Professional Documents
Culture Documents
Marketing Metrics - Presentation About: Market Share, Market Penetration, Margin and Contribution Margin
Marketing Metrics - Presentation About: Market Share, Market Penetration, Margin and Contribution Margin
Metrics presentation
Market Share (revenue, unit & relative)
Market Penetration
Margin
Contribution Margin
Piotr Bartenbach
Victor Ituah
Market Share
Definition of the metric and the purpose for use
Metric
Revenue Market
Share
Unit Market
Share
Relative Market
Share
Definition
The percentage of an industry or
market's total sales that is earned
by a particular company over a
specified time period. Market
share is calculated by taking the
company's sales over the period
and dividing it by the total sales of
the industry over the same period.
A method of measuring market
share. A company will measure its
own market share with that of
its competitors to determine
relative market share.
Purpose
To measure
competitiveness.
To measure
competitiveness.
To assess
comparative market
strength.
Source: Marketing Metrics: The Definitive Guide to Measuring Marketing Performane, Paul W. Farris, Wharton School Publishing
Application conditions
Source: Marketing Metrics: The Definitive Guide to Measuring Marketing Performane, Paul W. Farris, Wharton School Publishing
Construction stages
Construction
Formula
Source: Marketing Metrics: The Definitive Guide to Measuring Marketing Performane, Paul W. Farris, Wharton School Publishing
Construction stages
Construction
Formula
Source: Marketing Metrics: The Definitive Guide to Measuring Marketing Performane, Paul W. Farris, Wharton School Publishing
Construction stages
Construction
Formula
Source: Marketing Metrics: The Definitive Guide to Measuring Marketing Performane, Paul W. Farris, Wharton School Publishing
Examples of application
TV Advertising revenue market shares of TVN S.A.
Source: esphoneblog.com
Examples of application
Global Smartphone unit market share of Samsung Corporation
and its competitors
Source: esphoneblog.com
Results interpretation
Source: Marketing Metrics: The Definitive Guide to Measuring Marketing Performane, Paul W. Farris, Wharton School Publishing
Related metrics
Market Penetration
Purchasers of a product category as a percentage of total population.
10
Source: Marketing Metrics: The Definitive Guide to Measuring Marketing Performane, Paul W. Farris, Wharton School Publishing
Margins
Definition of the metric and the purpose for use
Metric
Unit Margin ($)
Margin (%)
Definition
Purpose
11
Source: Marketing Metrics: The Definitive Guide to Measuring Marketing Performane, Paul W. Farris, Wharton School Publishing
Application conditions
12
Source: Marketing Metrics: The Definitive Guide to Measuring Marketing Performane, Paul W. Farris, Wharton School Publishing
Construction stages
Unit Margin
Construction
Formula
13
Source: Marketing Metrics: The Definitive Guide to Measuring Marketing Performane, Paul W. Farris, Wharton School Publishing
Construction stages
Margin (%)
Construction
Formulas
14
Source: Marketing Metrics: The Definitive Guide to Measuring Marketing Performane, Paul W. Farris, Wharton School Publishing
Examples of application
iPhone 4 Unit Margin
15
Source: esphoneblog.com
Results interpretation
16
Related metrics
Channel Margins
Channel profits as percentage of channel selling price.
Contribution Margin
Contribution per unit divided by unit price.
17
Source: Marketing Metrics: The Definitive Guide to Measuring Marketing Performane, Paul W. Farris, Wharton School Publishing