Intensification refers to growth by working with its current businesses more vigorously. Intensification, in turn, encompasses three alternative routes:
1. Market Penetration:
It refers to concentrating on the current business and directing resources and efforts to the profitable growth of a single product, in a single market, and with a single technology.
It aims at reaching deeply into each segment of current market for existing products and also increasing consumption of existing customers.
2. Market Development:
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It consists of selling existing products, to new customers in related market areas by adding different channels of distribution or by changing the content of advertising or the promotional media.
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3. Product Development:
It involves substantial modification of existing products or creation of new but related items that can be marketed to current customers through established channels.
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