countering the confusion of consumer packaged goods

weighted distribution

Weighted distribution refers to the number of stores in which a product or brand is sold given their share of the overall market.

Not all stores are of equal value: it’s better to be sold in a very busy supermarket that lots of people visit than it is to be sold in a quiet village shop that nobody visits. Weighted distribution, in contrast to simple numeric distribution, allows you to account for those disparities by assigning a weight to each store based on its share of sales within a category.

For example:

If there are 100 stores in a particular country, and you’re sold in 20 of them, and those 20 stores are responsible for 50% of the total sales of your category in that country, your weighted distribution is 50%.

Category: Retail
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