EOC Week 10: Marketing Channels

To get my product noticed, I plan to use the marketing channel called intensive distribution. Intensive distribution involves “stocking the product in as many outlets as possible” (Armstrong and Kotler 324). Unlike products like high end watches, jewelry, gourmet foods, or boutique items which would more than likely benefit from the exclusive distribution channel , Q-Tips are not a product that one would want to have to go to a specialty store to get. The best possible method to distribute Q-Tips is to have them readily available at any grocery, drug, and convenience store. My product will also benefit from the conventional distribution channel rather than a vertical marketing system because of the nature of the product. Q-Tips are just not the type of product that could possibly be structured in a vertical marketing system; the channel members could not possibly hold enough power to make it work. Each separate link in the distribution chain will be only concerned with their own profits. By allowing all these intermediaries to profit as much as possible, they have a very solid incentive to stock the product; the end result is intensive distribution. Q-Tips will be at every and any location that one might look for them, which is exactly what my target demographic wants.