In FMCG distributing Case , should we cover the market to avoid the shortage or make a mass distribution to drown the targeted market ?

Some cases required for drown the market , i.e. in GSM products distribution in full competitive market , take in consideration the product life cycle and last days of the offer , so in this case we should pump more quantities to ensure more user and subscriptions and subscribers

Even in FMCG there are products that should not be in Mass market.

Anyways, I think everything will depends of your geographical competence  "position" of your strategy in certain areas; according to the consumers level, where they are,  their consuming habits, their purchase typology, consumer dynamic and so on.

In general, in FMCG (no matter now discuss if it´s important or not to be present in the market where your competitors are) you need to innovate mostly in the way how you are distributing/communicating your products. 

But by other hand if you are in "their" market, competing directly with them, you´ll find out new mix strategy needs. And most of the times what happens is a saturation in certain sectors; not only by the products but also in the communication/merchandising.

So, sometimes the solution is find out new/less explored niches markets where you can have one single marketing mix but is targeted to separate segments. 

At the end dear Mr Omar, everything, I think, it will depend of the specifications and the life cycle of the products about that distribution market choice.

In FMCG we should make mass distribution as selection will mainly depend on the availability of the product because there is low consumer involvment and selection usually straight rebuy

i think we make numbers of distributer to fullfill shortage.

In the distribution Case always do remember that when you are speaking with the particular distributor we must carry the entire history of the distributor, like his off take of the single product if possible weekly off take, monthly off take so that we can get one idea what is his capacity of lifting. At the same time we must have the information of his stock in the warehouse. If he is unsuccessful in his particular market so we can do the mass marketing in the distribution case. First of all when we appointed a distributor in a particular area we must not kill (make him dead) that distributor by doing the mass marketing in his area. If possible we can do the mass marketing with the secondary sales so that particular distributor will get some profit out of that product. That earned amount also he will invest in the business. When the Manufacturer is having excess stocks in the warehouse only the distributors can help by generating the sales or by lifting the stocks from the company warehouse. If you are not happy with my answer please e mail to me I can explain clearly. My e mail ID . Contact. +919515135140