MARKETING METRICS – PRACTICE PROBLEMS

1. M/s Britannia Industries Ltd is celebrating its 100 th year of operations in

India and is the market leader in India. Compared to 2016-17, it has fared
better in 2017-18. Size of Indian market, market share of major players
and brand names are provided below:

Indian Biscuit Industry

Company Brand 2016-17 2017-18
Market size (Rs crores) 28097 31687
Britannia Britannia 30.4% 30.8%
Industries
Parle Food Parle 28.6% 29.1%
Products
ITC Sunfeast 10.6% 10.2%
Anmol Anmol 4.9% 4.4%
Industries
Surya Food & Priyagold 4.5% 4.6%
Agro
SAJ Industries Bisk 3.1% 3.2%
Farm
Mondelez Oreo 1.4% 1.5%
International
GlaxoSmithKline Horlicks, 0.8% 0.8%
Boost
Others 15.7% 15.4%
Total 100.0% 100.0%

Calculate three-player concentration ratio and HHI. What is your opinion

on the competitiveness of Indian biscuit industry? Has the competitiveness
increased or decreased during 2017-18?

2. Given in the attachment is the data on organized sector grocery retail

market in Mumbai. Based on the data provided, calculate:
a. Market Effectiveness (ME) of retail players for current year and
previous year
b. Which players have recorded highest / least change in ME?

3. Data on two-wheeler sales for two years for a state in India is provided.
Please calculate the following:
a. Calculate overall company-wise market share
b. Calculate segment-wise, company-wise market share
c. What are the top two categories of two wheelers sold in the state?
d. What are the high selling models of two wheelers?
e. Calculate (de) growth rate segment-wise for each company during
2017-18 as compared to 2016-17.
Dr D Sriram ©
4. Calculate Market Penetration, Brand Penetration and Penetration share for
the telecom industry in India. Nowadays, with phones being an essential
service for any household, you may take the entire Indian population as the
target market (Population: 1300 million). You may also assume that there
are 100 million customers with dual sim cards, who may either use more
than one mobile phone or dual sim handsets.

Wireless Wireline Total Revenue

2017-18 (million) Rs Crs
Bharti 304.19 3.93 308.12 53899
Vodafone 222.7 0.22 222.92 32915
Idea 211.21 0 211.21 28127
BSNL 111.68 12.27 123.95 27818
Tata 31.19 0 31.19 3817
Aircel 74.15 0 74.15 10117
Reliance Com 0.19 0.92 1.11 2231
Telenor 37.98 0 37.98 2080
MTNL 3.56 3.34 6.9 4786
Quadrant 0 0.24 0.24 59
Reliance Jio 186.56 0 186.56 31088
Total 1183.41 20.92 1204.33 196936.77

Dr D Sriram ©