Now, we will deal with another Distribution Strategy: Selective
Selective Distribution as the name suggests is carried out through
some selected outlets. This kind of distribution is for some select products.
First of all, the products marketed through Selective Distribution are not
common products but some special products. In other words, the select products
are generally luxury products or some rather too expensive products.
In a way, Selective Distribution of select products has its appeal to
the customers; by implication, the customers are made to feel that they are
distinguished from the other customers, the common customers, so to say. They
are impressed by the fact that they are considered by the company as privileged
customers. The products they are going for are not available everywhere but
only in select outlets; they are rather ‘privileged’ products suggesting they
cost more and all cannot afford it. Here, the influence of ‘Brands’ can be
The companies adopt different methods to impress the market as well as
the customers that they are dealing with some special goods that need some
special skill and knowledge of the product. A good example is orthopedic
sandals which are sold through pharmacies. And buying these sandals make the
customers different from the buyers of ordinary sandals in the sense that they
care for every aspect of their wellness, and sandals are their special choice.
You might have heard of diabetic sandals.
Selective Distribution has certain advantages. Since the products are
distributed through selective channels, the company has the chance of
developing good contact with them thereby establishing a better working
relationship. After all, it is the effective working relationship that promotes
the sale of a product. The final phase where the product goes into the hands of
the customer is the outlet where the seller sells the product. Practically speaking if the relationship is
not smooth and friendly, but simply commercial, however good your product might
be, remember, the seller can say the product is not now available or he can try
to introduce some other product with which company he has a better working
relationship. Selective distribution
helps promote this relationship. Through this working relationship, you can
have good control over the distribution and sale of your product. Moreover, it
is pointed out that it reduces cost compared with intensive distribution.
In our next session we shall deal with the other type of distribution: