For example, a company that produces high -quality shoes made of premium leather would probably not want to distribute its product through a retail dealer. Instead, the selection of a medium to high -end department store would better fit the product image and address those customers who would probably look for this type of shoe.ler or internal employees to sell directly to retail accounts. Some companies even decide to bypass the retailer and sell forA end consumer called direct marketing. Sufficient supply of internal resources and efficiency is necessary to use a direct marketing approach. While distribution costs are usually higher when using a wholesaler, they can be more efficient and have a network of relationships.

Another important factor in choosing the best marketing strategy is the type of product. The company should be very careful in choosing a marketing approach for highly specialized or technical products. The niche markets, which are smaller segments that have specialized or unique needs, can be best provided through a specific type of retailer catalog or postal order. Women who wear the size of shoes that are above the average range is an example of a niche of Market.

products that are focused on specialized markets have no mass potentialA bunch of consumers that commodities such as bread and eggs have. It would not be in the best interest of the company to choose the strategy of distribution of channels that focused on bulk traders. Instead, the combined use of small specialized retailers and direct sales could prove more convenient. Direct strategy would also be easier to identify the company's customer base and employing marketing techniques based on relations.

The required level of services is an important perspective in the development of channel marketing strategy. Some companies might want to be distinguished by providing a more personalized experience. May not be able to achieve this goal without using direct sales. If a higher level of education and training of customers is needed to use the product, distribution strategies may not include third -party wholesalers and retailers of third parties.

Organization could decide to use a hybrid form of distribution or multi -channel MARCETING. This is most commonly seen in companies that distribute their products through physical retail sites and direct Internet platforms. A multi -channel approach is best for companies whose products have diverse target markets. For example, a computer manufacturer can distribute its introductory model with a low end via a retailer dealer discounts, while still offering its top models via mail and online orders.