Cooler Master revises channel strategy

by Scott Bicheno on 23 May 2008, 14:55

Tags: Cooler Master

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Cooler brand

Best known for PC cases and PSUs, Cooler Master has revealed a new channel strategy for the UK centred around a major branding push.

Miodrag Relic, Cooler Master marketing manager, spoke exclusively to HEXUS.channel to reveal its new distie line up, in which Lancashire-based A One Distribution joins incumbents Boston and Realtime while Bosse is dropped.

“Our channel strategy requires partners who are capable of giving us the level of support that we need,” said Relic. “We are engaged in a strong branding strategy and we want to be in a position to provide maximum support for our channel partners via our distributors.”

It's clear that Cooler Master has identified strong channel partners as critical to the success of its strategy. "We're looking for strong, long-term relationships with our partners," said Relic.

As well as pushing the brand through the channel, Cooler Master has been broadening its product portfolio to include external storage and laptop accessories to further increase its profile among PC users.



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Posted by christina tsai - Wed 28 May 2008 13:21
Disappointed and puzzled.

Bosse Computers started doing business with Cooler Master (CM) in March 2006. Had you heard much about CM two years ago? I have to say that it is unlikely, at that time Cooler Master had only 2 customers in the UK. I went to visit customers with the CM representative together. I particularly remember because one of the customers commented that Cooler Master would only be working with Bosse for a few months as they have a habit of dumping their distributors. Perhaps I should have been warned!

We have worked very hard for Cooler Master. We have introduced them to all our customers and as a result, over the last 2 years, their sales have increased exponentially – today everybody has heard of CM and you will see them on most online e-tailer sites.

Why am I disappointed? Because Bosse have done a good job for CM and yet CM has rewarded us by dropping us with only one days notice!

Why am I puzzled? Because they have offered little explanation other than and I quote Mingkei Wu (Cooler Master’s representative)
“I understand we all been working hard for the business. I must appreciate.
I understand this company direction will give bosse damage on business. The new direction is for CM focusing on branding and marketing. We just need to find partners who can work on this task.”
I can only assume from this that they don’t rate our ability to promote their brand or market their products and yet the evidence of our single handed success on both counts over the last 2 years suggests otherwise…..

I trust they know what they are doing and wish them the best of luck.

Christina Tsai
Bosse Computers Ltd
Wharfside Way
Trafford Park
Manchester
M17 1AN