The distribution panel provides continuous tracking of product sales to customers based on information gathered through distributors and customers’ audits. Our read represents over 90% of the total sales in the Markstrat world. The table and charts of this study provide the market shares, based on unit sold, by channel for each product currently on the market. They also give the unit product category sales by channel and in total. The relative sizes of the channels are provided as well in Figure 23.
Figure 23 – Market Research – Distribution Panel – Channel sales
The Number of Accounts report of Figure 24 provides key data on product distribution, through direct and indirect channels. A table shows the number of direct customers purchasing a given product, and the number of distributors carrying a given product in each indirect channel. Most customers purchase several products over a period of one year.
Figure 24 – Market Research – Distribution Panel – Distribution coverage