Which channel features greater intra-brand competition

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Reference no: EM133340156

Case Study: Gatorade (a Pepsico product) is sold in each territory through competing independent wholesalers who then resell it to retailers. In contrast, All Sport (also a Pepsico product) is sold through a direct-to-store (DSD) channel. In the latter case, an exclusive territory bottler is the sole reseller to all retailers in that bottler's own territory. Disregard the historical reasons for these differences.

Question: Which channel (wholesaler or DSD) features greater intra-brand competition at the wholesale level (i.e., sales made to a retailer)?

Reference no: EM133340156

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