*Measuring Marketing Performance*
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D 6 1 2 3 1. Calculate volume (in millions of gallons) for each segment in the 2012 US Carbonated Soft Drink category as well as total category volume (Calculate in table below-must use formulas) (8 POINTS). 2008 4 5 US Carbonated Soft Drink Category Segmentation, 2012 6 Category Unit Market Share Volume (Mal.) 7 Cola-standard 39.05% 8 Cola-dict 23.15% 9 Fruit-flavored carbonates 22.06% 10 Other carbonates 8.95% 11 Mixers 6.80% 12 Total Category (Mil.) 13 Source: Datamonitor Industry Market Research 14 15 2. Calculate 2011 and 2012 revenue market share (10 POINTS) in Table below Use formulas. 16 17 3. Use 2011 and 2012 total revenue (in millions) to calculate the annual growth rate (AGR%) of revenue from 2011 to 2012 (6 POINTS) in Table below Use formulas). 18 19 20 US Carbonated Soft Drink Market Volume 21 2007 2009 2010 2011 2012 22 Volume (mil.) 605 604 581 37.6 573 563 23 Percent Change -0.23% -3.7396 -0.40% -1.809 24 Source: Datamonitor Industry Market Research 25 25 US Carbonated Soft Drink Market Revenue 27 2007 2008 2009 2010 2011 2012 28. Revenue (mil.) s 63,4595 63,155 S 62.031S 61,455 s 61 209 S 58,660 29 Percent Change -0.48% -1.7890 -0.9396 -0.4091 30 Source: Datamonitor Industry Market Research 31 32 Top Carbonated Soft Drink Companies Revenue by Company 2011 Revenue 2012 Revenue 33 Company 2011 (mil) Market Share 2012 (mil.) Market Share AGRS 4 The Coca-Cola Co s 27.204 5 25 $17 35 PepsiCo Inc s 18,994 S 17.012 36 Dr. Popper Snapple Group, Inc S 9,129 S 10.207 37 Cor Corporation S 2.941 S 1,818 38 Other S 2.941 S 4.106 19 Total Is 61 209 S 18 MS-AGR Relative MS Market Concentration Penetration Share ot Real Decomp of Mt Share Cust Sat Ready MacBook Air esc DOO 000 F1 F2 F3 F4 F5 76 # % 13 Source: Datamonitor Industry Market Research 14 15 2. Calculate 2011 and 2012 revenue market share (10 POINTS) in Table below (Use formulas). 16 17 3. Use 2011 and 2012 total revenue (in millions) to calculate the annual growth rate (AGR%) of revenue from 2011 to 2012 (6 POINTS) in Table below [Use formulas). 18 19 20 US Carbonated Soft Drink Market Volume 21 2007 2008 2009 2010 2011 2012 22 Volume (mil.) 60.5 60.4 58.1 57.6 57.3 563 23 Percent Change -0.23% -3.73% -1.03% -0.40% -1.80% 24 Source: Datamonitor Industry Market Research 25 26 US Carbonated Soft Drink Market Revenue 27 2007 2008 2009 2010 2011 2012 28 Revenue (mil.) s 63,459 S 63,15SS 62,031 61,455S 61,209 S 58,660 29 Percent Change -0.48% -1.78% -0.93% -0.40% -4.1696 30 Source: Datamonitor Industry Market Research 31 32 Top Carbonated Soft Drink Companies Revenue by Company 2011 Revenue 2012 Revenue 33 Company 2011 (mil.) Market Share 2012 (mil.) Market Share AGR% 34 The Coca-Cola Co. S 27.204 S 25,517 35 PepsiCo Inc S 18,994 S 17,012 36 Dr. Pepper Snapple Group, Inc. S 9,129 S 10.207 37 Cott Corporation s 2,941 S 1,818 38 Other S 2,941 S 4,106 39 Total Revenue (mil.) S 61,209 S 58,660 40 Source: Datamonitor industry Market Research; Business Rankings Annual 41 42 TYPE ANSWERS TO NEXT TWO QUESTIONS BELOW: 43 44 4. Which company had the greatest percentage decrease in revenue from 2011 to 2012? (5 POINTS) 45 Answer: 45 5. Based on AGR%, where did revenue lost by this company go? (10 POINTS) Answer: 49
