|Weighted Distribution||Numeric Distribution|
|Ice Cream Soda||82||67|
Exhibits 21.7 and 21.8 depict the portfolio of Rainbow, a soft drinks brand in a lower trade channel. Given that the brand’s overall numeric distribution is 85%, based on the numeric distribution of its variants, the depth of distribution is 4.8 — the average store handling rainbow carries 4.8 of the 7 variants of Rainbow.
The portfolio analysis in the exhibit suggests the need to expand the distribution of Outrageous Orange and Groovy Grape. Distribution should be prioritized on the basis of SPPD — other factors remaining constant, if a shop keeper wants to stock only one flavour, it should preferably be Orange, and if it is three, in that case — Orange, Grape and Sarsi.
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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.