close

Вход

Забыли?

вход по аккаунту

код для вставкиСкачать
Sales Analysis and
Geographic Strategies
Light Beer Marketing
• Bud Light, Miller Lite, and Coors Light Maintain
• MGD, Bud, High Life - Take Share
•
•
•
•
Who do you target?
When do you advertise?
Where do you advertise?
What media do you purchase?
Deciding Where to Advertise
• Need to compare the sales of the category
to sales of the brand by market
– Looking at data for differences in sales
– Calculate relative performance by market
• Are you over performing the market?
• Are you under performing the market?
• Doesn’t tell you where to focus your
efforts, but it does provide considerable
guidance
Sales Analysis
• Must consider a range of factors
–
–
–
–
%
%
%
%
of
of
of
of
target population by market
industry sales by market
brand sales by market
competitors sales by market
– By Nielsen Territories
– By County Size
Brand Development Index
% of brand’s total sales in Market X
BDI = ---------------------------------------------------------% of total US population in Market X
Sales performance - “how do you perform
relative to the population size?”
Category Development Index
% of category’s total sales in Market X
CDI = ---------------------------------------------------------% of total US population in Market X
Sales potential - “how does the category
perform relative to the population size?”
Market Share Index
% of brand’s total sales in Market X
MSI = ---------------------------------------------------------% of category’s total sales in Market X
Relative performance - “how does the brand
perform relative to the category?”
The Decision Grid
High BDI
Low BDI
High CDI
High share of
market; good
market potential
“A keeper!!!”
Low share of
market; good
market potential
“What is wrong?”
Low CDI
High share of
market; poor
market potential
“Can we sustain?”
Low share of
market; poor
market potential
“Bail”
Nielsen Territories
•
•
•
•
•
•
•
New England
Middle Altantic
East Central
West Central
South East
South West
Pacific
Consider Brand X - Where do you advertise?
County Size
• A Counties - All counties located within
the 25 largest metros
• B Counties - All counties not included
under A that have +150,000
• C Counties - All counties not included
under A or B that have +40,000
• D Counties - All remaining counties
Using Simmons / MRI Data
1/--страниц
Пожаловаться на содержимое документа