NUMERIC AND WEIGHTED DISTRIBUTION

Category Sales Rs.10 Category Sales Rs.40 Category Sales Rs.25 Category Sales Rs.50

Shop A Shop B Shop C Shop D

X X Y Z X Y Y Z

Brand X 3/4 Stores 75%

Numeric Brand Y 3/4 Stores 75%
Distribution Brand Z 2/4 Stores 50%
Brand X 75/125 60%
Weighted Brand Y 115/125 92%
Distribution Brand Z 90/125 72%
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DEALER QUALITY INDEX (DQI)
Indicates the quality & effectiveness of my distribution

Dealer Quality Index = WD / ND

Implication for Sales teams
While Brand X has the highest absolute penetration (75%), it has the least distribution quality indicating
absence in the most important outlet (Shop D)
Action Make Brand X available in Shop D to maximize efficiency
144
123
80 92
75 75 72
60
50

Brand X Brand Y Brand Z

ND WD DQI
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 SHARE AMONGST HANDLERS
Indicates the market share of the company/brand in the stores where the company/brand is present.
It is an indication of consumer pull for the brand

SAH = (MS% / WD %) X 100

Category Sales Rs.10 Category Sales Rs.40 Category Sales Rs.25 Category Sales Rs.50

Shop A Shop B Shop C Shop D

X X Y Z X Y Y Z
Rs. 10 Rs. 10 Rs. 10 Rs. 15 Rs. 10 Rs. 10 Rs. 20 Rs. 20

Brand
BrandX X 24/60
30/125 40%
24%
MS
SAH BrandY Y
Brand 40/125
32/92 32%
35%
Brand Z Z
Brand 35/125
28/72 28%
39%
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PER DEALER OFFTAKE
This indicates that what is my average throughput from each dealer

PDO = Sales Value / Total no. of dealers

Category Sales Rs.10 Category Sales Rs.40 Category Sales Rs.25 Category Sales Rs.50

Shop A Shop B Shop C Shop D

X X Y Z X Y Y Z
Rs. 10 Rs. 10 Rs. 10 Rs. 15 Rs. 10 Rs. 10 Rs. 20 Rs. 20

Brand X 30/3 Rs. 10.0

PDO Brand Y 40/3 Rs. 13.3
Brand Z 35/2 Rs. 17.5
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