BeeGood Honey recently expanded its distribution to include 69,500 households within the Southwestern United States in an area with a population of 300,000 people. Of these newly targeted households, 36,100 have previously purchased the category. Last quarter the region's total dollar sales for the honey category reported at $832,000, driven by the three largest brands: StingerSue, Sweetness, and BeeGood with sales of $394,000, $200,000 and $101,000 respectively. In the same quarter, unit purchases of BeeGood Honey brand amounted to 38,900 jars across the region. Among the 25,600 households that bought BeeGood, total purchases of honey were reported at 122,000 jars.

CALCULATED VARIABLES:

brpen = 0.368 (36.8%)

shreq = 0.319 (31.9%)

dmktsh = 0.121 (12.1%)