Concept of Market Share & Distribution Indicator

 Market Share: Market Reach x Weighted retail penetration-(availability in stores)

 Distribution Indicator: Market share is a distribution indicator where Market share is the no of
TV sold by your brand/total TVs sold)
 How will you improve the market share?
o Increase either MR
o WRP (However, WRP should not be 100% as it will have higher cost of logistics and less
drive for competitions between buyers)
 Sony market share – Not more than 10%
 Samsung has 20% market share in the industry.
“The Japanese electronics maker Sony ended 2020 with a 40% market share in the CIS market,
2% lower than 2019. Meanwhile, Samsung witnessed an increase of 1% in its market share from
21% in 2019. In 2020, Samsung held a 22% market share in the CIS industry”

Buyer Definition

 First time buyer is a Non-Category User. The market share comprises of both first buyers and
second time

Strategy

 Sony’s strategy – Focused on innovative products at economical pricing

 Samsung’s strategy – Focused on superior innovative product at premium pricing