So, how would you make your brand relevant in today's competitive environment? It is important to identify how your product gets to the final consumer and generates sells. Of course the consumer won't walk into your factory to buy your product but would rather identify a convenient channel to make his/her purchase.

However, choice and affordability come to play as they make their daily purchases decisions. The question now is, is your product meeting their needs, is it affordable and is it within the reach of your target consumers.

These are questions you need to answer as you draw your marketing plan. Having said all these, it is important to position your product in the most appropriate channel where it would easily be picked. We sometimes get the channel strategy wrong by positioning the right product in the wrong channel or the wrong product in the right channel.

For instance, if we produce a premium product targeted at the BC socioeconomic class, it is inappropriate to distribute such product in a Mallam’s kiosk. Shopper insight becomes very necessary here. When you know where who buys what, it helps you to strategically distribute your products to the right channel.

Appropriate channel strategy can vary, depending on the kind of product you want to sell, but it's important to consider the package size and pricing when drawing out the channel plan. These would determine where the product would sell more.

Channel segmentation has evolved over the years. It has moved from the traditional channel of open market, small stores and modernized trade to digital channel. Remember I mentioned earlier that your strategy is solely dependent on your product and what you intend to achieve.

If your objective is to use a particular channel to create awareness e.g. digital, incorporate it in your channel plan and be clear about it. Note that not every item would sell in every channel, clearly identify your objective and expectations from each channel.

Finally, you must always remember that trade channel is a point of interaction between your product and the shopper. Therefore for business owners seeking to advertise their products and services online, RDM is just the right platform to help you reach your set business objectives because you cannot overemphasize the importance of channel strategy in marketing, through the various marketing channels and strategy RDM has to offer.

Written by Obinna Egbejiogu

This is a feature by RDM