What is Width of Distribution???

Number of different entities available for providing the same distribution function (as a distributor, wholesaler or retailer) at different stages in a distribution channel

Width of Distribution – In how many sales points is the product or service available with the advent of new POS with e-commerce sites, the entire rule of the gap has changed.

Parameters of Width of Distribution:

  1. Visibility of the product – More outlets stocking will result in more people seeing the product and hence more the chances of the product being recalled and thereby sold.
  2. Channel commitment to sell the product – More quantity stocked will increase the pressure on the retail POS to quickly liquidate the product and earn profit.
  3. The other parameter is competition tracking.