Question

A manufacturer of home health care products has just developed a new home blood pressure monitoring machine. At present, the company sells the majority of its other consumer health care products through mass merchandisers (wholesalers), like Kmart and Walmart, as well as through drugstore chain retailers, like CVS and Rite Aid. Over the years, solid relationships have been established with these retailers.

2. What channel(s) of distribution do you recommend for the new home blood pressure machine? Why?
3. What intensity of distribution do you recommend: intensive, selective, or exclusive? Why?

Answer 1

An intensive distribution strategy is recommended for a home blood pressure monitoring machine to ensure wide availability in well-established channels such as mass merchandisers and drugstore chains, catering to consumers who prioritize health and convenience.

Step-by-step explanation:

For a new home blood pressure monitoring machine, leveraging an intensive distribution strategy is recommended. This approach maximizes the product's availability, as such health care products are necessary for both emergency and regular preventive care. Considering the manufacturer’s existing relationships with mass merchandisers and drugstore chains, these established channels would facilitate a wider reach to consumers seeking convenience and immediate access to health care products.

Intensive distribution aligns with consumer expectations for products that are closely linked with their well-being, such as digital blood pressure monitors, which are increasingly common for home use. The need for multiple measurements to accurately diagnose conditions like hypertension implies that such devices need to be readily accessible. This ensures that a significant market segment, which includes the health-conscious and those who need to regularly monitor their blood pressure, can easily acquire the monitors.