Question

The business named “Domaine Simha” wine company is currently selling the wine to business customers using the direct selling method. To reach their business customers effectively and efficiently and to increase market share, the Domaine Simha has decided to use channel partners. Recommend suitable channel partners and communication instruments to improve market share of the Domaine Simha business. Justify your selection. You need to: Identifies all business to business theoretical and practical issues applicable to the question/topic. Analyses and evaluates all B2B marketing issues and makes focused, meaningful, and perceptive arguments that encompasses the entire scope of the question/topic. Applies comprehensive knowledge of B2B marketing theories from academic literature to support the argument.

Answer 1

In order to boost organizations earnings, Domaine Simha has decided to apply channel partners strategy. It is considered as an effective and efficient tool in B2B marketing. To utilize channels for increasing companies profitability in today’s market place, where competitors might use the same channel is quite challenging for firms. Effective channel management helps in managing these issues.

Some of the Channel partners strategies that I find suitable Domaine Simha are as follows:

• Educating channel partners: In order to further educate consumers about the superiority of our product as compared to that of competitors.
• Providing better marketing resources to channel partners: In order to polish the marketing skills of channel partners we can provide them with the required resources.
• Providing our approved marketing content: Marketing content plays a significant role in success of marketing strategy, by providing predetermined marketing content to channel partners, we can ensure that desired message is communicated to consumers.
• Altering marketing options: We can group different marketing options in an intuitive manner, so that partners can choose the best option that best suits their resources (money and time), and they are comfortable with.
• To determine the best communication network: To make this channel partner strategy work best and nurture the biggest tool is the communication channel.

Channel Partners for Domaine Simha are as follows:

• Online companies that sell wine online for example wine.com
• Wine importers and distributors,
• Tourism Companies that sell wine as complementary product.
• Companies that have ventures with restaurants and venues for distributing wines.

Communication instruments to improve market share of the Domaine Simha business:

There are many ways of communicating in B2B marketing, but selecting the right communication instrument is very important because it improves productivity, by increasing sales and ensures the desired revenues are gained.

Some of the communication instruments that Domaine Simha can implement for improving market shares are as follows:

• Website,
• Branding,
• Email marketing,
• Lead generation,
• Social media,
• Developing own mobile application,

Issues that can emerge in B2B marketing through channel partners:

• Misinterpretation of customer information through cross-channel coordination,
• Different channels that are owned by different agencies compete for sales but the main essence of success that are the customers might remain unsatisfied,
• Media planning becomes difficult as consumer behaviour is not stagnant,
• Channel conflicts and differentiation arises,
• Segmenting of channel partners becomes tough with rise in competition.