| Handler's Analysis |
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| How is your brand performing in those stores that carry it? Are your market share losses due to distribution decline, worsening rate of sale where handled, or both?
 Performance Deteriorating Where Handled
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Case Study |
| In the first year of launch the brand gained market share due to a combination of expanding distribution and increasing rate of sale where handled. Early in year two market share declined whilst handlers share was maintained, indicating that market share losses were caused by declining distribution levels and the result of a change in focus by the sales team. The latter part of the year saw market share continue to decline against a stable distribution base. A declining handlers share indicated that the brand’s rate of sale was decreasing in the stores selling the product. This has now become a marketing issue, rather than a sales issue, to address the weakening consumer acceptance of the brand. |
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