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Advantages and Disadvantages of Intensive Distribution Most Common Example Companies manufacturing fast moving consumer goods (FMCGs) use a heavy intensive distribution strategy. The goods include over the counter medication, toiletries, chocolates, soft drinks, toys, etc. When a company/business manufactures a product, it adopts various methods and techniques to make the product easily available to the consumer. One such marketing technique is distribution. Without a well laid distribution plan, no product or service reaches the desired customer. To make the product available to the target audience, companies use distribution channels. While selecting the right distribution channel, marketers use distribution strategies, which are heavily influenced by the structure of the market and the company's resources. There are three main types of distribution strategies selective, and exclusive strategies. The paragraphs below will explain the characteristics of the intensive distribution strategy along with its pros and cons. What is Intensive Distribution? Intensive distribution strategy concentrates on making the product available everywhere, at any time. The company employs as many market outlets as possible to sell its products. It uses all the distribution channels available and covers a majority of the market. The products sold are generally used on a daily basis, and those which do not require an extensive brand awareness. The product is marketed in such a way that consumers are likely to encounter the product at every possible place. They are likely to find the product at the supermarket, gas station, pharmacy, etc. The intention is to make the product available in abundance, distribute the product over a vast geographical area in many retail locations, and make sure that consumers are never deprived of the product. The image that such products have are 'easily available, not elusive'. To employ an intensive strategy or not largely depends on the type of product, resources, customer demand, use, and marketing funds. They know the product well enough and trust the company (depending on the marketing tactics and success of the product, of course). The main aim of the manufacturer is to improve the recognition of the product in the market. The product gains even more popularity through commercials, newspaper ads, and word of mouth publicity. Increased Sales and Earnings FMCGs and similar products are frequently used; therefore they are produced in a huge amount. The products are distributed via many retail outlets, and since they are regularly used, they are sold rather quickly too. Thus, making sufficient money. You may have experienced this yourself may have gone to the supermarket to buy something and found that it is out of stock. The same product may be available at another discount store or the gas station. Thus, ultimately, the company benefits through the high availability of goods. As a manufacturer, you are aware of how much and where the product is being used, you know exactly how to change your marketing technique to make a profit. You may have seen commercials where a toothpaste brand offers 25% extra at the same price. Or, perhaps a free product is offered on the purchase of another product, etc.