In retail sales, the outlet coverage versus the universe is an important aspect. Effective frequency coverage planning, and execution are crucial for achieving the desired outcomes in sales, market presence, and product availability. In essence, Availability plus Visibility equals Effective Sales. Be it the GT or MT, not only the right frequency of coverage but optimal coverage helps us achieve both the above objectives.

To determine the appropriate coverage frequency, the following aspects must be considered: 1) The category or nature of the products you handle

2) The number of potential retailers or buyers in your operational area

3) The average investment capacity of buyers in your brand or products per month

4) The number of direct sales personnel you can afford to employ based on your budget

5) The physical proximity of your channel partners (distributors) to potential retailers

6) Whether your product sales are affected by seasonal factors

7) The coverage frequency of competitors (Industry/Category Norms)

8) Whether you are an established or startup brand

9) Your product’s life cycle, including shorter or longer expiry dates

10) Whether you aim for mass distribution or exclusive placement of your brands

11) The buying patterns of end consumers

12) The cost for channel partners or distributors to service the market.

By considering all the above factors, we should achieve the Distribution Mantra: Making all relevant products available, in the right quantity, at relevant outlets.