Sales and Distribution

Sales and Distribution Network.

Exhibit 30.1   Illustration of FMCG distribution network.

To state the obvious, sales generate money, which serves as the lifeblood that sustains a business. This is precisely why companies continually strive to enhance their sales.

As sales is the outcome of supply and demand, it should be tracked and analysed through metrics that relate to supply and demand. These metrics are covered in this chapter in the context of the analysis of sales and distribution.

The primary focus of this chapter revolves around five key managerial objectives — building distribution network, targeting the right channels and chains, optimizing assortment, securing retailer support, and managing stocks in trade.

You will be introduced to a wide range of metrics that can be employed to measure supply, such as stock and distribution, as well as metrics to assess demand, share in handlers, rate of sales, cash rate of sale and rate of gross profits.

Furthermore, the chapter explores various techniques for evaluating product assortment, conducting portfolio analysis, and performing fragmentation analysis, all of which contribute to effectively managing the supply side of the business.


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.