Intensive Distribution - Explained
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All right one of the challenges we face
is making our product available to the
In doing so we have to figure out how
to make our product in other words how
many places do we want our product to be
for consumers to purchase it.
One level of distribution that we could
is what's called intensive distribution.
This is the highest level of product
which is usually driven by a focus on
Think about products like a bag of chips
or a soda these are products that have
really available in other words they're
convenient goods or convenience goods
we have to make them available in order
for consumers to buy them
because otherwise they'll buy some other
version or option,
so this requires a great deal of
to achieve intensive distribution.
Typically this also requires us to work
with many different
intermediaries whether that's
wholesalers or just retailers
to put the product on a lot of shelves
usually means working with lots of
As I mentioned before this level of
distribution is typically appropriate
highly competitive or convenience
in other words products where we don't
want the customer to have to decide
should I go somewhere else or should I
just buy some other product.
That's generally what leads us to