Business – 3.3 The marketing mix – Place (distribution) | e-Consult

Intensive distribution aims to place a product in as many outlets as possible, ensuring maximum market exposure. It is useful for low‑cost, frequently purchased items where convenience drives purchase decisions. Example: Coca‑Cola sodas are sold in supermarkets, convenience stores, vending machines, and restaurants worldwide.

Selective distribution involves using a limited number of carefully chosen intermediaries to maintain a balance between market coverage and control over brand image. It suits products that benefit from some level of retailer expertise or service. Example: Apple iPhones are sold through authorised Apple Stores and selected high‑street retailers, providing consistent service and brand presentation.

Exclusive distribution restricts a product to a single or very few retailers within a geographic area, allowing the producer to maintain tight control over pricing, service quality, and brand prestige. It is appropriate for high‑end or luxury goods. Example: Rolex watches are sold only through authorised Rolex boutiques and a small number of elite jewellery retailers.