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MM Title Merged
MM Title Merged
About Nexcare -
Nexcare is 3M's personal health care brand. The brand competes with Johnson
& Johnson's Band-Aid brand in the adhesive bandage and first aid market. The
brand also sells similar products such as bandages, gauze, surgical tape, cold
sore treatment and liquid bandage products.
The Nexcare brand was created to unify the variety of superior 3M health care
and skin care products in the retail marketplace around the world. It reflects the
3M tradition of creating innovative, quality products that feature ultimate
comfort combined with high quality materials. Our promise to the consumer is
Ultimate Skin Healing Performance for Everyday Life
The brand has used a mascot called "Nexcare Nana", an elderly stunt woman, to
demonstrate the durability of the products. Since 2017, they are an official
supplier of USA Swimming. In 2018, as part of an ad campaign for the brand
called "Tough Love" intended to prompt parents not to be over-cautious about
their children's play, 3M signed American Ninja Warrior contestant Jessie Graf
as a spokeswoman. The brand is also a sponsor of the American Red Cross's
observation of World Donor Day to encourage blood donation.
➢ Relative market share -
Purpose - To assess a firm’s or a brand’s success and its position in the market
Relative market share is a marketing metric used to compare the firm’s market
share to the largest competitor in the market. When calculating relative market
share, the market leader’s market share is used as the benchmark.
➢ Market penetration -
Market penetration for a good or service indicates potential for increased sales.
In other words, the smaller a product's market penetration, the more a company
should invest in its market penetration strategy for marketing that item. For this
reason, high market penetration indicates that a product has become established
and the company is a market leader.
➢ Brand penetration -
Trial Rate (%) = First-time Triers in Period t (#) Total Population (#)
First-time Triers in Period t (#) = Total Population (#) * Trial Rate (%)
Penetration t (#) = [Penetration in t-1 (#) * Repeat Rate Period t (%)] + First-
time Triers in Period t (#)
➢ Repeat Volume
This sales metric helps determine the number of sales that are resulted from
repeat purchases – basically, the number of times the same customer has bought
your products/ services.
The Repeat Purchase Volume is usually investigated by the sales manager, who
will communicate the information to the management teams
Repeat Volume (#) = Repeat Buyers (#) * Repeat Unit Volume per Customer
(#) * Repeat Occasions (#)
When the industry and markets are growing, a company that does not "grow"
may be at risk of losing out to competition, losing customer confidence, and
losing investor confidence.
The multi-period growth metric Cumulative average growth rate CAGR, for
instance, often appears in the financial sections of company "Annual Reports."
Companies often use CAGR to summarize 5- or 10-year growth rates of sales
revenues and profit.
The CAGR is a constant year-on-year growth rate applied over a period of time.
Given starting and ending values, and the length of the period involved, it can
be calculated as follows:
Importance/Purpose-
It would help in evaluating how different investments have performed over time in
Nexcare. The marketing strategist can compare the CAGR to evaluate how well one
stock performed against other stocks in a peer group or against a market index. The
CAGR can also be used to compare the historical returns of stocks to bonds or a
savings account.
BAV is important for not only increase market share along with increasing its
valuation in the marketplace.
at risk.
➢ Customer profit
Customer Profitability: The difference between the revenues earned from and
the costs associated with the customer relationship during a specified period.
➢ Customer lifetimevalue
(CP) is the difference between the revenues and the costs associated with the
customerrelationship during a specified period. The central difference between
CP and customer lifetime value (CLV) is that CP measures the past and CLV
looks forward. As such, CLV can be more useful in shaping managers’
decisions but is much more difficult toquantify. Quantifying CP is a matter of
carefully reporting and summarizing the results of past activity, whereas
quantifying CLV involves forecasting future activity.
Purpose: To assess the actual price paid for a product, in comparison with the
list price.
In pricing, the bad news is that marketers can find it difficult to determine the
right list price for a product. The good news is that few customers will actually
pay that price anyway. Indeed, a product’s net price—the price actually paid by
customers—often falls between 53% and 94% of its base price.
Net Price ($) = List Price ($) – [Discount A ($) * Proportion of Purchases on
which Discount A is Taken (%)] – [Discount B ($) * Proportion of
Purchases on which Discount B is Taken (%)] and so on . .
Waterfall (%) = Net Price per Unit ($)/List Price per Unit ($)