There is more to sales strategy than just distribution
Date
2021
Authors
Cohen, J.
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Journal article
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Wine and Viticulture Journal, 2021; (3):72-73
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Abstract
Distribution is one of the factors responsible for of a brand being easy to find and buy, known as physical availability. Products that have a high market share tend to have distribution levels; however, this is not always the case, implying physical availability is more than just distribution. Physical availability is influenced by three pillars: where a wine is sold (presence), leveraging distinctive assets to signal a brand to a potential buyer (prominence)and the decision on what to sell and the size of a range (portfolio).
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Copyright 2021 Winetitles