Purpose - of this research is to empirically formulate new distribution strategies that can serve the fast-moving consumer goods industry and the service industry as a whole. Inspiration was drawn from the orthodox distribution strategies (intensive, selective, and exclusive) currently used in the service industry.
Design/methodology/approach-To approve its empirical efficacy, the study is set also to determine the impact of these new strategies on sales performance. A structured questionnaire was used to gather data from 415 randomly sampled members of the target population. Hierarchical multiple regression analysis was also used to assess its impact on sales performance.
Findings-The study revealed that inten-electro aggressive distribution strategy (InEADS) with an average mean of 4.02 is the most adopted strategy by the Fast-Moving Consumer Goods Companies followed by selec-electro aggressive distribution strategy (SeEADS) with an average mean of 3.81 and exclu-electro aggressive distribution strategy (ExEADS) mean of 3.74 in that order. These newly propounded strategies are proven to have a significant impact on sales performance in the fast-moving consumer goods industry under study.
Research limitations/implications: This study tested theoretically grounded hypotheses and concluded that there is the need for adaptation. The phenomenon deserves further research because data were composed of some selected firms.
Practical implications – Practitioners should simultaneously (physically and electronically) execute an intended distribution strategy aggressively for an expected strategic objective.
Originality/value – Scholarly information concerning marketing distribution strategies has been advanced.
Keywords: Affran Marketing Distribution Strategies, Sales Performance, Ghana, Fast-Moving, Consumer Goods Industry.