What two measures are commonly used for distribution measurement?

The correct answer focuses on the two main metrics used to evaluate distribution in category management, which are the percentage of stores carrying a product and all commodity/weighted distribution.

The percentage of stores carrying a product indicates how widely a product is available in the market. It reflects the penetration of the product in retail locations, which is essential for understanding market reach and accessibility to consumers. This metric helps identify whether a product is making it to the shelves and how it compares to competitors in terms of retail presence.

All commodity/weighted distribution goes further by measuring the distribution of a product across various outlets, taking into account the sales volume of those outlets. It provides a more nuanced understanding of distribution by considering not just the number of stores but the potential sales impact of those stores. It helps assess the product’s presence in high-performing retail environments compared to lower-performing ones.

Together, these two measures provide a comprehensive view of a product's distribution effectiveness, essential for strategic planning and identifying growth opportunities within the category.