Posted in Marketing and Strategy Terms, Total Reads: 6539
Definition: Intensive Distribution
Intensive distribution is a market strategy for generic products where a product is made available to customer from all the possible sources by utilizing different distribution channels so that the customer encounters the product at every possible location for shopping like general store, health store, discount store, shopping malls etc. Sometimes a generic product is having problem of differentiation and retention by the customer is difficult for such product. The problem of brand retention will not be there as customer doesn’t have to be aware for that product, the availability of the product will serve the customer need.
Intensive Distribution is important for products of high demand and daily use like soft drinks, bath soaps, tooth brush, match box etc. Here the customers do not identify with different brands and attributes. Soap is a good example of intensive distribution. Even if there are different soap brands and customers recognize them. There are high chances that if their regular brand is not available and they need a soap they might pick another one which was available on the shelf in the store. Many a times, one brand marketing campaign can lead to a customer interest and if that brand is not available where the customer is, a competitor brand can get advantage to fulfill the customer interest.