Dealers and retailers, as an intermediary between crop protection product producer companies and farmers as users, have a strategic role in the distribution channel. But on the other hand, channel members are also competitors because of the abundance of cheap products from China and India in recent years. For companies, this condition is a challenge that must be overcome because dealers and retailers will increasingly demand it. Through a qualitative research method with in-depth interview data collection techniques with 53 respondents consisting of 33 farmers, 7 dealers, and 13 retailers in the main vegetable producing areas in Indonesia (Tanah Karo, Garut, Brebes, and Nganjuk), which focused research on aspects of the marketing mix (products, prices, locations, and promotions), especially the promotion aspect and distribution channels. The research data was processed using cockatoo and MaxQDA software. From the results of the study, we got some interesting findings, such as the impact of sales incentives, the impact of field promotion activities, the impact of digital promotion, and the adoption of online shopping by farmers. Price wars are the most mentioned finding because they're not only reducing revenues but also encouraging price wars. While the impact of digital promotion on farmer purchasing decisions was still low, e-commerce adoption at the farmer level was still low, so only a few channel members already have accounts on digital platforms. Farmers still rely on peers as references in decisions to purchase or adopt new technologies. In order for the company to continue to exist and grow its business, it needs to be more adaptive to changes in the business environment, and its marketing strategy must be sharpened.