Kingston educates and supports its partners to evolve with new business strategies

Vishal Parekh
Marketing Director - Kingston Technology India

“In a diverse market like India, a well-designed channel partner program, created in accordance with the progressing business models, has the ability to create a better ecosystem around any company’s product portfolio. Not only does it allow partners to help brands penetrate the market efficiently, it also helps interact with customers, propel the demand and reach the ultimate goal of customer satisfaction.

We understand that the new business models are not very different from the traditional channels that India has been accustomed to. Partner programs are an important consideration but as a tool for improving the relations and loyalty in the supply chain management. Yes, there is a competitive environment like never before, and we being a channel based lifestyle technology brand, are happy to help with such programs. Kingston is known to work with channel partners with good and bad times, which is the main derivative of such any partner programs.By strategizing this aspect effectively over so many years since our inception in India, we educate and support our partners to evolve with ournew business strategies, latest innovations, future plans and strong after sales service.

Kingston is a channel friendly company and our Channel Partner Programs have always played an essential role in strengthening the relationship between us and the partners. Our partner programs start with a specific need & a foresight which is then developed into a feasible program for giving them an edge in the market. We then make use of an efficient communication model to inform our channel network about the program with relevant valid market information. The motive is to move the benefits directly or indirectly to our massive customer base. Some of our recent channel schemes–“Festive Dhamaka”, “Kingston Celebrators” and “Summer Bonanza” - have been aimed towards offering comprehensive benefits like market corrections, incentivising partners with luxurious travel vouchers worth more than INR 2 lakhs and Cars worth up to INR 9 lakhs and so on. Our innovative and friendly approach while designing our channel partner program have made our channel network even stronger in the Indian market so, on a broader scale, we are getting an overwhelming response and see a good potential to grow even more.

There was a time when the channel partners were treated as mere vessels for sale. Being in a business relation for more than a decade now; we have always worked closely with them for more than just sales. Channel partners are indispensable for the growth of any business as they have comprehensive understanding of consumer preferences and have a first-hand interaction with them. Companies have started realizing the importance of an efficient partner network and how it can enhance their business. To gain an edge over the competition, companies have working towards betterment of their partners and creating programs to build a healthy ecosystem to facilitate their growth.

Kingston has always been a channel friendly brand and owe much of our success to our partners. Our company has always used Channel partner programs as a tool to motivate our partners and equip them with knowledge and skills to make our products a success. We also try to help our channel partners in keeping their business sustainable and healthy by extending our support to insulate them from external factors like market fluctuation and this is widely appreciated by our channel partners.  In this evolving business environment, we have built an effective channel partnership and have created an ecosystem which includes both company and partners as it can help customers to be successful and that is extremely important for Kingston.”