The distribution panel provides continuous tracking of product sales to consumers based on information gathered at the retail point-of-sale. Information is primarily gathered from scanning cash-registers with supplementary store audits. Our read represents sales in about 45,000 retail outlets in the Markstrat world. The table and charts of this study provide the market shares, based on unit sold, by channel for each brand 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 distribution coverage figures in Figure 24 represent the proportion of stores that carry a given brand. The report gives the information for each brand currently on the market. The number of outlets in each distribution channel is provided as well.
Figure 24 – Market Research – Distribution Panel – Distribution coverage