MEASURES IN A STANDARD FMCG REPORT

1. SALES QUANTITY

The quantity of sales made to consumer during the reporting period (by units, volume and value).

Calculation:

Sales Quantity = Opening Stock + Purchase – Closing Stock

2. MARKET SHARE (MS)

Ratio of total sales made by a particular product to total sales of the category (by volume and value).

Calculation:

Sales of Product
MS % = ---------------------------- x 100
Total Sales

3a. GROWTH (LONG TERM CHANGE)

Percentage change in sales (by units, volume and value), over the same period last year

Calculation:

Sales (Current Period) - Sales (Same Period Last Year)

CHG % = ------------------------------------------------------------------------- X 100
Sales (Same Period Last Year)
3b. GROWTH (SHORT TERM CHANGE)

Percentage change in sales (by units, volume and value), over the last period

Calculation:

Sales (Current Period) - Sales (Last Period)

CHG % = ------------------------------------------------------------------------- X 100
Sales (Last Period)

4. PURCHASE (PUR)

Estimated purchase made by the dealers during the reporting month by volume.

5. STOCK (STK)

The estimated volume of stock, lying with the retailer at the end of the audit period, for the current month.

6. DEALER (DLR)
The no. of dealers within a geography, which have had the stock of the product at either the opening stock or closing stock visit,
or which have made any purchase of the product during the audit period.

7. STOCK TURNOVER RATIO (STR):

The STR is indicative of the number of days the present stock will last with the retailers,
assuming the current rate of sales of the respective product.

Calculation:

Stock
STR =------------------ x (30 days)
Sales

8. PER DEALER OFFTAKE (PDO)

 Ratio of sales by volume to the total number of dealers handling the product.

Calculation:

Sales by Volume
PDO = ---------------------------------------
Total No. of Dealers

9. OUT OF STOCK DEALERS

The OSD is indicative of the number of dealers, who have reported purchase or sales for a particular brand,
but have not reported any closing stock for the brand at the time of audit. OSD % is percentage of out of stock
dealers to total number of dealers reporting for a company/brand

Calculation:

Out of Stock Dealers

OSD % = ---------------------------------- X 100
Total Dealers

10. NUMERIC DISTRIBUTION

For a company/ brand, the % of the dealers who have reported for that company/brand to the total dealers of the category.

Calculation:
Total no. of dealers reporting for a company (or brand) of the category
For a company or brand num % = ----------------------------------------------------------------------------------------------------- X 100
11. WEIGHTED DISTRIBUTION

For a company/brand the total value contribution of the dealers who have reported for that company/brand
to the total value of the category.

Calculation:
Total value of dealers reporting for a company (or brand) for the category
For a company or brand WGHT % = ----------------------------------------------------------------------------------------------------- X 100
Total value of that category

12. VALUE SHARE AMONGST HANDLERS

Calculation:

Total Sales Value of Company/ Brand

For a company or brand SAH% = ------------------------------------------------------------------------------------------ X 100
Total Value of dealers reporting for the company / brand for the category