Step 1: Calculating Market Share

Complete the remaining parts of this data set that have been left blank. For each year of data (1997 and 2007), you must calculate the following metrics. Unit Market share Each Brand's Unit Market Share Revenue Market Share Each Brand's Revenue Market Share Relative Market Share Each Brand's relative market share (based on units, not revenues) Unit Herfindahl Index Each Brands Herfindahl index based on Unit Market Share Revenue Herfindahl Index Each Brands Herfindahl index based on Revenue Market Share All of these metrics can be calculated based only on the data that is provided for you in the first part of the dataset.

Step 2: Analysis and Critical Questions

1. Which brand had the largest unit market share in 1997?

2. What was this brands unit market share?

3. Which Brand had the smallest revenue market share in 2007?

4. What was this brands revenue market share?

5. Which brands unit market share grew the most between 1997 and 2007?

6. What is the 1997 herfindahl unit index for the total vodka market?

7. Based on the total market herfindahl index for 1997 and 2007, is the vodka market more or less compressed in 2007 compared to 1997? 8. Using the BCG matrix in the Marketing Metrics book, pick one brand that you think would be classified as each of the following, and explain why: Star Cash Cow Question Mark Dog.

B F . RevMarket Share M Unit Herfindahlindex N N RevenueHerfindahlindex IfDom Relative MarketShare Tier2 1 1 0 D 0 0 Brandid 15 10 5 11 12 21 8 23 14 6 7 D 0 Unit Market share 0 0 0 0 0 1 0 1 0 0 0 0 0 9524,3 0 0 0 D 0 4 0 13 1 17 2B 15 10 5 D 0 1 0 1 1 0 1 0 0 0 0 A | 1 | BrandName 1 2 Absolut 3 Aristocrat 4 Barton 5 Burnett 6 Crystal Palac 7 Finlandia 8 Fleischmann's 9 Fris 10 Gilbey's 11 Gordon's 12 Kamchatka 13 Popov 14 Skol 15 Smirnoff 16 Stolicnaya 17 Tanqueray 18 Absolut 19 Aristocrat 20 Barton 21 Belvedere 22 Burnett 23 Chopin 24 Crystal Palac 25 Finlandia 26 Fleischmann's 27 Fris 28 Gilbey's 29 Gordon's 30 Grey Goose 31 Kamchatka 32 Ketel One 33 Level 34 McCormick 35 Polarice 36 Popov 37 Pravda 38 Seagram's 39 Skol 40 Sky 41 Smirnoff 42 Stolicnaya 43 Three Olives Year 1997 1997 1997 1997 1997 1997 1997 1997 1997 1997 1997 1997 1997 1997 1997 1997 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 D E TotalSales PricePerUnit 3440 110.8 605 37 1279 35 260 41.45 502 34.1 183 142.3142 595 39 83 114.7506 777 41.88005 1955 48 1080 38.05009 2577 39.25002 924 38 5565 61.57202 1130 115.3 165 113.4321 5013 151.75 720 34.81944 1653 35.5003 410 215.439 735 46.05034 61 250.2623 601 34.09983 362 135.5608 941 39.50053 192 124.0833 553 45.09946 1300 57.3 3325 215.3802 915 38.05027 1858 158.1744 92 202 1795 34.50028 76 70 1764 43.90986 90 140 890 70.88988 1591 37.74984 2390 104.2502 9015 87.268 2185 150.9602 850 122 22 11 25 12 21 8 23 G H DollarSales Tier1 0 381152 1 22385 1 44765 1 1 10777 1 17118.2 0 26043.5 1 23205 0 1 32540.8 1 93840 1 1 41094.1 1 101147.3 1 35112 1 342648.3 0 130289 0 18716.3 0 0 760723 1 25070 1 1 58682 0 88330 1 33847 0 15266 1 20494 0 0 49073 1 37170 0 23824 1 24940 1 74490 0 716139 1 34816 0 293888 0 0 18584 1 61928 0 1 77457 0 12600 1 63092 1 60060 1 249158 1 786721 0 329848 0 103700 1 0 0 0 0 0 1 D 0 0 0 1 0 0 D 1 0 14 6 16 0 0 0 1 0 1 0 0 0 0 0 1 D 5320 7 7 18 24 3 3 31 4 26 9 13 2 1 17 20 0 0 1 1 0 0 1 0 0 0 0 1 0 D 1 0 1 0 1 A 1 CODE BOOK FOR Vodka Data 2. 3 Brand Name - Name of a brand 4 Brand ID - Unique brand number 5 Year - Year 6 TotalSales - Quantity of 9L cases sold 7 IfDom - Dummy variable taking value 1 if it is a domestic brand and 0 otherwise. 8 Dollar Sales - Dollar sales of 9L cases 9 PricePerUnit - Price of a 9L case (DollarSales/TotalSales) 10 Tierl Dummy variable taking value 1 for Tier 1 brands and 0 otherwise* 11 Tier2 - Dummy variable taking value 1 for Tier2 brands and 0 otherwise** 12 MarketShare - Brand's market share 13 UnitMarketshare - Brand's Unit Market Share 14 RevMarketShare - Brand's Revenue Market Share 15 Relative MarketShare - Brand's unit relative market share 16 UnitHerfindahlIndex - Herfindal index based on Unit Market Share 17 Revenue HerfindahlIndex - Herfindahl index based on Revenue Market Share 18 19 *Tier1 brands are: 20 Chopin, Belvedere, Grey Goose, Level, Ketel One, Absolt, Stolichnaya, Pravda, and Ciroc. 21 22 ** Tier2 brands are: 23 Smirnoff, Sky, Finlandia, Three Olives, Fris, Seagrams, Polar Ice, Van Gogh, Tanqueray, Pearl, Iceburg, and Svedka B F . RevMarket Share M Unit Herfindahlindex N N RevenueHerfindahlindex IfDom Relative MarketShare Tier2 1 1 0 D 0 0 Brandid 15 10 5 11 12 21 8 23 14 6 7 D 0 Unit Market share 0 0 0 0 0 1 0 1 0 0 0 0 0 9524,3 0 0 0 D 0 4 0 13 1 17 2B 15 10 5 D 0 1 0 1 1 0 1 0 0 0 0 A | 1 | BrandName 1 2 Absolut 3 Aristocrat 4 Barton 5 Burnett 6 Crystal Palac 7 Finlandia 8 Fleischmann's 9 Fris 10 Gilbey's 11 Gordon's 12 Kamchatka 13 Popov 14 Skol 15 Smirnoff 16 Stolicnaya 17 Tanqueray 18 Absolut 19 Aristocrat 20 Barton 21 Belvedere 22 Burnett 23 Chopin 24 Crystal Palac 25 Finlandia 26 Fleischmann's 27 Fris 28 Gilbey's 29 Gordon's 30 Grey Goose 31 Kamchatka 32 Ketel One 33 Level 34 McCormick 35 Polarice 36 Popov 37 Pravda 38 Seagram's 39 Skol 40 Sky 41 Smirnoff 42 Stolicnaya 43 Three Olives Year 1997 1997 1997 1997 1997 1997 1997 1997 1997 1997 1997 1997 1997 1997 1997 1997 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 2007 D E TotalSales PricePerUnit 3440 110.8 605 37 1279 35 260 41.45 502 34.1 183 142.3142 595 39 83 114.7506 777 41.88005 1955 48 1080 38.05009 2577 39.25002 924 38 5565 61.57202 1130 115.3 165 113.4321 5013 151.75 720 34.81944 1653 35.5003 410 215.439 735 46.05034 61 250.2623 601 34.09983 362 135.5608 941 39.50053 192 124.0833 553 45.09946 1300 57.3 3325 215.3802 915 38.05027 1858 158.1744 92 202 1795 34.50028 76 70 1764 43.90986 90 140 890 70.88988 1591 37.74984 2390 104.2502 9015 87.268 2185 150.9602 850 122 22 11 25 12 21 8 23 G H DollarSales Tier1 0 381152 1 22385 1 44765 1 1 10777 1 17118.2 0 26043.5 1 23205 0 1 32540.8 1 93840 1 1 41094.1 1 101147.3 1 35112 1 342648.3 0 130289 0 18716.3 0 0 760723 1 25070 1 1 58682 0 88330 1 33847 0 15266 1 20494 0 0 49073 1 37170 0 23824 1 24940 1 74490 0 716139 1 34816 0 293888 0 0 18584 1 61928 0 1 77457 0 12600 1 63092 1 60060 1 249158 1 786721 0 329848 0 103700 1 0 0 0 0 0 1 D 0 0 0 1 0 0 D 1 0 14 6 16 0 0 0 1 0 1 0 0 0 0 0 1 D 5320 7 7 18 24 3 3 31 4 26 9 13 2 1 17 20 0 0 1 1 0 0 1 0 0 0 0 1 0 D 1 0 1 0 1 A 1 CODE BOOK FOR Vodka Data 2. 3 Brand Name - Name of a brand 4 Brand ID - Unique brand number 5 Year - Year 6 TotalSales - Quantity of 9L cases sold 7 IfDom - Dummy variable taking value 1 if it is a domestic brand and 0 otherwise. 8 Dollar Sales - Dollar sales of 9L cases 9 PricePerUnit - Price of a 9L case (DollarSales/TotalSales) 10 Tierl Dummy variable taking value 1 for Tier 1 brands and 0 otherwise* 11 Tier2 - Dummy variable taking value 1 for Tier2 brands and 0 otherwise** 12 MarketShare - Brand's market share 13 UnitMarketshare - Brand's Unit Market Share 14 RevMarketShare - Brand's Revenue Market Share 15 Relative MarketShare - Brand's unit relative market share 16 UnitHerfindahlIndex - Herfindal index based on Unit Market Share 17 Revenue HerfindahlIndex - Herfindahl index based on Revenue Market Share 18 19 *Tier1 brands are: 20 Chopin, Belvedere, Grey Goose, Level, Ketel One, Absolt, Stolichnaya, Pravda, and Ciroc. 21 22 ** Tier2 brands are: 23 Smirnoff, Sky, Finlandia, Three Olives, Fris, Seagrams, Polar Ice, Van Gogh, Tanqueray, Pearl, Iceburg, and Svedka