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Most comprehensive measure of distribution, accounting for both the %ACV Distribution (reach) and Average # of Items Carried (depth, sometimes abbreviated as AIC). TDP is often available right on your database but it can be calculated for a brand (or category) by summing the %ACV Distribution of the individual items that make up the brand (or […]
See Total Distribution Points (TDP).
When a manufacturer pays a retailer to execute specific in-store tactics in order to sell more product. This is often the largest part of many brands’ budgets. Reference articles: The Beginner’s Guide to Trade Merchandising Measurement
Both Nielsen and IRI construct retail geographies in consultation with individual retailers. Nielsen calls these geographic areas Trading Areas (TAs). IRI calls them Retailer Marketing Areas (RMAs). A TA/RMA is constructed by county. A TA/RMA can cross state borders. In many cases, Nielsen and IRI will offer multiple TA/RMA options for a particular chain. For […]
Physical volume of product sold at retail expressed in packages. This is the unit that the shopper buys in the store. Use when comparing products of the same size. Most often used by Operations, also in pricing analyses. Also, in some databases, used as a substitute for a volume when no volume measure (e.g. pounds, […]
How fast a product moves, controlling for differences in distribution. Common measures of velocity are Sales Per Point of Distribution(SPPD) and Sales per Million. Here’s a post all about velocity: Velocity: How Your Product Really Sells