Sales Analysis and Geographic Strategies. Light Beer Marketing Bud Light, Miller Lite, and Coors...
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Transcript of Sales Analysis and Geographic Strategies. Light Beer Marketing Bud Light, Miller Lite, and Coors...
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 target population by market– % of industry sales by market– % of brand sales by market– % of competitors sales by market
– By Nielsen Territories– By County Size
Brand Development Index
% of brand’s total sales in Market XBDI = ----------------------------------------------------------
% 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 XCDI = ----------------------------------------------------------
% 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 XMSI = ----------------------------------------------------------
% 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