Wheel and Nirma are direct competitors in the low price segment of the Indian detergent bar market. The analysis shown in Exhibit 29.2 demonstrates the very significant impact relative price has on the market share of the two brands.
Both brands have a 30% value share in the total market. However in stores where Wheel’s price is cheaper or same as Nirma, the brand’s value share increases to 34%. In volume terms the increase is even more pronounced — Wheel’s share varies from 31.6% in outlets where it is priced more than 10% higher than Nirma, to 37.5% where it is priced up to 10% more, and 47.3% in outlets where it is priced the same or cheaper than Nirma.
Note: To find content on MarketingMind type the acronym ‘MM’ followed by your query into the search bar. For example, if you enter ‘mm consumer analytics’ into Chrome’s search bar, relevant pages from MarketingMind will appear in Google’s result pages.
The Plannogrammer is an experiential learning facility for category managers, trade marketers, and retailers in consumer markets. Ideally suited for hybrid learning programmes, Plannogrammer imparts hands-on training in the planning and evaluation of promotions and merchandising.
It supports a collection of simulation and analysis platforms such as Promotions and Space Planner for optimizing space and promotions, Plannogram for populating shelves and merchandising, a Due To Analysis dashboard that decomposes brand sales into the factors driving sales, and a Promotion Evaluator to evaluate the volume, value and profit impact of promotion plans.