SUMMARY OUTPUT

Regression Statistics
Multiple R 0.956909
R Square 0.915674
Adjusted R 0.911721
Standard E 0.182299
Observatio 202

ANOVA
df SS MS F Significance F
Regression 9 69.28631 7.698479 231.6533 4.648E-98
Residual 192 6.38069 0.033233
Total 201 75.667

Coefficients
Standard Error t Stat P-value Lower 95%Upper 95%Lower 95.0%
Upper 95.0%
Intercept 9.470555 0.623693 15.18464 9.994E-35 8.240385 10.70073 8.240385 10.70073
% ACV, Dis 0.001041 0.000697 1.492763 0.137141 -0.000334 0.002417 -0.000334 0.002417
% ACV, Fea 0.0014 0.000787 1.779669 0.076712 -0.000152 0.002951 -0.000152 0.002951
% ACV, Fea 0.004931 0.001068 4.614896 7.18E-06 0.002823 0.007038 0.002823 0.007038
Total Point 0.000293 5.049E-05 5.802616 2.656E-08 0.000193 0.000393 0.000193 0.000393
% ACV, TPR9.064E-06 0.000498 0.018209 0.985491 -0.000973 0.000991 -0.000973 0.000991
Baseline P 12.31602 3.165445 3.890772 0.000138 6.072512 18.55954 6.072512 18.55954
Avg Price -1.282344 0.426752 -3.004897 0.003011 -2.124067 -0.440621 -2.124067 -0.440621
ln (Base pr -31.44542 8.370733 -3.756591 0.000228 -47.95582 -14.93501 -47.95582 -14.93501
ln(Avg pric 0.839164 0.849784 0.987503 0.324639 -0.836946 2.515275 -0.836946 2.515275

RESIDUAL OUTPUT

ObservatioPredicted lResiduals
1 11.18251 0.138312
2 10.21494 -0.292434
3 10.19662 -0.252326
4 11.88585 0.259086
5 10.95489 -0.070078
6 10.08656 -0.165868
7 10.0098 -0.221726
8 10.30936 0.179987
9 11.3717 0.363073
10 10.32357 -0.078458
11 11.90796 -0.011852
12 10.16171 -0.115201
13 10.3274 0.101649
14 12.0092 0.097259
15 10.34238 -0.202284
16 10.06418 -0.156203
17 10.05987 -0.155431
18 10.06018 -0.120699
19 10.28615 -0.15389
20 11.99832 0.046352
21 10.34781 -0.212092
22 11.83973 0.061937
23 10.14372 -0.289875
24 10.4607 -0.089144
25 11.33605 -0.226647
26 10.49415 -0.110084
27 10.29546 -0.177345
28 11.35763 0.188584
29 10.35155 -0.132381
30 10.36275 -0.278982
31 11.62598 -0.11033
32 10.30668 -0.016773
33 10.08429 -0.17552
34 10.15119 -0.133352
35 10.24751 0.074395
36 11.60725 0.014705
37 10.23863 0.003286
38 10.05572 -0.255189
39 10.08208 -0.203277
40 10.05575 -0.074142
41 10.24276 0.193984
42 11.50682 0.097663
43 10.22359 0.03009
44 10.09875 0.035625
45 11.84326 0.112734
46 10.18354 0.087243
47 10.00373 -0.03977
48 10.05586 0.192748
49 11.26122 0.182527
50 10.04068 -0.049735
51 11.58464 -0.330197
52 10.07729 0.203748
53 11.29312 0.160427
54 9.968289 -0.030883
55 10.00663 -0.105394
56 11.80278 0.199903
57 10.1211 0.205427
58 9.987051 0.021337
 59 10.06054 0.032572
60 11.71316 -0.164483
61 10.16378 0.143336
62 10.04999 0.16234
63 10.0239 0.165709
64 10.21328 0.287011
65 11.4338 0.369752
66 11.41348 0.269515
67 10.17762 0.008037
68 10.11481 0.181431
69 11.40658 0.019407
70 10.15096 0.083845
71 11.43481 0.151851
72 10.16209 0.093196
73 11.00114 0.222657
74 10.08493 -0.069136
75 10.11882 -0.100171
76 10.9484 0.09646
77 10.32405 -0.111831
78 9.835181 0.108008
79 9.885948 0.266155
80 11.24527 0.280843
81 10.07484 0.087931
82 10.04681 -0.147636
83 11.68787 -0.245633
84 10.31654 0.011433
85 10.2997 -0.010679
86 11.47203 0.199371
87 10.29961 0.062439
88 10.18104 0.032099
89 10.2753 -0.173537
90 10.14549 -0.040626
91 10.41634 -0.109506
92 10.1691 0.084435
93 10.25064 0.275514
94 11.48127 -0.236228
95 11.38723 0.263293
96 10.35413 -0.100232
97 10.48983 -0.166618
98 11.75784 -0.105599
99 11.63033 -0.410553
100 10.33606 0.018057
101 11.49812 -0.347168
102 10.19181 -0.119217
103 11.52115 -0.238957
104 10.167 0.028037
105 10.21857 0.14579
106 11.12183 -0.114229
107 10.17268 -0.34047
108 11.41331 -0.237957
109 10.15982 0.115097
110 10.13787 0.078746
111 10.21376 0.094995
112 11.41949 0.298141
113 10.21838 0.210239
114 11.28697 -0.187011
115 11.23233 0.251153
116 10.20156 -0.021595
117 10.35506 0.089143
118 10.98326 0.097112
119 10.22195 0.159645
120 10.19197 -0.198729
121 11.47638 -0.2617
122 10.26127 -0.002702
123 10.26411 0.057331
124 11.03114 0.125326
125 10.20097 0.028577
126 11.386 -0.306945
127 10.17055 -0.010339
128 10.13451 -0.051037
129 10.85544 0.157066
130 10.36287 -0.112496
131 10.27669 -0.117748
132 10.2065 -0.15757
133 11.11927 -0.031425
134 10.27638 -0.098487
135 11.06856 -0.005417
136 10.79539 -0.387768
137 10.31344 -0.05525
138 10.38181 -0.134484
139 11.14643 0.129949
140 11.76727 -0.536108
141 10.28671 -0.173452
142 10.22705 -0.199447
143 10.27138 -0.16218
144 10.64938 -0.11992
145 10.71386 -0.04782
146 11.46058 -0.132936
147 10.24714 -0.173953
148 10.28359 -0.138167
149 10.35473 -0.157031
150 11.53907 -0.010641
151 11.02676 0.119731
152 11.42793 0.077994
153 11.02979 0.194257
154 11.3365 -0.401985
155 10.48961 -0.057911
156 11.13461 -0.242051
157 10.27648 -0.083159
158 10.42823 -0.045558
159 10.87813 -0.569142
160 11.55248 -0.080283
161 11.63357 0.035457
162 10.95463 -0.286136
163 10.18966 0.01958
164 10.33929 0.277076
165 10.99237 0.176625
166 10.0192 0.150717
167 10.6886 -0.176627
168 11.21212 0.085603
169 10.26908 0.063747
170 10.39888 0.292674
171 10.94753 0.08521
172 10.47538 0.043967
173 10.54449 0.10663
174 10.90277 0.11203
175 10.24303 -0.004932
176 11.41887 0.01216
177 10.27746 0.177961
178 11.43577 0.112545
179 10.414 0.173241
180 10.30248 0.28191
181 11.65959 -0.123036
182 10.81923 0.373122
183 11.15079 0.246016
184 10.41379 0.231231
185 10.20309 0.073207
186 10.72775 -0.049332
187 11.29537 0.077819
188 10.13831 0.148741
189 11.2708 -0.014717
190 10.36748 0.16531
191 11.33911 0.18794
192 10.09388 0.17278
193 10.0781 0.20214
194 10.06861 0.093686
195 10.64763 -0.033173
196 11.15407 0.1516
197 10.09239 0.149468
198 10.68681 0.093754
199 10.12089 0.089346
200 11.39112 0.287747
201 10.1507 0.040916
202 10.15864 0.109361
Base price Elasticity -31.44542
Promotion price elasticity 0.839164
Observations Date Volume Sales % ACV, Display Only % ACV, Feature Only
1 1 Week Ending Dec 18, 2005 82,522 79.65 100.00
2 1 Week Ending Dec 25, 2005 20,384 17.93 0.00
3 1 Week Ending Jan 1, 2006 20,833 6.43 0.00
4 1 Week Ending Jan 8, 2006 188,138 67.08 100.00
5 1 Week Ending Jan 15, 2006 53,360 6.46 0.00
6 1 Week Ending Jan 22, 2006 20,347 6.52 0.00
7 1 Week Ending Jan 29, 2006 17,820 0.00 0.00
8 1 Week Ending Feb 5, 2006 35,931 12.90 0.00
9 1 Week Ending Feb 12, 2006 124,838 72.44 100.00
10 1 Week Ending Feb 19, 2006 28,145 28.21 0.00
11 1 Week Ending Feb 26, 2006 146,694 8.06 100.00
12 1 Week Ending Mar 5, 2006 23,075 0.00 0.00
13 1 Week Ending Mar 12, 2006 33,828 0.00 0.00
14 1 Week Ending Mar 19, 2006 181,038 95.55 100.00
15 1 Week Ending Mar 26, 2006 25,339 39.69 0.00
16 1 Week Ending Apr 2, 2006 20,090 6.32 0.00
17 1 Week Ending Apr 9, 2006 20,019 0.00 0.00
18 1 Week Ending Apr 16, 2006 20,733 0.00 0.00
19 1 Week Ending Apr 23, 2006 25,141 0.00 0.00
20 1 Week Ending Apr 30, 2006 170,190 81.28 100.00
21 1 Week Ending May 7, 2006 25,228 35.14 0.00
22 1 Week Ending May 14, 2006 147,512 13.87 100.00
23 1 Week Ending May 21, 2006 19,031 27.99 0.00
24 1 Week Ending May 28, 2006 31,938 10.33 0.00
25 1 Week Ending Jun 4, 2006 66,796 0.00 100.00
26 1 Week Ending Jun 11, 2006 32,340 47.20 0.00
27 1 Week Ending Jun 18, 2006 24,788 6.03 0.00
28 1 Week Ending Jun 25, 2006 103,385 88.68 100.00
29 1 Week Ending Jul 2, 2006 27,424 47.10 0.00
30 1 Week Ending Jul 9, 2006 23,951 34.86 0.00
31 1 Week Ending Jul 16, 2006 100,273 97.07 100.00
32 1 Week Ending Jul 23, 2006 29,434 51.88 0.00
33 1 Week Ending Jul 30, 2006 20,106 11.51 0.00
34 1 Week Ending Aug 6, 2006 22,423 4.74 0.00
35 1 Week Ending Aug 13, 2006 30,391 0.00 0.00
36 1 Week Ending Aug 20, 2006 111,519 97.19 100.00
37 1 Week Ending Aug 27, 2006 28,055 34.29 0.00
38 1 Week Ending Sep 3, 2006 18,043 5.89 0.00
39 1 Week Ending Sep 10, 2006 19,512 0.00 0.00
40 1 Week Ending Sep 17, 2006 21,625 0.00 0.00
41 1 Week Ending Sep 24, 2006 34,090 0.00 0.00
42 1 Week Ending Oct 1, 2006 109,588 87.33 100.00
43 1 Week Ending Oct 8, 2006 28,387 23.27 0.00
44 1 Week Ending Oct 15, 2006 25,194 16.99 0.00
45 1 Week Ending Oct 22, 2006 155,749 56.33 100.00
46 1 Week Ending Oct 29, 2006 28,876 20.88 0.00
47 1 Week Ending Nov 5, 2006 21,247 0.00 0.00
48 1 Week Ending Nov 12, 2006 28,243 0.00 0.00
49 1 Week Ending Nov 19, 2006 93,316 5.27 100.00
50 1 Week Ending Nov 26, 2006 21,828 13.29 0.00
51 1 Week Ending Dec 3, 2006 77,222 71.10 99.90
52 1 Week Ending Dec 10, 2006 29,174 13.66 0.00
53 1 Week Ending Dec 17, 2006 94,235 0.00 99.90
54 1 Week Ending Dec 24, 2006 20,690 0.00 0.00
55 1 Week Ending Dec 31, 2006 19,955 7.45 0.00
56 1 Week Ending Jan 7, 2007 163,192 63.85 99.90
57 1 Week Ending Jan 14, 2007 30,532 20.28 0.00
58 1 Week Ending Jan 21, 2007 22,212 5.70 0.00
59 1 Week Ending Jan 28, 2007 24,176 0.00 0.00
60 1 Week Ending Feb 4, 2007 103,640 66.05 96.09
61 1 Week Ending Feb 11, 2007 29,945 26.94 0.00
62 1 Week Ending Feb 18, 2007 27,237 9.38 0.00
63 1 Week Ending Feb 25, 2007 26,625 0.00 0.00
64 1 Week Ending Mar 4, 2007 36,326 0.00 0.00
65 1 Week Ending Mar 11, 2007 133,727 47.40 99.91
66 1 Week Ending Mar 18, 2007 118,539 6.02 99.91
67 1 Week Ending Mar 25, 2007 26,520 6.02 0.00
68 1 Week Ending Apr 1, 2007 29,621 9.29 0.00
69 1 Week Ending Apr 8, 2007 91,673 37.69 96.79
70 1 Week Ending Apr 15, 2007 27,856 3.43 0.00
71 1 Week Ending Apr 22, 2007 107,652 12.60 99.91
72 1 Week Ending Apr 29, 2007 28,433 19.28 0.00
73 1 Week Ending May 6, 2007 74,892 0.00 99.91
74 1 Week Ending May 13, 2007 22,377 0.00 0.00
75 1 Week Ending May 20, 2007 22,441 7.60 0.00
76 1 Week Ending May 27, 2007 62,621 16.84 99.90
77 1 Week Ending Jun 3, 2007 27,234 43.89 0.00
78 1 Week Ending Jun 10, 2007 20,810 4.98 0.00
79 1 Week Ending Jun 17, 2007 25,645 15.49 0.00
80 1 Week Ending Jun 24, 2007 101,327 0.00 99.90
81 1 Week Ending Jul 1, 2007 25,920 28.43 0.00
82 1 Week Ending Jul 8, 2007 19,914 12.08 0.00
83 1 Week Ending Jul 15, 2007 93,175 57.13 99.90
84 1 Week Ending Jul 22, 2007 30,576 33.93 0.00
85 1 Week Ending Jul 29, 2007 29,408 41.51 0.00
86 1 Week Ending Aug 5, 2007 117,172 0.00 99.91
87 1 Week Ending Aug 12, 2007 31,636 28.98 0.00
88 1 Week Ending Aug 19, 2007 27,259 0.00 0.00
89 1 Week Ending Aug 26, 2007 24,386 0.00 88.69
 90 1 Week Ending Sep 2, 2007 24,462 0.00 0.00
91 1 Week Ending Sep 9, 2007 29,936 0.00 99.91
92 1 Week Ending Sep 16, 2007 28,383 16.08 0.00
93 1 Week Ending Sep 23, 2007 37,278 38.28 0.00
94 1 Week Ending Sep 30, 2007 76,500 27.09 99.91
95 1 Week Ending Oct 7, 2007 114,751 12.46 95.04
96 1 Week Ending Oct 14, 2007 28,393 0.00 0.00
97 1 Week Ending Oct 21, 2007 30,431 0.00 0.00
98 1 Week Ending Oct 28, 2007 114,949 0.00 99.90
99 1 Week Ending Nov 4, 2007 74,591 0.00 99.90
100 1 Week Ending Nov 11, 2007 31,386 22.80 0.00
101 1 Week Ending Nov 18, 2007 69,630 0.00 99.90
102 1 Week Ending Nov 25, 2007 23,685 22.91 0.00
103 1 Week Ending Dec 2, 2007 79,395 0.00 99.90
104 1 Week Ending Dec 9, 2007 26,770 13.53 0.00
105 1 Week Ending Dec 16, 2007 31,709 0.00 0.00
106 1 Week Ending Dec 23, 2007 60,331 0.00 99.90
107 1 Week Ending Dec 30, 2007 18,624 11.71 0.00
108 1 Week Ending Jan 6, 2008 71,350 14.24 99.89
109 1 Week Ending Jan 13, 2008 28,996 12.85 0.00
110 1 Week Ending Jan 20, 2008 27,354 6.94 0.00
111 1 Week Ending Jan 27, 2008 29,994 0.00 0.00
112 1 Week Ending Feb 3, 2008 122,716 75.27 99.90
113 1 Week Ending Feb 10, 2008 33,814 11.63 0.00
114 1 Week Ending Feb 17, 2008 66,169 6.94 99.90
115 1 Week Ending Feb 24, 2008 97,098 28.62 99.91
116 1 Week Ending Mar 2, 2008 26,370 7.53 0.00
117 1 Week Ending Mar 9, 2008 34,345 7.45 0.00
118 1 Week Ending Mar 16, 2008 64,885 5.07 99.91
119 1 Week Ending Mar 23, 2008 32,260 4.89 0.00
120 1 Week Ending Mar 30, 2008 21,878 0.00 0.00
121 1 Week Ending Apr 6, 2008 74,212 0.00 99.91
122 1 Week Ending Apr 13, 2008 28,526 0.00 0.00
123 1 Week Ending Apr 20, 2008 30,377 0.00 0.00
124 1 Week Ending Apr 27, 2008 70,015 0.00 99.91
125 1 Week Ending May 4, 2008 27,710 8.19 0.00
126 1 Week Ending May 11, 2008 64,800 13.53 99.91
127 1 Week Ending May 18, 2008 25,854 7.03 0.00
128 1 Week Ending May 25, 2008 23,944 12.07 0.00
129 1 Week Ending Jun 1, 2008 60,628 12.31 99.91
130 1 Week Ending Jun 8, 2008 28,293 13.85 0.00
131 1 Week Ending Jun 15, 2008 25,821 40.78 0.00
132 1 Week Ending Jun 22, 2008 23,131 49.34 0.00
133 1 Week Ending Jun 29, 2008 65,372 48.35 99.91
134 1 Week Ending Jul 6, 2008 26,315 53.07 0.00
135 1 Week Ending Jul 13, 2008 63,777 58.47 99.91
136 1 Week Ending Jul 20, 2008 33,111 40.55 99.91
137 1 Week Ending Jul 27, 2008 28,515 67.44 0.00
138 1 Week Ending Aug 3, 2008 28,207 63.74 0.00
139 1 Week Ending Aug 10, 2008 78,935 16.63 99.92
140 1 Week Ending Aug 17, 2008 75,445 19.81 99.92
141 1 Week Ending Aug 24, 2008 24,668 12.32 0.00
142 1 Week Ending Aug 31, 2008 22,643 0.00 0.00
143 1 Week Ending Sep 7, 2008 24,568 6.66 0.00
144 1 Week Ending Sep 14, 2008 37,401 4.23 0.00
145 1 Week Ending Sep 21, 2008 42,875 4.25 0.00
146 1 Week Ending Sep 28, 2008 83,087 5.54 99.91
147 1 Week Ending Oct 5, 2008 23,699 7.94 0.00
148 1 Week Ending Oct 12, 2008 25,474 7.86 0.00
149 1 Week Ending Oct 19, 2008 26,841 0.00 0.00
150 1 Week Ending Oct 26, 2008 101,562 21.67 99.91
151 1 Week Ending Nov 2, 2008 69,320 40.02 0.00
152 1 Week Ending Nov 9, 2008 99,302 15.51 99.91
153 1 Week Ending Nov 16, 2008 74,910 26.80 0.00
154 1 Week Ending Nov 23, 2008 56,079 14.75 99.91
155 1 Week Ending Nov 30, 2008 33,918 7.98 0.00
156 1 Week Ending Dec 7, 2008 53,775 7.67 99.91
157 1 Week Ending Dec 14, 2008 26,724 19.28 0.00
158 1 Week Ending Dec 21, 2008 32,295 14.00 0.00
159 1 Week Ending Dec 28, 2008 30,001 47.16 99.91
160 1 Week Ending Jan 4, 2009 96,009 17.96 96.61
161 1 Week Ending Jan 11, 2009 116,895 0.00 99.91
162 1 Week Ending Jan 18, 2009 42,980 8.69 0.00
163 1 Week Ending Jan 25, 2009 27,153 0.00 0.00
164 1 Week Ending Feb 1, 2009 40,797 0.00 0.00
165 1 Week Ending Feb 8, 2009 70,898 0.00 99.92
166 1 Week Ending Feb 15, 2009 26,106 7.91 0.00
167 1 Week Ending Feb 22, 2009 36,753 22.59 99.92
168 1 Week Ending Mar 1, 2009 80,638 8.62 99.92
169 1 Week Ending Mar 8, 2009 30,725 7.83 0.00
170 1 Week Ending Mar 15, 2009 43,983 7.85 0.00
171 1 Week Ending Mar 22, 2009 61,867 13.18 99.92
172 1 Week Ending Mar 29, 2009 37,025 13.16 0.00
173 1 Week Ending Apr 5, 2009 42,240 27.83 0.00
174 1 Week Ending Apr 12, 2009 60,767 5.28 99.92
175 1 Week Ending Apr 19, 2009 27,948 13.21 0.00
176 1 Week Ending Apr 26, 2009 92,137 19.22 99.92
177 1 Week Ending May 3, 2009 34,732 13.18 0.00
178 1 Week Ending May 10, 2009 103,602 10.62 99.92
179 1 Week Ending May 17, 2009 39,626 13.16 0.00
180 1 Week Ending May 24, 2009 39,513 7.85 0.00
181 1 Week Ending May 31, 2009 102,391 78.68 99.92
182 1 Week Ending Jun 7, 2009 72,573 31.67 0.00
183 1 Week Ending Jun 14, 2009 89,037 2.43 99.91
184 1 Week Ending Jun 21, 2009 41,983 5.44 0.00
185 1 Week Ending Jun 28, 2009 29,036 5.47 0.00
186 1 Week Ending Jul 5, 2009 43,409 14.93 99.92
187 1 Week Ending Jul 12, 2009 86,959 12.08 99.92
188 1 Week Ending Jul 19, 2009 29,350 4.07 0.00
189 1 Week Ending Jul 26, 2009 77,349 11.53 99.92
190 1 Week Ending Aug 2, 2009 37,526 8.75 0.00
191 1 Week Ending Aug 9, 2009 101,423 0.00 99.92
192 1 Week Ending Aug 16, 2009 28,758 7.96 0.00
193 1 Week Ending Aug 23, 2009 29,151 0.00 0.00
194 1 Week Ending Aug 30, 2009 25,908 0.00 0.00
195 1 Week Ending Sep 6, 2009 40,719 0.00 99.92
196 1 Week Ending Sep 13, 2009 81,282 12.14 99.92
197 1 Week Ending Sep 20, 2009 28,053 4.67 0.00
198 1 Week Ending Sep 27, 2009 48,077 0.00 99.92
199 1 Week Ending Oct 4, 2009 27,180 0.00 0.00
200 1 Week Ending Oct 11, 2009 118,051 2.62 99.92
201 1 Week Ending Oct 18, 2009 26,679 6.23 0.00
202 1 Week Ending Oct 25, 2009 28,796 0.00 0.00
% ACV, Feature & Display Total Points of Dist % ACV, TPR Only Baseline Price Per Volume
37.74 4,441.50 100.00 2.53
0.00 4,014.56 100.00 2.58
0.00 3,990.52 100.00 2.58
80.12 4,488.51 100.00 2.54
0.00 4,467.07 100.00 2.47
0.00 4,025.70 79.09 2.63
0.00 3,881.15 48.67 2.67
0.00 4,273.29 100.00 2.54
72.44 4,472.99 100.00 2.45
0.00 4,276.53 100.00 2.51
88.24 4,542.18 24.99 2.57
0.00 4,170.52 100.00 2.61
0.00 4,413.27 100.00 2.54
88.22 4,698.30 100.00 2.56
0.00 4,303.19 100.00 2.54
0.00 4,113.23 17.41 2.67
0.00 4,132.62 46.30 2.68
0.00 4,110.35 35.37 2.69
0.00 4,274.87 100.00 2.63
85.61 4,672.20 100.00 2.65
0.00 4,343.00 100.00 2.66
71.30 4,373.43 10.66 2.63
0.00 4,040.20 100.00 2.67
0.00 4,324.82 100.00 2.63
91.96 4,553.01 10.40 2.57
0.00 4,339.04 100.00 2.63
0.00 4,261.20 100.00 2.63
51.83 4,677.22 100.00 2.51
0.00 4,329.74 100.00 2.58
0.00 4,212.28 100.00 2.60
97.07 4,627.75 91.96 2.43
0.00 4,270.37 100.00 2.58
0.00 3,976.34 91.47 2.71
0.00 4,031.32 84.47 2.70
0.00 4,301.28 100.00 2.58
9.26 4,670.59 100.00 2.14
0.00 4,197.19 83.52 2.67
0.00 3,897.29 29.62 2.80
0.00 3,970.63 39.42 2.81
0.00 3,973.06 38.85 2.78
0.00 4,229.33 100.00 2.68
92.38 4,486.56 70.00 2.66
0.00 4,144.25 100.00 2.68
0.00 4,063.41 73.70 2.66
78.43 4,439.09 93.68 2.70
0.00 4,132.42 90.77 2.67
0.00 3,911.64 0.00 2.80
0.00 4,038.98 50.68 2.70
78.81 4,331.91 12.12 2.67
0.00 3,847.09 91.98 2.72
75.62 4,017.39 85.50 2.76
0.00 4,002.33 99.90 2.67
91.35 4,253.69 18.94 2.66
0.00 3,799.98 66.17 2.72
0.00 3,724.35 83.79 2.70
88.51 4,335.39 99.90 2.67
0.00 3,982.49 83.64 2.71
0.00 3,815.86 18.04 2.85
0.00 3,883.95 72.85 2.84
81.92 4,123.40 99.90 2.84
0.00 3,941.47 74.44 2.84
0.00 3,902.81 36.84 2.84
0.00 3,883.96 28.69 2.83
0.00 4,027.33 99.91 2.80
83.33 4,261.11 99.91 2.77
92.95 4,252.22 94.07 2.75
0.00 3,925.16 99.91 2.84
0.00 3,910.58 80.84 2.78
45.72 4,065.94 99.91 2.79
0.00 3,923.86 99.91 2.76
96.70 4,230.52 16.10 2.80
0.00 3,966.19 99.91 2.81
13.93 4,177.25 32.96 2.80
0.00 3,761.54 93.81 2.84
0.00 3,723.42 93.83 2.87
90.27 4,029.16 99.90 2.78
0.00 3,601.71 90.58 2.85
0.00 3,101.01 70.51 2.81
0.00 3,269.77 92.47 2.78
78.64 4,285.73 0.00 2.67
0.00 3,928.59 87.56 2.78
0.00 3,716.79 96.27 2.85
65.77 4,204.70 99.90 2.83
0.00 4,314.11 99.90 2.82
0.00 4,357.67 99.90 2.84
78.18 4,664.02 29.42 2.80
0.00 4,345.89 99.91 2.83
0.00 4,221.37 65.89 2.87
0.00 4,175.45 71.32 2.86
 0.00 4,156.04 62.98 2.86
11.02 4,320.93 72.86 2.86
0.00 4,263.72 97.55 2.83
0.00 4,343.49 99.91 2.81
73.49 4,581.89 99.91 2.80
58.98 4,723.70 99.91 2.76
0.00 4,143.45 99.90 2.87
0.00 4,232.19 99.90 2.87
81.78 4,548.01 86.73 2.81
83.50 4,393.20 97.27 2.81
0.00 4,175.79 95.22 2.85
68.40 4,205.94 82.54 2.77
0.00 4,008.35 99.90 2.73
78.12 4,384.78 94.91 2.72
0.00 4,121.14 85.85 2.74
0.00 4,308.47 99.90 2.73
54.38 4,367.68 80.15 2.71
0.00 3,820.56 99.89 2.70
81.52 4,307.88 80.49 2.71
0.00 4,237.20 72.24 2.78
0.00 4,171.54 66.34 2.76
0.00 4,271.09 85.56 2.73
64.93 4,820.93 99.90 2.68
0.00 4,584.00 82.01 2.78
66.38 4,640.67 58.24 2.70
77.74 4,840.24 61.01 2.63
0.00 4,376.00 47.04 2.89
0.00 4,614.02 99.91 2.75
38.29 4,824.37 94.17 2.69
0.00 4,253.71 90.72 2.73
0.00 4,218.47 94.07 2.73
88.96 4,604.29 71.00 2.72
0.00 4,433.15 94.11 2.72
0.00 4,510.00 96.60 2.72
87.23 4,739.89 46.78 2.70
0.00 4,393.19 67.26 2.70
83.36 4,546.19 36.10 2.66
0.00 4,264.74 54.08 2.68
0.00 4,227.71 38.40 2.66
43.13 4,783.64 99.91 2.66
0.00 4,517.34 99.91 2.66
0.00 4,377.01 88.42 2.64
0.00 4,205.67 84.46 2.63
88.58 4,816.55 15.78 2.64
0.00 4,393.78 45.12 2.61
72.43 4,902.30 28.16 2.59
73.57 4,542.13 59.11 2.61
0.00 4,516.88 62.68 2.61
0.00 4,743.70 49.60 2.59
82.65 5,176.49 40.53 2.57
87.52 4,900.72 52.83 2.56
0.00 4,636.40 84.15 2.61
0.00 4,490.63 61.61 2.62
0.00 4,597.95 43.90 2.61
0.00 4,770.27 99.92 2.57
0.00 4,789.50 99.92 2.57
79.03 4,861.95 29.67 2.57
0.00 4,537.52 69.10 2.60
0.00 4,582.40 18.08 2.60
0.00 4,611.65 91.33 2.62
74.84 5,235.98 86.07 2.58
0.00 5,158.55 99.91 2.59
76.65 5,222.87 86.17 2.59
0.00 5,201.23 99.91 2.60
55.98 4,824.61 39.64 2.57
0.00 4,779.32 99.91 2.58
87.21 5,049.44 20.82 2.59
0.00 4,601.63 48.27 2.62
0.00 4,801.41 99.91 2.55
52.91 4,626.26 99.91 2.57
86.23 5,181.45 28.77 2.58
96.68 5,217.32 15.62 2.57
0.00 4,774.08 99.91 2.60
0.00 4,100.81 86.47 2.66
0.00 4,147.55 99.91 2.57
84.63 4,292.99 84.76 2.56
0.00 3,855.41 50.81 2.63
43.28 4,466.06 13.97 2.60
81.56 4,685.84 89.60 2.58
0.00 4,360.17 97.58 2.65
0.00 4,525.63 99.92 2.64
87.00 4,516.47 95.13 2.62
0.00 4,443.31 99.92 2.64
0.00 4,495.08 99.92 2.65
46.76 4,600.45 99.92 2.62
0.00 4,309.75 36.14 2.62
91.86 4,721.59 96.70 2.58
0.00 4,465.23 46.00 2.57
82.58 4,746.87 96.68 2.51
0.00 4,470.76 99.92 2.56
 0.00 4,435.09 75.59 2.54
87.45 4,900.68 99.92 2.50
0.00 4,656.67 99.92 2.57
33.45 4,682.73 99.91 2.52
0.00 4,445.36 99.92 2.58
0.00 4,373.16 78.46 2.65
51.37 4,301.42 49.27 2.62
91.65 4,443.84 41.08 2.65
0.00 4,236.25 61.85 2.67
77.07 4,336.48 96.40 2.63
0.00 4,160.80 99.92 2.63
83.23 4,394.78 4.19 2.64
0.00 4,115.92 24.23 2.64
0.00 4,072.89 3.22 2.66
0.00 4,031.25 12.69 2.66
64.84 4,151.88 12.42 2.61
71.76 4,321.82 14.97 2.65
0.00 4,096.65 18.23 2.67
6.58 4,308.17 99.92 2.66
0.00 4,234.79 8.15 2.68
85.63 4,676.70 39.43 2.65
0.00 4,283.48 21.05 2.69
0.00 4,338.72 12.99 2.66
Avg Price Per Volume ln (Base price) ln(Avg price per ln(sales)
1.99 0.93 0.69 11.32082
2.49 0.95 0.91 9.922506
2.48 0.95 0.91 9.944294
1.35 0.93 0.30 12.14493
1.80 0.91 0.59 10.88482
2.62 0.97 0.96 9.920689
2.67 0.98 0.98 9.788073
2.46 0.93 0.90 10.48935
1.99 0.90 0.69 11.73477
2.46 0.92 0.90 10.24511
1.30 0.94 0.26 11.8961
2.58 0.96 0.95 10.04651
2.47 0.93 0.90 10.42905
1.36 0.94 0.30 12.10646
2.46 0.93 0.90 10.1401
2.69 0.98 0.99 9.907977
2.70 0.98 0.99 9.904437
2.70 0.99 0.99 9.939482
2.48 0.97 0.91 10.13226
1.35 0.97 0.30 12.04467
2.49 0.98 0.91 10.13572
1.23 0.97 0.21 11.90167
2.61 0.98 0.96 9.853847
2.33 0.97 0.84 10.37155
2.06 0.94 0.72 11.1094
2.33 0.97 0.85 10.38407
2.48 0.97 0.91 10.11811
1.96 0.92 0.67 11.54622
2.47 0.95 0.90 10.21917
2.41 0.95 0.88 10.08377
1.93 0.89 0.66 11.51565
2.50 0.95 0.92 10.28991
2.66 1.00 0.98 9.908774
2.59 0.99 0.95 10.01784
2.52 0.95 0.92 10.3219
1.96 0.76 0.67 11.62195
2.57 0.98 0.94 10.24192
2.74 1.03 1.01 9.80053
2.74 1.03 1.01 9.878802
2.73 1.02 1.01 9.98161
2.54 0.99 0.93 10.43675
1.97 0.98 0.68 11.60449
2.56 0.99 0.94 10.25368
2.65 0.98 0.97 10.13438
1.43 0.99 0.36 11.956
2.59 0.98 0.95 10.27078
2.80 1.03 1.03 9.963955
2.69 0.99 0.99 10.24861
2.04 0.98 0.71 11.44375
2.67 1.00 0.98 9.990946
1.67 1.01 0.52 11.25444
2.65 0.98 0.97 10.28103
2.03 0.98 0.71 11.45355
2.72 1.00 1.00 9.937406
2.65 0.99 0.97 9.901235
1.50 0.98 0.40 12.00268
2.63 1.00 0.97 10.32653
2.85 1.05 1.05 10.00839
2.77 1.04 1.02 10.09312
1.69 1.04 0.52 11.54868
2.72 1.04 1.00 10.30712
2.80 1.04 1.03 10.21233
2.80 1.04 1.03 10.18961
2.62 1.03 0.96 10.50029
1.97 1.02 0.68 11.80356
1.98 1.01 0.68 11.683
2.68 1.04 0.98 10.18565
2.66 1.02 0.98 10.29624
1.72 1.03 0.54 11.42598
2.61 1.02 0.96 10.2348
2.03 1.03 0.71 11.58666
2.68 1.03 0.99 10.25529
2.03 1.03 0.71 11.2238
2.72 1.04 1.00 10.01579
2.71 1.05 1.00 10.01864
2.45 1.02 0.90 11.04486
2.48 1.05 0.91 10.21222
2.74 1.03 1.01 9.943189
2.72 1.02 1.00 10.1521
2.03 0.98 0.71 11.52611
2.73 1.02 1.01 10.16277
2.76 1.05 1.02 9.899178
1.64 1.04 0.49 11.44223
2.66 1.04 0.98 10.32797
2.72 1.05 1.00 10.28902
2.02 1.03 0.70 11.6714
2.68 1.04 0.99 10.36205
2.79 1.05 1.03 10.21314
2.80 1.05 1.03 10.10176
2.79 1.05 1.03 10.10486
2.77 1.05 1.02 10.30683
2.79 1.04 1.02 10.25353
2.72 1.03 1.00 10.52616
1.98 1.03 0.68 11.24504
1.99 1.01 0.69 11.65052
2.59 1.05 0.95 10.2539
2.48 1.06 0.91 10.32322
1.66 1.03 0.51 11.65224
1.79 1.03 0.58 11.21978
2.62 1.05 0.96 10.35412
1.74 1.02 0.55 11.15095
2.59 1.01 0.95 10.0726
1.77 1.00 0.57 11.28219
2.65 1.01 0.97 10.19504
2.63 1.01 0.97 10.36436
2.09 1.00 0.74 11.0076
2.52 0.99 0.92 9.832206
1.91 1.00 0.65 11.17535
2.73 1.02 1.00 10.27491
2.70 1.02 0.99 10.21662
2.62 1.00 0.96 10.30875
2.03 0.98 0.71 11.71763
2.76 1.02 1.02 10.42862
2.06 0.99 0.72 11.09996
2.24 0.97 0.81 11.48348
2.85 1.06 1.05 10.17997
2.60 1.01 0.96 10.44421
2.30 0.99 0.83 11.08037
2.61 1.01 0.96 10.3816
2.63 1.01 0.97 9.993238
1.97 1.00 0.68 11.21468
2.61 1.00 0.96 10.25857
2.63 1.00 0.97 10.32144
2.48 0.99 0.91 11.15646
2.65 0.99 0.98 10.22955
2.00 0.98 0.69 11.07905
2.63 0.98 0.97 10.16021
2.65 0.98 0.98 10.08348
2.44 0.98 0.89 11.01251
2.51 0.98 0.92 10.25037
2.57 0.97 0.95 10.15894
2.60 0.97 0.96 10.04893
2.44 0.97 0.89 11.08785
2.58 0.96 0.95 10.17789
2.43 0.95 0.89 11.06315
2.60 0.96 0.95 10.40762
2.60 0.96 0.95 10.25819
2.59 0.95 0.95 10.24733
2.44 0.95 0.89 11.27638
1.66 0.94 0.51 11.23116
2.60 0.96 0.96 10.11326
2.61 0.96 0.96 10.02761
2.60 0.96 0.95 10.1092
2.24 0.94 0.81 10.52946
2.17 0.94 0.78 10.66604
1.95 0.94 0.67 11.32764
2.60 0.95 0.96 10.07319
2.58 0.95 0.95 10.14542
2.51 0.96 0.92 10.1977
1.98 0.95 0.68 11.52843
1.99 0.95 0.69 11.1465
2.11 0.95 0.75 11.50592
1.98 0.95 0.68 11.22404
1.96 0.94 0.67 10.93452
2.42 0.95 0.88 10.4317
2.42 0.95 0.89 10.89256
2.61 0.96 0.96 10.19332
2.50 0.94 0.92 10.38267
2.43 0.94 0.89 10.30899
2.00 0.95 0.70 11.4722
1.96 0.94 0.68 11.66903
1.90 0.96 0.64 10.66849
2.55 0.98 0.93 10.20924
2.37 0.94 0.86 10.61636
2.31 0.94 0.84 11.169
2.64 0.97 0.97 10.16992
2.51 0.96 0.92 10.51198
2.19 0.95 0.79 11.29773
2.54 0.97 0.93 10.33283
2.45 0.97 0.90 10.69156
2.47 0.96 0.90 11.03274
2.35 0.97 0.86 10.51935
2.31 0.97 0.84 10.65112
2.33 0.96 0.84 11.0148
2.55 0.96 0.94 10.2381
2.04 0.95 0.71 11.43103
2.55 0.94 0.94 10.45542
1.97 0.92 0.68 11.54831
2.41 0.94 0.88 10.58724
2.51 0.93 0.92 10.58439
1.88 0.92 0.63 11.53655
2.04 0.94 0.71 11.19235
1.99 0.92 0.69 11.39681
2.39 0.95 0.87 10.64502
2.62 0.98 0.96 10.27629
2.45 0.96 0.90 10.67842
2.10 0.97 0.74 11.37319
2.65 0.98 0.97 10.28705
2.00 0.97 0.69 11.25608
2.37 0.97 0.86 10.53279
1.97 0.97 0.68 11.52705
2.65 0.97 0.97 10.26666
2.65 0.98 0.98 10.28024
2.65 0.98 0.97 10.1623
2.54 0.96 0.93 10.61446
2.11 0.98 0.75 11.30567
2.65 0.98 0.98 10.24185
2.26 0.98 0.82 10.78056
2.67 0.98 0.98 10.21023
2.03 0.97 0.71 11.67887
2.66 0.99 0.98 10.19162
2.65 0.98 0.97 10.268
- Estimate base price and promotion price elasticity using a
multiplicative regression model.

- Derive Base price elasticity curve, Display and Feature response

curves. Between Display and Feature, which one will be a
preferred mode of promotion for this brand?
using a

ure response
be a
 0.839 0.00139 0.001041 0.00493
Display and
Change in pTPR Feature Display
Feature response
0.05 9.67% 4.18% 4.18% 4.20%
0.10 19.26% 8.34% 8.33% 8.37%
0.15 28.79% 12.46% 12.45% 12.50% 120.00%
0.20 38.25% 16.55% 16.55% 16.61%
100.00%
0.25 47.64% 20.62% 20.61% 20.69%
0.30 56.98% 24.66% 24.65% 24.74% 80.00%
0.35 66.26% 28.67% 28.66% 28.77% 60.00%
0.40 75.48% 32.66% 32.65% 32.78%
40.00%
0.45 84.65% 36.63% 36.62% 36.76%
0.50 93.77% 40.58% 40.56% 40.72% 20.00%
0.55 102.84% 44.50% 44.49% 44.66% 0.00%
1 2

Feature is the preferred mode of promotion between display and features for this b
 Promotion Response Curve
120.00%

100.00%

80.00%

60.00%

40.00%

20.00%

0.00%
1 2 3 4 5 6 7 8 9 10 11

TPR Feature
Display Display and Feature response

display and features for this brand

0.026313
 Base price Elast -31.445

% Change Impact on Slaes

-20% 111425%
-15% 16475%
-10% 2647%
-5% 402% Base price
0% 0% 120000%
5% -78%
100000%
10% -95%
15% -99% 80000%
20% -100%
60000%

40000%

20000%

0%
1 2 3 4
-20000%

% Change
 Base price elasticity chart

1 2 3 4 5 6 7 8 9

% Change Impact on Slaes