Glossary of Terms

What are Primary, Secondary and Tertiary sales?

A typical supply chain involves three stakeholders before a product reaches to end consumer: a) Manufacturing company/National supplier, b) Distributor and c) Retailer, and sales transactions at each level are given different titles: Primary, Secondary and Tertiary Sales.

  • Primary Sales – Primary sales is the sales from a manufacturing company or national supplier to a city/state/region distributor. For example when a brand is invoicing the product to a distributor in one city, who will further sell it to retailers, is called as
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What is a Beat Plan?

Beat Plan (also referred as ‘Permanent Journey Plan’) is a day level route plan made for field sales/marketing personnel to make visits to a number of stores at a pre-defined frequency. A Beat Plan defines whom to visit, when to visit, based on company’s priorities on stores category/segment. These visits can be made for the purpose of sales order collection, visual merchandising, etc.

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What is Range Selling?

In business terms ‘Range Selling’ stands for approach of selling larger portfolio of products and services.

Range Selling is used to provide variety of products to customers, reduce the dependency of sales revenues from single or limited products and have better visibility at stores. Range selling is one of the key techniques to do better sales. 

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What is WOD?

WOD stands for Width of Distribution. It is the number of retail stores that a product is distributed to - which then is also the number of stores that customers can buy the product from. 

For example, if an product is available at 100,000 stores across the country - it's National WOD is 100,000 and if it's available at 10,000 stores in a city, it's city WOD is 10,000.

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What is a Channel?

In the context of sales & marketing, "the Channel" is the chain of organizations that a product must pass through before a customer can buy it. The Channel is also called by many other names such as 'distribution network', 'supply chain' or simply as 'trade'.

It's best understood with an example:

A product is usually made by a brand* at a factory. The brand then sells this product to a national distributor which sells it to a state level distributor which sells it to a retailer which sells it to a customer. This is an example of a Retail Channel.

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