MARKETING

METRICS

Group 11
Madhan Kumar
Ganesh Kumar
Mohammed Ibrahim
UNIT MARKET SHARE = Unit Sales/ Total Market Unit Sales

REVENUE MARKET SHARE = Sales Revenue / Total Market Revenue

RELATIVE MARKET SHARE = Brands Market Share / Largest competitors market share

BRAND DEVELOPMENT INDEX= Brand sales in group/Households in group

Total brand sales/Total household

CATEGORY DEVELOPMENT INDEX= Category sales to group/Households in group

Total category sales/Total household

BRAND PENETRATION = Customers who have purchased the brand

Total Population

PENETRATION SHARE = Brand penetration

Market penetration

USAGE INDEX = Average total purchase in category by brand customers

Average total purchases in category by all customers in that category

NET PROMOTER= Percentage of promoter Percentage of detractors

WILLINGNESS TO SEARCH = Percentage of customers willing to delay purchases, change stores or

reduce purchase quantity to avoid switching brands

SHARE OF REQUIREMENT= Brand Purchases / Total Category Purchases by Brand Buyers

DECOMPOSITION OF

MARKET SHARE = Penetration share * Share of requirements * Usage Index

CATEGORY PENETRATION

NEURO MARKETING MEASURES

HIERARCHY OF EFFECTS

AWARENESS

TOP OF MIND

AD AWARENESS

KNOWLEDGE

CONSUMER BELIEFS

PURCHASE INTENTIONS

PURCHASE HABITS

LOYALTY

LIKEABILITY

WILLINGNESS TO RECOMMEND
CUSTOMER SATISFACTION