Role of Brand Portals in Manufacturer-Distributor Relationships

Modern distributors often have feline tendencies, and the manufacturers to believe that the distributors do not provide them the business they deserve; by spending most of their valuable time providing support and education. Most of the manufacturers cannot deny the fact that their rivals are receiving the lion’s share of attention. The manufacturers can be equated to cats who, mostly reserve their loyalties and affection for their owners, unlike the dogs who are genuinely faithful and loving by nature. The problem with manufacturers is that they have not taken initiation step towards doing anything important or valuable for the distributors. Doing this will not only boost their business but also justify their favor.

Knowledge is essential and valuable. More the knowledge, the better it helps in taking critical business decisions. The manufacturers facilitate distributors with information related to real-time product and sales support so that the involved parties can maximize returns. This is where the manufacturers can differentiate with digital solutions that enable the distributors in boosting their sale, improving market effectiveness, and driving operational efficiencies. One common solution is known as brand portal. A manufacturer’s digital product catalogs are combined with a knowledge pool in a modified brand gateway which is a web-based system. It supports complex marketing and sales processes. Personalized brand portals also provide an enhanced user-experience for distributors.

Finally, the question arises, what will the manufacturers gain in return? In order to maintain a convenient and cost-effective relationship with the distributors, the manufacturers strive to gain the market share which should be mutually beneficial to both the parties in strengthening their relationship quotient. An efficient workflow in content management and syndication translates into lower costs yielding higher margins. Cross-selling and expanded visibility, which potentially broadens product sets are add-ons driven by automated information.