STICKJAW CHEWING GUMS

As the Brand Manager in charge of "StickJaw" chewing gums, you have a task
at hand. You have been in charge of the brand for the last ! months and the
"erformance in these ! months has made you contribute signi#cantly to the
sticky eyeball ratings of naukri.com.
$n des"eration, you have consulted your boss, who is famous for his one%
liners. &redictably, he gave you one % "$f you don't get your segmentation
fundas clear, this is what will ha""en".
"StickJaw" is the best (uality chewing gum in the market. All consumer ratings
give it a score that is much higher than that given to com"etitors. $t has a
"rice that is !)* more than its two main com"etitors. $n addition, there are
brands classi#ed as "+thers" whose "rice is half of "StickJaw". ,owever, of
late, the brand "-ud-hew" has made huge inroads into the market share of
"StickJaw".
.ata to hel" you analyse the situation is given in the /0hibits.
/0hibits 1 ! give you the market share data for !22) and !223.
/0hibits 4 1 5 give you the out"ut of the annual study conducted at retail
outlets. 6his study ma"s the transactions conducted at the retail outlet for
chewing gum buyers and classi#es them into one of the categories as
described in the /0hibit. 6his data has been collected from a sam"le si7e
of 2,)22 in !22) and 4,)22 in !223. 6he #gures given alongside each
brand shows the number of transactions that occurred for the brand.
Your assignment:
. 8ndertake a behavioural segmentation e0ercise and identify the various
market segments 9and their relative si7es: in the chewing gum market for
the years !22) 1 !223. ;hat signi#cant changes in segment com"osition
are observed<
!. Ma" the trends in segment%wise market share for the 5 brands in all the
segments from !22) to !223. ;hat signi#cant inferences can be drawn<
4. ;hat signi#cant inferences can be drawn by correlating the segment%wise
market share movements and changes in segment com"osition between
!22) 1 !223<
5. Based on the analysis from Answer 6hree above and using the -osting
techni(ue of =ariance Analysis, what alternatives are available for
"StickJaw"< ;hich of these alternatives would you recommend and why<
-learly su""ort your recommendations from the data analysis of the #rst
three (uestions. So that naukri.com can be ignored for some time.
$f you are making any assum"tions, "lease state them. You may assume that
the sam"le chosen for the ma""ing of transactions at the retail outlet is
re"resentative of the universe and is statistically signi#cant.
Best of >uck?
Exhibit
Mar!et Share "#$$%&
'ran()*one A++ In(ia
Stick@aw 4A.5*
-ud-hew 45.AB*
Stick/m8" !5.55*
+thers !.))*

Exhibit #
Mar!et Share "#$$,&
'ran()*one A++ In(ia
Stick@aw 4!.3B*
-ud-hew 4B.B4*
Stick/m8" !3.!*
+thers 4.5A*
Exhibit -
Transa.tions at /etai+ 0ut+ets
"#$$%&
Transa.tion
1 Consumer Consumer Consumer Consumer
as!s 2or a
ta!es
bran( as!s 2or a
s3e.i4es a
3ri.e
bran( an( gi5en b6 bran( 7hi.h an( ta!es a
ta!es it
sho3!ee3
er
is out o2
sto.!
bran(
7ithin
'ran(
8 (oes not
bu6
the 3ri.e
+imit
Stick@aw !,BB B5C A)2 !!C
-ud-hew 352 !,B2C C 42)
Stick/m8" 2 !,!44 ) 4!B
+thers B2 2 A3

Exhibit 9
Transa.tions at /etai+ 0ut+ets
"#$$,&
Transa.tion
1 Consumer Consumer Consumer Consumer
as!s 2or a
ta!es
bran( as!s 2or a
s3e.i4es a
3ri.e
bran( an( gi5en b6 bran( 7hi.h an( ta!es a
ta!es it
sho3!ee3
er
is out o2
sto.!
bran(
7ithin
'ran(
8 (oes not
bu6
the 3ri.e
+imit
Stick@aw !,A2! B! )C2 42)
-ud-hew 5!2 5,!3 !B 54!
Stick/m8" 2 4,233 C 552
+thers A 2A 2 4))