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  • RahulSridhar MarketSizing CerealMarket

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    Rahul Sridhar
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    Using Harvard's Market Sizing tool

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    RahulSridhar_MarketSizing_CerealMarket

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    Using Harvard's Market Sizing tool

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    36 views13 pages

    RahulSridhar MarketSizing CerealMarket

    Uploaded by

    Rahul Sridhar
    Using Harvard's Market Sizing tool

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 13

    Market Sizing

    Cereal Market Sizing

    04/14/20

    Copyright © 2013 Harvard Business School Publishing


    Market Penetration Opportunity

    14%

    Penetration
    Other

    86%

    Copyright © 2013 Harvard Business School Publishing


    Market Penetration Index by Customer Segment

    27%

    35%

    Easy starters
    Family feeders
    Mobile snackers

    37%

    Copyright © 2013 Harvard Business School Publishing


    Unit Analysis
    4,500,000,000

    4,000,000,000

    3,500,000,000

    3,000,000,000

    2,500,000,000
    UNITS

    2,000,000,000
    Current
    Potential
    1,500,000,000

    1,000,000,000

    500,000,000

    0
    Easy starters Family feeders Mobile snackers

    SEGMENTS

    Copyright © 2013 Harvard Business School Publishing


    Revenue Analysis
    14,000,000,000

    12,000,000,000

    10,000,000,000

    8,000,000,000
    UNITS

    Current
    6,000,000,000
    Potential

    4,000,000,000

    2,000,000,000

    0
    Easy starters Family feeders Mobile snackers

    SEGMENTS

    Copyright © 2013 Harvard Business School Publishing


    Customers: Market Share Analysis

    8%

    30%

    Easy starters
    Family feeders
    Mobile snackers

    63%

    Copyright © 2013 Harvard Business School Publishing


    Units: Market Share Analysis

    1%

    19%

    Easy starters
    Family feeders
    Mobile snackers

    80%

    Copyright © 2013 Harvard Business School Publishing


    Revenue: Market Share Analysis

    2%

    22%

    Easy starters
    Family feeders
    Mobile snackers

    76%

    Copyright © 2013 Harvard Business School Publishing


    Average Number of Units Sold by Brand
    $18.00

    $16.00

    $14.00
    AVERAGE UNITS PURCHASE PER CUSTOMER

    $12.00

    $10.00

    $8.00

    $6.00

    $4.00

    $2.00

    $0.00
    Kellogg - Frosted Flakes Kellogg - Raisin Bran General Mills - Cheerios Market Average

    BRANDS AND MARKET

    Copyright © 2013 Harvard Business School Publishing


    Average Price per Unit by Brand
    $3.50

    $3.40

    $3.30
    AVEREAGE PRICE PER UNIT

    $3.20

    $3.10

    $3.00

    $2.90
    Kellogg - Frosted Flakes Kellogg - Raisin Bran General Mills - Cheerios Market Average

    BRANDS AND MARKET

    Copyright © 2013 Harvard Business School Publishing


    Customers: Market Share Analysis by Brand

    30%

    47% Kellogg - Frosted Flakes


    Kellogg - Raisin Bran
    General Mills - Cheerios

    23%

    Copyright © 2013 Harvard Business School Publishing


    Units: Market Share Analysis by Brand

    43%
    44%

    Kellogg - Frosted Flakes


    Kellogg - Raisin Bran
    General Mills - Cheerios

    13%

    Copyright © 2013 Harvard Business School Publishing


    Revenue: Market Share Analysis by Brand

    44% 43%

    Kellogg - Frosted Flakes


    Kellogg - Raisin Bran
    General Mills - Cheerios

    13%

    Copyright © 2013 Harvard Business School Publishing

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