Distribution Opportunities in India

  Manufacturers and channel partners are two sides of same coin - one produces and the other sells. Together, they make a successful business entity. Though the relationship is mutually beneficial and one should court the other like a perfect marriage - in reality, it does not happen always. As part of vanik.com online platform - everyday we come across large number of manufacturers looking for channel partners - as also eager channel partners seeking suitable manufacturers. We connect the two and many of them manage to build successful distribution channels - benefiting both partners. However, in several cases, in spite of best intentions on both sides - deals do not materialize.  Why does it happen ? What are the deal breakers in manufacturer - distributor negotiation ?  Based on my research - here's a short list that both manufacturers and channel partners should be aware of to avoid future disappointment. This Is Not A General 'Why Deals Break' Type Article A deal ma...

Distribution Channel has the potential to grow sales far beyond local market - propelling your company to new heights. You may just be a decision away from breakthrough in sales - a decision on right distribution channel. In an earlier blog article - I explained what all channels are available for your business and how to select the right combination. ( Please read Your Product Is Doomed To Fail Without Distribution ) You may select right channel combination and Vanik.com can help you find right channel partners. However, is that enough to make you successful ? Regretfully - No. You have to prepare yourself - do necessary homework to ensure success.  So, what homework needs to be done before starting any discussion with potential channel partners ? 1. Commercials - Distributor / Wholesaler Margin The first and foremost task is to decide on margins for channel partners. Low margin for channel partners will help your bottom line but may fail to attract channel partners. Simila...

Manufacturers create brands for building unique product identity. Brands build specific values around them to attract and retain targeted consumers and need a path or channel to reach consumers across the country. A channel consists of several organizations or entities - all aligned to a common goal of creating a path for the product to traverse from factory gate to consumer's door step.  Each entity in the channel is independent, having specific interests. Managing relationship between manufacturer and channel partners plays a key role in sucess or failure of a brand. Management books are full of examples of how lack of distribution channel killed good products. The relationship between brand and channel partner should be based on a clear understanding of each other's roles and responsibilities. When formalized in a written agreement between the two parties in a legally binding format that is enforceable in a court of law - the agreement is called contract. A legally bindin...