Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/333380 
Year of Publication: 
2024
Citation: 
[Journal:] Journal of Marketing Analytics [ISSN:] 2050-3326 [Volume:] 13 [Issue:] 4 [Publisher:] Palgrave Macmillan UK [Place:] London [Year:] 2024 [Pages:] 1035-1067
Publisher: 
Palgrave Macmillan UK, London
Abstract: 
For retailers and suppliers, keeping track of distribution velocity, which refers to the market-share gains per additional point of distribution, is important to assess the performance of their products in a market. Common distribution-velocity models use distribution-breadth metrics. However, distribution-breadth metrics lack the variability needed to meaningfully differentiate competing brands. This article presents a new approach for modeling distribution-velocity using weighted total distribution, which combines distribution-breadth and distribution-depth. Using retail scanner data from the U.S. market covering a total of 1682 brands in 12,049 stores across five channel types, we propose total-distribution models that are easier to specify, better reveal the differences in distribution between brands, and thus improve competitive benchmarking. This novel modeling approach based on total distribution serves as a pivotal contribution by providing an effective analytical tool for competitive benchmarking in diverse market environments. It allows brands to increase their market-share by spending on a fair share of total distribution. These findings highlight the usefulness of a total-distribution metric as a measure of competitive distribution coverage to support product-portfolio and category-management decisions.
Subjects: 
Total distribution
Distribution velocity
CPG
Category management
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article
Document Version: 
Published Version

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