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    Market Share Concepts

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    alirazabtc
    The document provides various metrics for measuring a beverage company's market performance, including their market share compared to competitors, stock levels and sales of different package sizes, availability of SKUs across chiller shops, and the percentage of chillers where the brand is the primary beverage stocked. Formulas and benchmarks are given for calculating a brand's performance on metrics like market share, chiller share, SKU supply levels, number of no stock chillers, and slice availability. The document aims to outline key performance indicators and criteria that can be used for a brand scorecard evaluation.

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    Market Share Concepts

    Uploaded by

    alirazabtc
    30 views11 pages
    The document provides various metrics for measuring a beverage company's market performance, including their market share compared to competitors, stock levels and sales of different package sizes, availability of SKUs across chiller shops, and the percentage of chillers where the brand is the primary beverage stocked. Formulas and benchmarks are given for calculating a brand's performance on metrics like market share, chiller share, SKU supply levels, number of no stock chillers, and slice availability. The document aims to outline key performance indicators and criteria that can be used for a brand scorecard evaluation.

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    The document provides various metrics for measuring a beverage company's market performance, including their market share compared to competitors, stock levels and sales of different package sizes, availability of SKUs across chiller shops, and the percentage of chillers where the brand is the primary beverage stocked. Formulas and benchmarks are given for calculating a brand's performance on metrics like market share, chiller share, SKU supply levels, number of no stock chillers, and slice availability. The document aims to outline key performance indicators and criteria that can be used for a brand scorecard evaluation.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    30 views11 pages

    Market Share Concepts

    Uploaded by

    alirazabtc
    The document provides various metrics for measuring a beverage company's market performance, including their market share compared to competitors, stock levels and sales of different package sizes, availability of SKUs across chiller shops, and the percentage of chillers where the brand is the primary beverage stocked. Formulas and benchmarks are given for calculating a brand's performance on metrics like market share, chiller share, SKU supply levels, number of no stock chillers, and slice availability. The document aims to outline key performance indicators and criteria that can be used for a brand scorecard evaluation.

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    Market Share Concepts Review

    Market Share
    • % age of our Brand vs Competitor
    Pepsi Coke

    • Pepsi Stock : 500 units


    300,
    • Coke Stock: 300 Units 500, 38%
    62%
    • Total Stock: 800 Units
    Market Share 250 ML
    Chilled Stock Warm Stock Fresh Consumed

    250 ML Weight
    Chilled Stock 50% 30%
    50%
    Warm Stock 30%
    20%
    Fresh Consumed 20%
    Pack-wise Stock Limits
    Pack Lower Limit Upper Limit
    250 ML 12 Bottles 10 c/s
    PET 1.0 LTR 3 Bottles 36 Bottles
    PET 1.5 LTR 3 Bottles 36 Bottles
    PET 2.25 LTR 3 Bottles 24 Bottles
    PET 500 ML 3 Bottles 36 Bottles
    PET 345 ML 3 Bottles 36 Bottles
    ALL Packs Share
    Weighted
    Pack Weight Market Share
    Share
    250 ML 15 60% 9.0
    PET 1.0 LTR 30 55% 16.5
    PET 1.5 LTR 35 50% 17.5
    PET 2.25 LTR 16 48% 8.2
    PET 500 ML 3 70% 2.1
    PET 345 ML 1 100% 1
    ALL Packs share 100 53.8
    SKU Supply
    • % age of SKUs at every chiller shop
    STING STING
    Chiller 250 ML LTR PET JMB 500 ML Avail. Req. SKU
    240 500
    Shop (4) (4) (4) (4) (4) SKUs SKUs Supply
    (1) (1)
    P1 4 0 3 2 2 1 1 13 22 59%
    P2 4 3 1 2 2 0 1 13 22 59%
    P3 2 3 4 3 3 1 0 16 22 73%
    P4 3 1 2 4 0 0 1 11 22 50%
    P5 2 3 4 1 2 1 0 13 22 59%
    C1 1 2 1 2 1 1 8 X
    O1 1 1 1 3 X
    TOTAL 16 13 15 12 12 4 4 77 110 70%
    Chiller Integrity
    • % age of brand in its Chillers
    • Pepsi Chillers
    • Pepsi Chiller Integrity
    • Pepsi Stock: 80 Units
    • 80%
    • Coke Stock: 20 Units
    • Total Stock: 100 Units
    Chiller Integrity Diff %
    • Pepsi Chillers Integrity: 85
    • Coke Chillers Integrity: 70
    • Pepsi Diff vs Coke: 15
    • Diff % = 15 / 70 = 21%
    Availability
    • % age of Shops selling brand in total sample
    • Total Sample: 100 Shops
    • Pepsi Available @ 80 Shops: ? 80%
    • Coke Available @ 65 Shops: ? 65%
    No Stock Chillers
    • Shop 1: Multi – Chiller
    • Shop 2: Shops
    O 1/5 = 20% No Stock Overall
    • Shop 3: 2/9 =
    22%
    • Shop 4:
    One Chiller Shops No Stock
    • Shop 5:
    • Shop 6: O 1/4 = 25% No Stock
    TSE Score Card Criteria
    KPI Benchmark Weight

    Market Share + 5 vs Last Year Avg 20%


    Market Share vs Chiller Share +10 30%
    SKU Supply 70 30%
    Pepsi Working No Stock Chillers 3 10%
    Slice Availability 10%
    A B C D E
    50 40 30 30 20

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