01
Client context
The brand relied on distributors and dealers to reach contractors and smaller industrial buyers, but its share of partner shelf space was declining.
02
Business challenge
Partners stocked several brands, and the manufacturer did not know what drove their recommendations.
03
Research objective & questions
Identify how partners choose which brands to stock and push, and redesign the channel programme accordingly.
- How do dealers and distributors decide which brands to stock and recommend?
- How satisfied are partners with margins, support and supply reliability?
- Where are the coverage gaps?
- What would make the brand a preferred partner?
04
Methodology & approach
- Distributor and dealer IDIs
- Partners across regions and sizes.
- Channel satisfaction survey
- Performance versus competitors on key attributes.
- Channel mapping
- Coverage by region and customer type.
- Programme benchmarking
- Competitor partner programmes.
05
Sample & geography
- ~30 partner IDIs
- ~250 dealer survey responses
- Geography — India (multi-region)
06
Key findings
- Supply reliability and credit terms mattered more to partners than headline margins.
- Competitors offered faster claims and returns handling.
- Contractor pull for the brand was strong in some regions, weak in others.
- Smaller dealers wanted product training for their counter staff.
07
Business implications
- Improve fulfilment reliability and claims turnaround.
- Introduce tiered credit and loyalty benefits.
- Launch counter-staff training and contractor engagement in weak regions.
08
Outcome
The manufacturer received a partner satisfaction scorecard, coverage gap map and redesigned channel programme.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.