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Coca - Cola Canada buys household panel data from a market research company. A set of quarterly summary data for Ontario is included in the
CocaCola Canada buys household panel data from a market research company. A set of quarterly summary data for Ontario is included in the next worksheet in this Excel file. The total Ontario market is split to four geodemographic segments: Greater Toront Area GTA vs Remaing Ontario Rem Ont. and households with children vs without children. The category of focus is carbonated soft drinks consisting of total Coca Cola Brands, total Pepsi Cola Brands, and total Remaining Brands for simplicity. The data has been projected to households in Ontario.
Your task is to analyze the data, identify issues and opportunities, and make marketing recommendations. Specifically, Calculate the following metrics from the data in terms of Liters for each of the four market segments, Total GTA, Total Remaining Ontario, and Total Ontario:
Market Share and BDI for Total Coca Cola Brands. marks
CDI for the Carbonated Soft Drink category. marks
Category Penetration and Penetration and Penetration Share for Total Coca Cola Brands. marks
Share of Requirement for Total Coca Cola Brands. marks
Usage Index for Total Coca Cola Brands. marks
Finally, based on your calculated metrics, what marketing recommendations would you make? marks
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