Physical availability at international markets of a global consumer brand with high added value

Abstract

The present study explores the role of physical availability in enhancing the performance of global consumer brands with high added value across international markets. Physical availability refers to a brand’s presence, visibility, and accessibility across various retail channels, and plays a critical role in influencing consumer purchasing decisions. The manuscript analyzes how optimizing in-store availability, bar visibility, menu presence, and staff advocacy can significantly improve a brand’s chances of being selected at the point of sale. The research also emphasizes the importance of adapting distribution strategies to the characteristics of local retail and on-premise environments. In addition, the study explores how revenue growth management (RGM) serves as a tool for balancing long-term brand equity and short-term profitability by leveraging key levers such as price positioning, channel-specific packaging strategies, and promotional effectiveness. This multidisciplinary approach draws from marketing, retail strategy, and brand management practices to present a comprehensive framework for maximizing physical availability. The study offers practical recommendations for brand managers and marketing professionals seeking to expand their brand's reach and impact across global markets. By focusing on the operational and strategic drivers of availability, companies can improve sales performance, consumer engagement, and brand competitiveness internationally.