Share Metrics Part 2

Question 1

Penetration Share

Answer 1

To measure the share of category buyer that bought the brand. 
# Buyers of our brand/ # number of buyers of any category

Question 2

Penetration Share Insights

Answer 2

Ranges from near 0% to 100%

100% penetration share is different from 100% market share

Question 3

Share of Requirements (formula)

Answer 3

Brand sales ($,#) / total category purchases by Brand buyers ($,#)

Question 4

Heavy Usage Index (formula)

Answer 4

(category purchases by our customers/ Number of our Customers) / (total category sales/ total buyers in market)

Question 5

Market share (formula)

Answer 5

PS X SOR X HUI

Question 6

Brand development Index

Answer 6

(Brand sales to certain customer/ # certain customer) / ( All brand sales/ all potentials)

Question 7

Category development Index

Answer 7

(Brand sales to certain customer/ # certain customer) / ( Total category sales/ all potentials)

Question 8

Markup % =

Answer 8

(Selling Price - Cost)/ Cost

Question 9

Selling Price

Answer 9

Cost * (1 +Markup %)

Question 10

Retail Selling Price (RSP)

Answer 10

= WSP / (1 - % Retailer Margin)

Question 11

Wholesale Selling Price (WSP)

Answer 11

= RSP * (1 - % Retailer Margin)

= DSP / (1 - % Wholesale Margin)

Question 12

Distributer Selling Price (DSP)

Answer 12

= WSP * (1 - % Wholesaler Margin)

= MSP / (1 - % Distribution Margin)

Question 13

Manufacturer Selling Price (MSP)

Answer 13

= DSP * (1 - % Distribution Margin)

= Mfr Cost / (1 - % Mfr Margin)

Question 14

Manufacturer Cost

Answer 14

= MSP * (1 - % Manufacturing Margin)

Question 15

The key for across distribution channel is

Answer 15

Cost (or supplier selling price) = Selling price * (1 - % Margin)