If you are a Founder/CEO or a Sales Head of a CPG company you already know how painful it is to get your product assortment right across all the stores. And if you happen to have a high number of SKUs- where many remain unsold- then the struggle intensifies many-fold.
I remember what happened to the iconic Dalda Vanaspati ghee when it didn’t pivot its product mix to cater to the changing consumer demands. At its peak, Dalda held more than 70% market share. A few years later refined oils started getting recognized as a healthier option and began gaining market share. Dalda didn’t have other products to retain leadership and was eventually replaced by groundnut (Postman), sunflower (Sundrop) and others.
So why is the depth of distribution important?
Observe the overall consumer market and you’ll discover most customers are brand-loyal. Which means if they like your product, they will continue to buy it. But what if your product isn’t available? Or what if they want to try a different brand? To ensure consumers stay loyal to your brand, you need to be able to offer them a variety of options. Here, the basic rule of thumb to remember is, the more the number of SKUs the more fine-tuned your depth of distribution should be.
For e.g. When Amul launched its processed cheese, the taste of that cheese became familiar for thousands of Indians. In the past decade or so, Amul has expanded its cheese category to include processed cheese slices, blocks, cubes, spreads, shredded mozzarella and cheddar and even Emmental and Gouda cheese. Today, even though there are many Indian and international options to choose from, I still buy Amul cheese, because that’s the taste I prefer.
So if I go to buy cheese slices, and there is a scheme on the new flavours of Amul Cheese Spreads, I will most probably try them. That’s how customers usually are. Because they have faith in the company and its products. This strategy of extending depth of distribution helps to retain leadership on your high-performing categories and also ensures sustained patronage from the customers.
Challenges around the depth of distribution
Have you identified the product lines you want in large-format stores versus small mom-and-pop stores? How do you retain the shelf share amid the aggressive undercutting by competition? Is your Sales Team aware of the targeted categories for each store profile?
Unfortunately, when companies have a large array of SKUs, salesmen try and eventually struggle to sell all product lines and SKUs equally. These companies don’t know if their salespeople are selling on the basis of customer profiles or only jotting the orders that retailers need. They don’t know if the right schemes are being communicated to the retailer, or whether the salesman is even aware that a relevant scheme exists.
Not surprisingly in such cases, 20% of the product range tends to contribute to nearly 80% of the revenue, because if one category is the cash cow, the sales team would rather milk the existing one than create new ones.
Increasing your Depth of Distribution
A 2019 study from Deloitte and Google states that product assortment should not be stagnant, but change over time in accordance with customer behaviour. To hit the sweet spot, your product mix should ideally be defined for every retail outlet. But is that even possible?
We say it is. But with the right kind of automation solution. FieldAssist’s end-to-end automation platform assists your on-field sales team to smartly book orders with features like:
About Post Author
20 Comments
hire a killer
Searching for someone to take on a single dangerous job?
This platform focuses on linking customers with contractors who are ready to execute high-stakes jobs.
Whether you’re dealing with emergency repairs, unsafe cleanups, or risky installations, you’ve come to the right place.
All available professional is vetted and qualified to ensure your safety.
hire a killer
This service offer clear pricing, comprehensive profiles, and secure payment methods.
Regardless of how challenging the scenario, our network has the expertise to get it done.
Start your quest today and locate the ideal candidate for your needs.
bonanza
Here, you can find a great variety of slot machines from leading developers.
Players can experience traditional machines as well as new-generation slots with vivid animation and interactive gameplay.
If you’re just starting out or a casino enthusiast, there’s always a slot to match your mood.
online games
Each title are instantly accessible anytime and optimized for PCs and tablets alike.
You don’t need to install anything, so you can get started without hassle.
Platform layout is user-friendly, making it convenient to find your favorite slot.
Join the fun, and enjoy the world of online slots!
喷出
本网站 提供 丰富的 成人资源，满足 成年访客 的 喜好。
无论您喜欢 哪一类 的 视频，这里都 一应俱全。
所有 材料 都经过 严格审核，确保 高清晰 的 视觉享受。
性别
我们支持 各种终端 访问，包括 平板，随时随地 尽情观看。
加入我们，探索 绝妙体验 的 两性空间。
1xbet
Here, you can discover a variety internet-based casino sites.
Interested in well-known titles new slot machines, you’ll find an option to suit all preferences.
Every casino included are verified to ensure security, allowing users to gamble peace of mind.
casino
What’s more, the platform offers exclusive bonuses plus incentives targeted at first-timers including long-term users.
Due to simple access, locating a preferred platform is quick and effortless, making it convenient.
Keep informed about the latest additions through regular check-ins, since new casinos come on board often.
DonaldMomma
Luxury horology are still sought after for many compelling factors.
Their engineering excellence and history define their exclusivity.
They symbolize prestige and elegance while uniting form and function.
Unlike digital gadgets, they endure through generations due to exclusive materials.
https://telegra.ph/Jacob–Co-Bugatti-Chiron-Tourbillon-A-Hypercar-for-the-Wrist-03-13
Collectors and enthusiasts value the human touch that no digital device can match.
For many, owning one is owning history that remains eternal.
DanielGek
Трендовые фасоны сезона этого сезона задают новые стандарты.
Актуальны кружевные рукава и корсеты из полупрозрачных тканей.
Детали из люрекса делают платье запоминающимся.
Многослойные юбки возвращаются в моду.
Разрезы на юбках придают пикантности образу.
Ищите вдохновение в новых коллекциях — стиль и качество сделают ваш образ идеальным!
http://forum.spolokmedikovke.sk/viewtopic.php?f=3&t=150789&p=1254440#p1254440
DennisEmait
доставка цветов на дом недорого бесплатная доставка цветов
HarleyMat
доставка цветов цена доставка цветов на дом спб
Alfredjak
Свежие актуальные спорт сегодня новости со всего мира. Результаты матчей, интервью, аналитика, расписание игр и обзоры соревнований. Будьте в курсе главных событий каждый день!
Alfredjak
Свежие актуальные последние новости спорта со всего мира. Результаты матчей, интервью, аналитика, расписание игр и обзоры соревнований. Будьте в курсе главных событий каждый день!
Williamraw
Микрозаймы онлайн https://kskredit.ru на карту — быстрое оформление, без справок и поручителей. Получите деньги за 5 минут, круглосуточно и без отказа. Доступны займы с любой кредитной историей.
TerrellSpicy
Хочешь больше денег https://mfokapital.ru Изучай инвестиции, учись зарабатывать, управляй финансами, торгуй на Форекс и используй магию денег. Рабочие схемы, ритуалы, лайфхаки и инструкции — путь к финансовой независимости начинается здесь!
AnthonyCLUPE
Быстрые микрозаймы https://clover-finance.ru без отказа — деньги онлайн за 5 минут. Минимум документов, максимум удобства. Получите займ с любой кредитной историей.
Brandonsaw
Сделай сам как самому ремонт квартир Ремонт квартиры и дома своими руками: стены, пол, потолок, сантехника, электрика и отделка. Всё, что нужно — в одном месте: от выбора материалов до финального штриха. Экономьте с умом!
MatthewZolug
КПК «Доверие» https://bankingsmp.ru надежный кредитно-потребительский кооператив. Выгодные сбережения и доступные займы для пайщиков. Прозрачные условия, высокая доходность, финансовая стабильность и юридическая безопасность.
Larrycycle
Ваш финансовый гид https://kreditandbanks.ru — подбираем лучшие предложения по кредитам, займам и банковским продуктам. Рейтинг МФО, советы по улучшению КИ, юридическая информация и онлайн-сервисы.
Donaldcooni
Займы под залог https://srochnyye-zaymy.ru недвижимости — быстрые деньги на любые цели. Оформление от 1 дня, без справок и поручителей. Одобрение до 90%, выгодные условия, честные проценты. Квартира или дом остаются в вашей собственности.
RobertdWeby
Профессиональный массаж Ивантеевка: классический, лечебный, расслабляющий, антицеллюлитный. Квалифицированные массажисты, индивидуальный подход, комфортная обстановка. Запишитесь на сеанс уже сегодня!
DanielBof
balloons dubai delivery balloons and flowers dubai
Patrickthaph
resume engineer experienced resume engineer experienced