Group 1 b

PCV distribution
Purpose: Assess the degree to which a brand or product has access to established outlets for its category Construction: PCV Distribution % = Total Category Sales by Stores Carrying Brand ($)
Total Category Sales of All Stores ($)

Assumption: Square footage of stores used for sales volume. Application: Limitation: Determining no. of outlets for low cost, high volume goods is a challenge

Total Distribution: Purpose: Assess the extent to which a product line is available. Construction: Sum of ACV or PCV distribution for all of a brands stock-keeping units, calculated individually. Application: Category Performance Ratio: Purpose: Obtain relative performance of retailer in a given product category, compared with its performance in all product categories. Construction: Category Performance Ratio% = PCV (%)
ACV(%) Application:

Salesforce Tracking: Pipeline Analysis

Purpose: Forecast short term sales, evaluate sales force workload Construction: Identify stages of purchase process Identify number of people at each stage Use historical data to forecast sales
Assumptions: Failure at any stage eliminates prospect from funnel

Data Sources: Record of each potential and prospective customer at each stage of sales process. Application / Example: Limitations: Checking for willingness and ability and not authority to buy

Numeric Distribution
Purpose: Assess degree to which a brand/product has

penetrated its potential channels, implications for cost. Construction: Numeric Distribution % = No. of outlets carrying product
Total no. of outlets in the market

Application:

ACV distribution
Purpose: Assess the degree to which a brand or product has access to retail traffic. Construction: ACV Distribution % = Total Sales of Stores Carrying Brand ($)
Total Sales of All Stores ($) Assumption: Square footage of stores used for sales volume. Application: Limitation: No information about relevant product category