Distribución numérica y ponderada

Understanding Numerical and Weighted Distribution

Concept of Numerical Distribution

• Numerical distribution refers to the percentage of retail points where a product is visible or available for purchase. It indicates how widely a product is distributed across potential selling locations.

• Companies often aim for intensive distribution, especially in categories like food products, as greater market coverage typically leads to increased sales.

Importance of Market Coverage

• Tracking numerical distribution helps companies assess their market presence over time, determining whether they are expanding or reducing their footprint in retail locations.

• Introducing new distribution channels (e.g., gas stations) can significantly increase the number of selling points, which may enhance visibility and sales opportunities.

Understanding Weighted Distribution

• Weighted distribution measures the market access provided by the presence in specific establishments. Not all stores have equal size or customer traffic; thus, some stores contribute more significantly to sales than others.

• A company might have a small numerical distribution but a large weighted distribution if it operates in fewer but larger stores that generate higher sales volumes.

Evaluating Distribution Strategies

• Businesses must evaluate both numerical and weighted distributions to understand their market position and strategize effectively regarding store placements and channel selections.

• For example, focusing on larger retailers can yield better access to significant portions of the market despite having fewer total outlets.

Case Study: Sales Access Calculation

• An example illustrates calculating numerical distribution: if a product is sold through one out of six possible outlets, its numerical distribution stands at approximately 16.6%.

• Despite being present in only 16.6% of outlets, this single outlet could represent access to 45% of total category sales due to high customer volume.

Market Coverage Considerations

• The discussion emphasizes that understanding both types of distributions is crucial for assessing market coverage and demand dynamics.

• Effective strategies should consider not just quantity (numerical), but also quality (weighted), ensuring access to major retailers while maintaining broader reach when necessary.

Market Distribution Insights and Strategies

Understanding Store Distribution Impact

• The discussion begins with an analysis of market representation through store distribution, highlighting that focusing solely on larger stores results in a numerical distribution of 16.6% across the market.

• Despite the low numerical percentage, there is a weighted distribution of 45%, indicating significant access to nearly 50% of the market volume through these larger stores.

• In contrast, smaller stores represent 50% of commercial establishments but only provide access to 10% of the overall market, illustrating a critical trade-off between store size and market reach.

• This disparity raises important marketing questions regarding how to approach different markets and what positioning strategies should be adopted based on potential revenue outcomes.

• The insights suggest that strategic decisions in marketing must consider both store size and market access to optimize business performance.