We are still trying to progress through the 4 Ps of marketing. Today we are covering Place.

The first we thing w need to understand are distribution options. There are three levels of distribution options.

We commit to intensive distribution if we are aiming for maximum exposure. We do this by using any wholesaler or retail outlet that would let us stock our goods. Most consumer products fall into this category.

We can also use elective distribution if we sell the higher ticket items. The RPGs and boardgames I play are normally sold through special FLGS stores.

Finally, we use selective distribution to aim for limited exposure. Specialty goods that a highly differentiated or luxury items fall into this category. For decades, Shiroi Koibito white chocolate biscuits can only be found in Hokkaido but these days you can buy them at Donki.

Specifically, there are four general forms of distribution channels that a business would