Commercial & GIS Analytics
Regional FMCG Distributor
89,751 outlets, 2,069 SKUs and 17 brands mapped into one weighted-distribution view — coverage you can finally see.
The Challenge
The business could see total sales by region, but not which of its thousands of individual outlets actually stocked which brands. Territory and coverage decisions were made on instinct and history, not evidence — and a healthy regional average could still be hiding entire territories where coverage had quietly collapsed.
What We Built
How we delivered it
01
Unify outlets, SKUs and brands
Built one governed view joining every outlet, product and brand into a single distribution dataset, replacing fragmented, regional-only reporting.
02
Apply a real weighted-distribution methodology
Implemented the Nielsen-style standard — turnover of outlets that stock an item, divided by turnover of all active outlets — instead of a simpler but misleading value-share calculation.
03
Put coverage on the map, outlet by outlet
Made coverage visible at the outlet level, not just as a territory or regional average, so gaps that a summary number would hide become obvious.
89,751
Outlets mapped
2,069
SKUs tracked
17
Brands covered
Part 2 of 3 — Same Client, One Ongoing Engagement
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