Study of capillary marketing with a review approach

With the increase in population and the growth of human societies and the rapid development of technology and social networks and information, special attention is paid to the elements of marketing mix (product, pricing, promotion, distribution). In order to achieve a competitive advantage, the distribution element plays a more prominent role than other elements. The present study was conducted with the aim of reviewing capillary marketing and its method is descriptive in terms of purpose. Also, the method of data collection is library. Capillary distribution has advantages and disadvantages. The company that produces the product gets many benefits from mass distribution in the first place. There are also significant benefits for those who sell these compactly distributed products, ie retailers. The many brands they have for each product make them a great choice. It seems that the capillary distribution system will have a bright future and due to the increase in consumer brands, the company that has more power in this distribution channel will have more market share.