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Piggy-backing (distribution) - explained

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Danielle
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The term Piggy-backing or Hitch-hiking is a distribution strategy that represents a special opportunity to gain distribution coverage in a new market for your product by enlisting another manufacturer who already has established distribution coverage.
example: ColaLife, an independent non-profit UK-based agency leveraged the vast Coca-Cola supply chain network in African Sub-Sahara to deliver, anti-diarrhoeal drugs to remote villages in Africa.

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