Portfolio Analysis

Weighted DistributionNumeric Distribution
Outrageous Orange7862
Cheeky Cherryade8770
Ice Cream Soda8267
Original Sarsi8065
Groovy Grape6447
Zesty Zappel6240

Exhibit 30.7   Weighted and numeric distribution of the flavours of Rainbow, a soft drink brand. The brand’s overall numeric distribution is 85%.

Exhibit 30.8   Weighted distribution and sales per point of distribution for Rainbow’s portfolio of flavours. Label = sales value in $'000.

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.

Previous     Next

Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.

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.