Exhibit 31.5 Calculation of share in handlers. Example – Panasonic TV.
Share in Handlers refers to the share of category sales
within the stores that carry a specific product. It represents the portion of overall category
sales that a brand captures within the outlets where it is available.
Exhibit 31.5 illustrates the calculation of this metric and provides a conceptual
understanding of its significance. A brand’s share in handlers is calculated by dividing its
market share in value terms by its distribution weighted in value terms:
$$ \frac{Market \,Share \,(in \,value)}{Weighted \,Distribution \,(based \,on \,Product \,Category \,Value)}$$
This metric allows for a more focused analysis of a brand’s performance within the
specific retail outlets where it is present. It helps retailers and suppliers identify the brands
that perform well within the stores carrying their products and can aid in decision-making related
to product assortment and marketing strategies.
