Intensive distribution often involves selling products in places far beyond shopping malls.
Intensive distribution is a type of marketing strategy that involves placing the goods and services that a company offers in as many markets as possible. The idea is that by making products available to as many consumers as possible, they increase the chances of generating sales. There are a number of situations where this approach allows consumers to easily purchase products from many different outlets, from supermarkets to local pharmacies and gas stations.
With intensive distribution, the focus is not necessarily on targeting specific consumer demographics in order to decide where to distribute these products. While a business may have a central target or consumer base in mind, the business will also strive to sell its products in places frequented by consumers other than that target audience. For example, a soft drink manufacturer may currently focus on older teens and younger adults as its primary drive market, but will continue to distribute soft drink products to outlets that aren’t necessarily targeting that target demographic. This means that in addition to selling soft drinks in convenience stores, malls and supermarkets, there is a good chance that these same soft drinks are found in retirement resorts, golf courses and other places traditionally visited by consumers outside of this important group. demographic.
Several different products are sold using an intensive distribution approach. In addition to soft drinks, you can also find chocolates at various points of sale. The same goes for some of the more common over-the-counter medications. Instead of being found only in pharmacies, aspirin is also sold in supermarkets, convenience stores, discount retail stores, and a variety of other outlets.
When successful, an intensive distribution approach can greatly increase sales of a particular product. As part of the process, the manufacturer builds brand awareness among consumers, which in turn increases the chances that those consumers will search for that particular brand over another, regardless of where they are currently shopping. Intensive distribution does not interfere with other marketing and promotional approaches, but can often function as an ancillary approach that helps increase product awareness and encourages consumers to pay more attention to commercials, print ads, and other types of advertising. that promote the benefits of a product simply because consumers see the product wherever they are.