June 8, 2011

Total Distribution Points (TDP)

Total Distribution Points (TDP) - Measures the depth of distribution of a product, combining the %ACV Distribution and Average # of Items Carried. It is calculated for a brand by summing the %ACV Distribution of the individual items and dividing by the % ACV Distribution of the brand. Example: Say Brands A and B both have 200 TDPs. If Brand A is in 50% ACV Distribution and has 4 AIC and Brand B is in 20% ACV Distribution but has 10 AIC, then Brand A is distributed more broadly but Brand B has deeper distribution in the fewer places where they are.


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