Unit Assign #2 - Metrics

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George Brown College Canada *

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MARK4012

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Marketing

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Apr 3, 2024

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docx

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MARK2049 Principles of Marketing II Unit Assignment #2: Estimating market share & market demand Teams of 2 or 3 Worth 5%. Due Week 5, before class _________________________________________________________________________________________________ 1) Estimate market share - Complete the chart below for the juice & smoothie category , round to two decimals points . Be sure to add relevant dollar signs and percentage signs to your answers . (12 marks) Company 2022 2023 Change 2022 vs. 2023 $ Sales (000s) $ Market Share (%) $ Sales (000s) $ Market Share (%) Sales $ % change SOM point change Booster Juice $500 +23.0% Smoothie King $295 29.5% $325 Happy Planet $200 +20.0% Maui Wowi $5 $20 Industry Total $1,000 100.0% $1,200 100.0% --- Outline 3 things that you observe from these numbers. Be insightful. (6 marks) Write one SMART objective that might be included in the 2024 marketing plan for Booster Juice. (2 marks) Page 1 of 2
2) Estimate Market Demand Spin Master Toys would like to introduce a new battery powered adventure toy called “Bongo Bumpers” targeted to boys aged 5-9 in Canada. It is a unique new toy that is expected to be a hit this holiday season. The toy will sell for $25. Using the following information, forecast the sales demand in retail dollars for the new “Bongo Bumpers” toy in Canada for its first year of launch based on the assumptions below. A Spin Master survey estimated that 80% of boys who saw the toy in action would ask their parents to purchase it. Based on their media plan the advertising agency estimates that 65% of boys in Canada would see the advertising and be aware of the toy within its first year of launch. Spin Master has learned in research that approx. 50% of parents or others in the family will purchase a Spin Master toy that their child requests within a year, as Spin Master has a strong reputation for toys that have lasting play value. Statistics Canada – age group by gender - 2020   Canada Male Female Canada Male Female Age group Persons (thousands) % of total of each group Total 32,270.5 15,979.5 16,291.0 100.0 100.0 100.0 0–4 1,698.4 868.4 830.0 5.3 5.4 5.1 5–9 1,882.3 963.0 919.3 5.8 6.0 5.6 10–14 2,104.8 1,079.1 1,025.7 6.5 6.8 6.3 15–19 2,145.8 1,099.7 1,046.2 6.6 6.9 6.4 20–24 2,243.3 1,147.5 1,095.8 7.0 7.2 6.7 Chain Ratio: Show your calculations (8 marks) What if Spin Master had an issue with distribution. Rather than the anticipated 100% distribution planned at launch they will now only have 70% distribution in their first year. What would the potential retail sales forecast be now? (2 marks) Page 2 of 2
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