Explanation:
Some brands that use selective or exclusive channels are some of the best positioned brands in the market, such as: Adidas, Mercedes, Gucci, Apple, etc.
The selection of channels influences the consumer's perception of the brand, and directly impacts the creation of the brand value for the customer.
The strategic management of the distribution channels of these brands is carried out according to the concept of the marketing mix, which can be defined as the set of marketing elements that will generate the purchase desire in the consumer. This concept is based on the 4 marketing P's: product, price, place and promotion.
The selective or exclusive channels of distribution of brands fit into the square element of the marketing mix, which is configured as a strategy for placing the brand on the market, responsible for the way in which its products reach the final consumer. Therefore, the most effective distribution channels should be considered to define the type of ideal point of sale so that the potential customer can find the product.
To add real value, the company must strategically align the objectives of the distribution channels and the objectives of the organization, as the selection of the distribution channel will in fact play a decisive role in the conception of the brand's value and success in the market.
