This article is about Intensive Distribution, a distribution channel for delivering goods to as many customers as possible. It is a useful read for individuals or companies looking to learn about the concept of Intensive Distribution and how it can be applied to their business. The article covers topics such as what is Intensive Distribution, its characteristics, the 3 distribution strategies, examples of an intensive distribution strategy, and the advantages and disadvantages of using this strategy. It also mentions some of the popular brands that use Intensive Distribution as their marketing approach
Intensive distribution is a distribution channel for delivering goods to as many customers as possible. As you will soon realize, an intensive distribution channel does not suit every business. Intensive distribution marketing fits companies that produce drugs, soft drinks, cigarettes, candy, soaps, toothpaste, etc.
Everyone requires these products regardless of where they live. An intensive channel can be the most appropriate if a company has adequate finances, several stores, and the proper distribution of items. Let us go to the next paragraph and learn more about this topic.
An intensive distribution strategy involves marketing a product using any applicable technique. A company using this approach strives to place its goods in as many selling points as possible. The intensive distribution definition implies that the system suits mass-produced items that may not fit any particular market segment.
It is the best advertising approach to use when looking to create a lasting impression in customers’ minds. Intensively distributed goods are available in large wholesale and retail shops, small roadside canteens, fuelling stations, supermarkets, inns, etc. These goods appear in any place where people flock.
A company must determine its level of distribution intensity before using this technique. It will fit perfectly if a manufacturer can produce many goods and send them to retail and wholesale selling points across a geographic region. Thus, intensive distribution works for large-scale brands with more financial resources and several stores.
We will give examples of intensive distribution later in this article. Meanwhile, we want to describe the characteristics of the intensive distribution. First, it is the most suitable method of distributing and selling fast-moving, mass-produced consumer goods. The next trait is that the approach requires multiple wholesale and retail locations.
Producing and distributing many items is impossible without adequate funds. Thus, intensive distribution marketing demands many financial resources. Some of these funds will support intense advertising campaigns offline and online. When customers notice these ads on TV or hear about them on the radio, they can decide to locate them in the nearest shopping places.
Intensive distribution places goods in several locations, making it possible for customers to find them. Some of them can purchase an item without a plan because they saw an ad on TV or the internet.
The three internationally accepted distribution methods include intensive, selective, and exclusive distribution. Intensive selective and exclusive distribution strategies entail the following.
Based on our discussion above, we can find several large brands that use the intensive channel. For instance, Coca-Cola’s intensive distribution strategy is obvious. In any country, Coca-Cola depots are everywhere. The company uses many techniques to bring its soft drinks closer to the customer.
Depots ensure that small shops, supermarkets, and relevant businesses have an adequate supply. Unilever products are everywhere, especially its laundry detergents and toothpaste. Energy Drinks Co. sells energy drinks to athletes and those who require proper hydration in their diets.
It uses the Powerful brand, which has several energy drinks, to promote its products. Its channel of choice is intensive distribution, which has enabled it to move to other geographical locations.
The advantages of intensive distribution include the following:
In the USA, some big companies apply an intensive distribution system to get their goods to the consumer. These include PepsiCo, Coca-Cola, Amazon.com, etc. Others carry goods from renowned manufacturers, including supermarkets like Walmart and Target.
The pros and cons entail:
Intensive distribution is a marketing strategy that involves delivering a product to as many customers as possible. It is suitable for fast-moving, mass-produced consumer goods, such as drugs, soft drinks, cigarettes, candy, soaps, toothpaste, etc. This method requires adequate financial resources and multiple wholesale and retail locations to ensure that customers can easily access the product. The benefits of intensive distribution include increased reach and profits, improved customer trust, and increased revenue by substitution. However, intensive distribution can also have drawbacks, such as higher distribution costs and reduced control over the distribution network. Brands such as Coca-Cola and Unilever are examples of companies that use intensive distribution strategies.