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Marketing Analytics: Uncovering Opportunities Marketing Analytics: Uncovering pportunities Royal Crown Cola (RC Cola) is an American soda that was developed in 1905 to compete with the soda matket glant, Coca-Cola. RC Colir gained a loyal following and market share through the 1950 . Although it pioneered cola innovations in cola marketing such as canning soft difinks and diet colas, RC Cola lags far behind the market leaders, Coca-Cola and Pepsi Cola. The maketing manaper of RCC Cola knows that if the American brand is going to survive, it needs to increase its sales and market share. Making matters worse is the trend toward healhy beverage choices, without added sugar, and away from sodas which is particularly pronounced in the midde-aged adult segments. In fact, soda consumption has dropped approximately 1 percent each yeat for the past 11 years in the US, market: To look for oppoitunties, the makketing managet created a spreadsheet with key marketing metrics including market share. soda coissumption, market size, category development index. and beand development index The goal of this activity is to understand how a fim can use marketing metrics to uncover segments in the market where its brond is: underperforming Keep in mind that Category developenent index = [Percent of a product category's fotal us saies in a macket segment. Perceat of the total Us. population in a market fegmenti 100 Erand development index = Percent of a brand's rotal US sales in a market segment Percent of the fotal U 5 population in a makent segment 100 Use the formuriti above and the spreadsheer below to heip shswer the puestons that follow The spresctsheet feldid highighted in columes in to 1 Start by entering the intal values into coluniss B to E Thent rrverw the questons beclow and aquast the values on coliames B to E fo determine the conect artiwen. Marketing Analytics: Uncovering Opportunities Marketing Analytics: Uncovering pportunities Royat Crown Cola (RC Cola) is an American soda that was developed in 1905 to compete with the soda matket giant, Coca-Cola. RC Colar gained a loyal following and market share through the 1950s. Athough it pioneered cola innovations in cola marketing such as canning sott difinks and diet colas. RC Cola hags far behind the market leaders, Coca-Cola and Pepsi Cola. The matketing manaper of RC Cola knows that if the American brand is going to survive, it needs to increase its sales and maket share. Making matters worse is the trend toward healthy beverage choices. without added cugar, and away from sodas which is particularly pronounced in the middle-aged adult segments in fact, soda consumption has dropped approvimately 1 percent each yeat for the pastilyears in the US, market. To look for oppoituntes, the marketing managet created a spreadsheet with key marketing metics including market share. soda coiscumption, market size, category development index, and brand development index The goal of thes activicy is to inderstand how a fim can use marketing metrics to uncover segments in the market where its brand is undeperforming Keep in mind that Category develiopment index * [Percent of a procloct category's total US saies in a macket segment: Percent of the total US. populiotion in a market seginenti] 100 Eiand deveiopment index = Percent of a brand's sotal 45 sales in a makket segment Percent of the total 45 population in a maket segmenti 100 Use the formudas mbove and tie spreckdsteet below to hely annwer the queshons that follow The spievidsheet felds highlghted in columes B to E to defermine the comect arriners
