[1] Distribution metrics quantify the availability of products sold through retailers, usually as a percentage of all potential outlets.
[2] Balancing a firm's efforts in “push” (building and maintaining reseller and distribution support) and “pull” (generating customer demand) is an ongoing strategic concern for marketers.
[1] When detailed sales data are available, PCV can provide a strong indication of the market share within a category to which a given brand has access.
If sales data are not available, marketers can calculate an approximate PCV by using square footage devoted to the relevant category as an indication of the importance of that category to a particular outlet or store type.
[1] Product category volume (PCV) is the percentage share (or dollar value) of category sales made by stores that stock at least one SKU of the brand in question, in comparison with all stores in their universe.