Fragmentation Analysis
Fragmentation analysis (Exhibit 30.9) depicts the build-up of cumulative share with each additional SKU, starting from the largest to the smallest. It reveals the level of fragmentation/concentration within the category, and may be conducted at SKU or brand level.
In the exhibited example the toner category, where the top three SKUs account for close to 50% of market share, is highly concentrated. In contrast, it takes 14 SKUs in the fragmented facial cleansers category to touch 50% share.
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What they SHOULD TEACH at Business Schools
Is marketing education fluffy too?
Experiential Learning via Simulators | Best Way to Train Marketers
Marketing simulators impart much needed combat experiences, equipping practitioners with the skills to succeed in the consumer market battleground. They combine theory with practice, linking the classroom with the consumer marketplace.
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.
