Market Share Concepts Review

Market Share
• % age of our Brand vs Competitor
Pepsi Coke

• Pepsi Stock : 500 units

300,
• Coke Stock: 300 Units 500, 38%
62%
• Total Stock: 800 Units
 Market Share 250 ML
Chilled Stock Warm Stock Fresh Consumed

250 ML Weight
Chilled Stock 50% 30%
50%
Warm Stock 30%
20%
Fresh Consumed 20%
 Pack-wise Stock Limits
Pack Lower Limit Upper Limit
250 ML 12 Bottles 10 c/s
PET 1.0 LTR 3 Bottles 36 Bottles
PET 1.5 LTR 3 Bottles 36 Bottles
PET 2.25 LTR 3 Bottles 24 Bottles
PET 500 ML 3 Bottles 36 Bottles
PET 345 ML 3 Bottles 36 Bottles
 ALL Packs Share
Weighted
Pack Weight Market Share
Share
250 ML 15 60% 9.0
PET 1.0 LTR 30 55% 16.5
PET 1.5 LTR 35 50% 17.5
PET 2.25 LTR 16 48% 8.2
PET 500 ML 3 70% 2.1
PET 345 ML 1 100% 1
ALL Packs share 100 53.8
 SKU Supply
• % age of SKUs at every chiller shop
STING STING
Chiller 250 ML LTR PET JMB 500 ML Avail. Req. SKU
240 500
Shop (4) (4) (4) (4) (4) SKUs SKUs Supply
(1) (1)
P1 4 0 3 2 2 1 1 13 22 59%
P2 4 3 1 2 2 0 1 13 22 59%
P3 2 3 4 3 3 1 0 16 22 73%
P4 3 1 2 4 0 0 1 11 22 50%
P5 2 3 4 1 2 1 0 13 22 59%
C1 1 2 1 2 1 1 8 X
O1 1 1 1 3 X
TOTAL 16 13 15 12 12 4 4 77 110 70%
 Chiller Integrity
• % age of brand in its Chillers
• Pepsi Chillers
• Pepsi Chiller Integrity
• Pepsi Stock: 80 Units
• 80%
• Coke Stock: 20 Units
• Total Stock: 100 Units
Chiller Integrity Diff %
• Pepsi Chillers Integrity: 85
• Coke Chillers Integrity: 70
• Pepsi Diff vs Coke: 15
• Diff % = 15 / 70 = 21%
 Availability
• % age of Shops selling brand in total sample
• Total Sample: 100 Shops
• Pepsi Available @ 80 Shops: ? 80%
• Coke Available @ 65 Shops: ? 65%
 No Stock Chillers
• Shop 1: Multi – Chiller
• Shop 2: Shops
O 1/5 = 20% No Stock Overall
• Shop 3: 2/9 =
22%
• Shop 4:
One Chiller Shops No Stock
• Shop 5:
• Shop 6: O 1/4 = 25% No Stock
 TSE Score Card Criteria
KPI Benchmark Weight

Market Share + 5 vs Last Year Avg 20%

Market Share vs Chiller Share +10 30%
SKU Supply 70 30%
Pepsi Working No Stock Chillers 3 10%
Slice Availability 10%
A B C D E
50 40 30 30 20