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The Marketing Mix: Distribution Channels

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Select TWO products from the list of product categories below and using the teaching materials and any additional research explain what you think would be an appropriate distribution strategy for them. In doing so compare and contrast the two distribution strategies explaining why they would be similar or different.

Automobiles - Audi
Canned Soups - Progresso

Note that you should not only state how you believe the two products should be distributed. As you are asked to "compare and contrast" the distribution strategies for them you should also explain in what ways the distribution of each might be similar or different and why they might be similar or different.

Any help that you could provide would be great I am having a realy hard time with this class. Thank You

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Audi should pursue a exclusive distribution approach as it is a premium brand of automobile targeted to a niche group of customers and thus, intensive distribution strategy will not be useful for this product. In order to maintain the exclusivity of the "Audi" brand, the company should sell it via limited number of exclusive dealership outlets.

On the other hand, Progresso should adopt an intensive distribution strategy by making the product available in as many outlets as possible. Canned Soup is a fast moving consumer ...

Solution provided by:
Sheetal Jain, PGDM
Education
  • BComm, University of Delhi
  • Post Graduate Diploma in Management (Equivalent to MBA), All India Management Association
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