Econometrics for marketing decisions, one case at a time.
Archive for the category
Share of voice against share of market, excess share of voice, and what competitor activity structurally costs you.
A step of the Competitive Path.
UK mattress brand, about £38M a year, asking whether a 30% share of voice meant it could cut £1M of media.
A composite case, built from files we see more often than we would like: a UK mattress brand selling mostly direct, about £38M of annual revenue, in a category of five brands where it holds roughly 17% of value share.
Filed under Competitive Pressure | Competitive Path | Permalink
German challenger oat drink brand, about €31M a year, asking whether its excess share of voice paid and where.
A composite case, built from the kind of file we see most weeks: a challenger oat drink brand in Germany, about €31M of annual retail sales in a plant-based dairy category worth roughly €280M. Six brands, one of them twice the size of anyone else.
Filed under Competitive Pressure | Competitive Path | Permalink