Numeric Distribution

In marketing, Numeric Distribution of a brand means the number of outlets the brand is present in across the universe of outlets available in that market.

For example, if New Delhi has a total of 100,000 shops and Brand A is present in 50,000 of those shops. Then the Numeric Distribution of Brand A becomes 50%. Another brand, let’s say Brand B has a presence in 20,000 of those shops. Then the Numeric Distribution is 20%.

In simple words, the formula for Numeric Distribution is: 100 X (Shops brand is present in) / (Total shops available in the region or market)

For all sales and marketing people, this is a very critical measure of the brand’s success in making itself available near the consumers. After all, your product can only sell if it is available. So, for measuring the availability of the brand, the Number Distribution is a common Parameter used across the industry for all brands. It is an aggressive way of looking at how to grow the business and set targets to get the product to as many shops as possible.

There is another term called Weighted Distribution. You can read about it in this article.