Finding 03 . The barrier

They said they could not find it. The audit agreed.

Brand health . Retail audit

A REAL FINDING . FOUR WAVES . DISGUISED

01 . BRAND HEALTH SHOWED

Availability was the top reason for never trying the brand.

20 per cent in category A, 11 per cent in category B. In category C, 12 per cent, behind only 'don't know'.

02 . THE RETAIL AUDIT SHOWED

The brand was in 12 to 29 per cent of stores.

Numeric distribution in the latest month: 16, 29 and 12 per cent across the three categories.

03 . THE FIX

The next money goes on stores.

Distribution first, before more spend on the brand, with the distribution target set per category from the audit.

Distribution before brand spend.

Brand health says why people do not buy. The audit says how many stores carry the brand.