Teaching Board Unit 2

Problem 1
The market for FMCG brands consist of five players in toothpaste segment. Refer the data below, This data is fro
store in a civilian block. Find unit market share
Toothpaste Brands Units Sold Unit market share UMS% Unit RMS
Colgate 1525 29.4629057187017 29.46%
Close uup 978 18.8948995363215 18.89% 64.12%
Meswak 868 16.7697063369397 16.76% 56.89%
Dant Kanti 725 14.0069551777434 14% 47.66%
Pepsodent 1080 20.8655332302937 21% 70.81%
Total Market Unit sales 5176
Market concentration 69%
31%
e data below, This data is from a The market for heavy duty trucks consists of 5
revenue data is giv
Truck Manufacturers
MAN
AMW
Isuzu
TATA
Mahindra
Total Market Sales revenue
heavy duty trucks consists of 5 players. The data is given below, This data is from a tier 2 city. Sales
revenue data is given for 1 week. Find revenue market share
Sales Revenue REV Mkt share Rev MS% Rev RMS

6072568.00 21.5408817413 21.54% 66.75%
7584798.00 26.9051308688 26.90% 83.36%
4125400.00 14.6338013071 14.63% 45.34%
9098562.00 32.274821469 32.27% 100.00%
1309570.00 4.64536461378 4.64% 14.38%
28190898.00
MC 80.71%
The market for premium SUVs consists of five players. Data is given below. TATA Would like to know its RMS
RMS help TATA to find its RMS and also find MC, HHI
Brands Units Sold Sales revenue (million) UMS RevMS RMS (US)
Maruti Suzuki 12500 4.5 17.857142857 16.66667 62.5
Hyundai 15000 8 21.428571429 29.62963 75
Tata 5500 1.5 7.8571428571 5.555556 27.5
Mahindra 20000 7 28.571428571 25.92593 100
Toyota 17000 6 24.285714286 22.22222 85
Total Fig 70000 27
Mkt concentration 74.285714286 77.77778

HI 2245.9183673 2352.538
like to know its RMS
RMS (SR) HI (UMS) HI (REVMS)

56.25 318.8776 277.7778
100 459.1837 877.915
18.75 61.73469 30.8642
87.5 816.3265 672.1536
75 589.7959 493.8272
2245.918 2352.538
In the previous two months 1237 of 7,000 households in a civilian block purchased
good knight fast cards and 2,890 households bought any kind of mosquito
Type 1 repellant. Calculate market penetration metric.
Given data: Brand Users:1237 Households, Category User: 2,890,HH, Total no of houses: 7,000
Step 1 By
formula: Brand pentration: 1237/7000=0.176, In temrs of percentage 17.6%
Step 2 By formula: Market penetration: 2890/7000 =
0.412, inn terms of percentage 41.2% Step 3:
Penetration share = 17.6%/41.2% = 0.428, in terms of percentage 42.86%
Witwicky eyeglasses has a market share in ebay of 30% with a usage index of 1.
and a share of requirements of 55%. From these data calculate penetration shar
Type 2 for witwicky eyeglasses
Given data: MS: 30%, Usage Index: 1.5 and SOR: 55%.
By formula: PS = MS/HUI*SOR
By Substituting: 0.30/1.5*0.55 = 0.30/0.825 = 0.363, In terms of percentage 36.3%
30% with a usage index of 1.5
ata calculate penetration share
es
n terms of percentage 36.3%

In a given quarter, the unit purchases of Dabur Chyawanprash ran to 2,350 jars.
Among the households in a area (4 blocks). Total purchases of product category
SOR Type I came to 5,480 bottles. Find SOR
Given data: People purchasing Dabur chyawanprash: 2,350, Total

purchases in the category: 5,480 Jars
By formula: Brand purchases/Total category purchases
By susbtitution: 2350/5480 = 0.4288 = In terms of
percentage 42.88%
Kellogs cornflakes brand has a market share in big basket of 6%. The usage ind
Kellogs cornflaskes in big basket is 0.5. The brands penetration share is 15%
SOR Type II Calcaulte the SOR
Given data: MS 6%|HUI: 0.5|brand's penetraion share: 15%

By Formula: SOR = MS/HUI*PS
By Substitution: 0.06/0.5*0.15 = 0.06/0.075 = 0.8 = 80%
asket of 6%. The usage index for
ds penetration share is 15%.
Calculate Share of Market, Penetration Share, Usage Index, Share of Requirements with
the data given below
HUI Type II
Household A B C D Total
1 10 0 0 0 10
2 10 0 0 0 10
3 10 0 0 0 10
4 10 0 0 0 10
5 0 10 0 0 10
6 0 10 0 0 10
7 0 0 0 10 10
8 0 0 10 0 10
9 0 0 10 0 10
10 0 0 10 0 10
11 11 3 5 1 20
120
Step 1
Before HUI Data
Summary Metric A B C D
Share of Market 0.4 0.2 0.3 0.1
Penetration Share 0.4 0.2 0.3 0.1
Share of 1 1 1 1
Requirements
Usage Index 1 1 1 1
Step 2
After HUI Data
Summary Metric A B C D
Share of Market 0.425 0.191 0.291 0.091
Penetration Share 0.454 0.272 0.363 0.181
Share of 0.85 0.575 0.7 0.366
Requirements
Usage Index 1.1 1.22 1.14 1.37

Mkt Share
decomposition 0.42449 0.190808 0.289674 0.090757
BDI Chocos is a minor breakfast brand of Kellogs. Among households without children the
sales record was 2 packets per week per 150 households. In general Chocos sales was
2 packets per week per 60 households. Find BDI.
Solution: Given Data: Households without children: 2 packets per week per 150 households|In
general sales, it is 2 packets per week per 60 households.
By formula and substitutions: Brands sales to group
/Households in the group/(Super divided by) Total brand sales/Total households
= 2/150/2/60 = 6/15 = 0.4.
Bourboun biscuit manufacturer wants to know CDI of chocolate biscuits. The
CDI category sales in girl child household is 3 packets per week per 200 households. In
the general population that has any child in the household. The sales in 2 packets per
week per 160 households Find CDI.
Given data : Girl child households are consuming 3 packets per week per 200
households|In general population, sales are like 2 packets per week per 160
households.
By formula: Category sales to the group/Household in the group/ (Super divided by)
Total category sales/Total households
By substitution : 3/200/2/160 = 6/5 = 1.2

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Problem 1

Market concentration 69%

Sales Revenue REV Mkt share Rev MS% Rev RMS

Mkt concentration 74.285714286 77.77778

RMS (SR) HI (UMS) HI (REVMS)

n terms of percentage 36.3%

Given data: People purchasing Dabur chyawanprash: 2,350, Total

Given data: MS 6%|HUI: 0.5|brand's penetraion share: 15%

Usage Index 1.1 1.22 1.14 1.37

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