what is intensive distribution

what is intensive distribution

1 year ago 87
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Intensive distribution is a marketing strategy that seeks to make a product widely available through as many retail outlets as possible. The goal of this strategy is to maximize the availability and accessibility of the product to the market, making it more accessible than competitors products and gaining an advantage in the market. Intensive distribution originated in the mid-20th century as a response to the increasing competition in the consumer goods market, with manufacturers seeking to increase the availability of their products to as many consumers as possible. This strategy is often used for products that are meant for mass consumption, such as soft drinks, newspapers, and cigarettes.

In contrast to intensive distribution, selective distribution is used when a company wants to target a specific market segment and maintain control over the marketing and distribution of its product. Exclusive distribution involves selling products through one or very few outlets, which can be a strategic decision based on applying the scarcity principle to creating demand.

Factors that affect a companys decision about the intensity of a products distribution include production capacity, the size of the target market, pricing and promotion policies, and the seasonal requirement of the product by the end-user. The objective of intensive distribution is to provide a vast coverage of the existing market by using all available outlets.

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