Share in Handlers

Share in handlers - Sales and Distribution

Exhibit 30.5   Calculation of share in handlers. Example – Panasonic TV.

Share in Handlers refers to the share of category sales within the stores that carry a specific product. It represents the portion of overall category sales that a brand captures within the outlets where it is available.

Exhibit 30.5 illustrates the calculation of this metric and provides a conceptual understanding of its significance. A brand’s share in handlers is calculated by dividing its market share in value terms by its distribution weighted in value terms: $$ \frac{Market \,Share \,(in \,value)}{Weighted \,Distribution \,(based \,on \,Product \,Category \,Value)}$$

This metric allows for a more focused analysis of a brand’s performance within the specific retail outlets where it is present. It helps retailers and suppliers identify the brands that perform well within the stores carrying their products and can aid in decision-making related to product assortment and marketing strategies.


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