Volume Decomposition, Part 2: Impact of Distribution

This is the second in a series of posts on quantifying the impact of business drivers on sales volume.  Please review this post for an overview of this very useful analytical technique that helps answer the question Why did our volume change? This post focuses on quantifying the impact of Distribution, since that is often […]

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All About ACV

Earlier this year, we received a frustrated email from a reader. He wrote: “Once and for all, I would like to know exactly what ACV is. You hear several definitions depending on the site you visit. Then I would like to know how to calculate it, what it tells me, and why suppliers should care.” […]

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Size of the Prize: How Much Is One More Point of Distribution Worth?

In this previous post I explained how to quantify the size of the opportunity for both your brand and the category if you are getting less than your fair share of distribution. This time I will show how to quantify the impact of getting your brand into more stores, regardless of your current share of […]

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Are You Getting Your Fair Share of Distribution?

There may be an opportunity to increase sales at some retail customers by making sure that you are getting your fair share of distribution.  The basic concept is that if your brand has, say, a 25% share of category dollar sales then it should also have at least a 25% share of the category distribution. […]

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Total Distribution Points: Master of All Distribution Measures

We have already discussed 2 key measures relating to distribution:  % ACV Distribution and Average Items Carried.  For product aggregations above the item level, % ACV Distribution provides a measure of distribution breadth and Average Items Carries covers depth. But what if you want to have one measure that summarizes distribution, taking into account both […]

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