Channel management is a process used by companies to manage various marketing techniques and the parties involved in the channel of distribution. Channel management is a technique of choosing the best and most efficient channel partners and different routes to make your products available in the market and to put various efforts to obtain maximum results from these channels
A company job doesn’t end with manufacturing quality goods , it should identify effective Channel partner or Intermediary who can deliver the product to end customer . An effective channel partner acts as bridge between manufacture and end user.
Example– Laptop can be purchased both through E commerce and through customer touch points like Show room . Each customer is unique hence having both forms of channel will help the customer to leverage the opportunities.
Example– A customer requires a Special purpose machine for manufacturing a specific product. Company Sales force or Dealer or Intermediary will discuss with Customer on technical details and meet his requirement. Company uses this approach to reach their customers. Dealers provide the Sales & After sales support to customer
