Marketing
Distribution Strategy
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Distribution strategy decides how products reach customers — through which channels, intermediaries, and methods. Three main approaches exist: intensive (everywhere), selective (chosen outlets), and exclusive (limited locations).
Coca-Cola uses intensive distribution — available at every store. Rolex uses exclusive distribution — only at authorized dealers. Sony uses selective distribution — available at electronics retailers.
The right strategy depends on product type, target market, and brand positioning. Premium brands often limit distribution to maintain exclusivity, while mass-market products need maximum availability.