Assortment Analysis

Assortment management - Number of Items Stocked and Efficiency Rate

Exhibit 30.4   Numeric distribution of Panasonic and Sharp flat screen TVs.

Let us consider the availability of flat screen TVs in stores carrying consumer durables. In this hypothetical example, there are two brands — Panasonic and Sharp, and numeric distribution indicates that flat screen TVs are available in 90% of the stores.

Based on the distribution of these brands and their individual models, as given in Exhibit 30.4, we can compute the following relevant information:

  • Average number of flat screen TVs stocked per store:
    (300 + 320)/90 = 6.9

  • Average number of Sharp TVs stocked where Sharp is listed:
    320/80 = 4

  • Average number of Panasonic TVs stocked where Panasonic is listed:
    300/60 = 5

  • Share of items:
    Panasonic’s share of items: 300/620 = 48.4%
    Sharp’s share of items: 320/620 = 51.6%

  • Efficiency rate for the two brands:
    Sharp’s efficiency rate: 4/8 = 50%
    Panasonic’s efficiency rate: 5/6= 80.3%

One conclusion that can be drawn from this example, is that Sharp has greater width of distribution whereas Panasonic has greater depth. It appears that Sharp has greater success in getting listed, whereas Panasonic is better at securing depth where listed.


Previous     Next

Use the Search Bar to find content on MarketingMind.







Marketing Analytics Workshop

Marketing Analytics Workshop

In an analytics-driven business environment, this analytics-centred consumer marketing workshop is tailored to the needs of consumer analysts, marketing researchers, brand managers, category managers and seasoned marketing and retailing professionals.


Digital Marketing Workshop

Digital Marketing Workshop

Unlock the Power of Digital Marketing: Join us for an immersive online experience designed to empower you with the skills and knowledge needed to excel in the dynamic world of digital marketing. In just three days, you will transform into a proficient digital marketer, equipped to craft and implement successful online strategies.


Online Apps to train Category Managers

Online Apps to train Category Managers


The Plannogrammer is an experiential learning facility for category managers, trade marketers, and retailers in consumer markets. Ideally suited for hybrid learning programmes, Plannogrammer imparts hands-on training in the planning and evaluation of promotions and merchandising.

It supports a collection of simulation and analysis platforms such as Promotions and Space Planner for optimizing space and promotions, Plannogram for populating shelves and merchandising, a Due To Analysis dashboard that decomposes brand sales into the factors driving sales, and a Promotion Evaluator to evaluate the volume, value and profit impact of promotion plans.