Making Wine

Positioning

Developing distribution channels involves a fundamental decision about which type of distribution channel will help you meet your business goals and contribute to the company’s growth and development. Your approach to distribution might be defined as:

  • Intensive: Distributing to the greatest number of outlets; penetrating the greatest number of markets

  • Selective: Distributing to a limited number of channels and outlets; targeting a specific kind of consumer at a carefully determined price point

  • Exclusive: Distributing to particular outlets and to very specific locations; maintaining brand image and product exclusivity