For any FMCG business, to drive its FMCG sales should be focused on FMCG distribution parameters like active outlets and ECO (Effective Coverage). We can understand this using the FMCG Coverage Funnel. Distribution coverage (active outlets, ECO or effective coverage) helps FMCG companies expand its reach to new outlets. But most importantly, a FMCG business should keep track of the FMCG distribution by studying the different levels of FMCG Coverage funnel. In this video we have discussed the concept of FMCG Coverage Funnel and how it impacts FMCG business and FMCG distribution. It answers how a FMCG company should look at – what is outlet base, what is active outlets and what is effective coverage.
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