Distribution

“Three strategies are available: intensive distribution, exclusive distribution, and selective distribution. Producers of convenience products and common raw materials typically seek intensive distribution—a strategy in which they stock their products in as many outlets as possible. These products must be available where and when consumers want them.” (Kotler, 323)

With distribution, we can choose how we would like to distribute. We have decided that we want to do a selective distribution that will evolve to an exclusive distribution and then go on to an intensive distribution. With us choosing to go after the young, male college student on spring break, we have made a very selective choice. We understand that we need to make the product available but we want to do a very soft but saturated opening of our product. Our thought is that when these customers get a taste of Every Man’s while on spring break that they will come back to their college talking about this fabulous amazing drink and at that point we can do an exclusive distribution to areas around colleges following this up with an intensive distribution that will go nationwide.

“To some managers, marketing logistics means only trucks and warehouses. But modern logistics is much more than this. Marketing logistics—also called physical logistics—involves planning, implementing, and controlling the physical flow of goods, services, and related information from points of origin to points of consumption to meet customer requirements at a profit. In short, it involves getting the right product to the right customer in the right place at the right time.” (Kotler, 328)

Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation. 10. VitalSource Bookshelf. Pearson Learning Solutions, , Tuesday, December 13, 2011.