Market Share Metrics I

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1 Market Share Metrics I This module covers the concepts of unit market share, revenue market share, market penetration, relative market share, and market concentration. Authors: Paul Farris and Stu James Marketing Metrics Reference: Chapter Paul Farris, Stu James, and Management by the Numbers, Inc.

2 What is a Market? Before discussing market share, let s discuss the nontrivial issue of market definition. A good first step is to define the served market in terms of dimensions such as geography, demographic, channel, time periods, etc. MARKET SHARE Examples: Brazilian drivers aged in 2010 Purchasers of cold medicine at grocery stores in May Tourists visiting Paris in the Spring who plan to visit a museum Insight To illustrate why market definition is essential, consider the difference between the definition of tourists visiting Paris who plan to visit a museum and tourists just visiting Paris. In effect, are we competing against museums or any potential tourist activity? 2

3 What is a Market? Market definition with regard to market share can be applied in many different contexts goods, services, segments, regions, channels, units, dollars, etc. What is essential to remember is that when calculating market share, one must compare apples with apples. Otherwise it is at best meaningless, or more likely, misleading and dangerous. MARKET SHARE With that in mind, let s turn to market share why it is one of the most important metrics in business and how to calculate it. 3

4 Market Share Market Share is one of the fundamental measures used in marketing. It measures the sales of a brand or product relative to the overall size of a market. MARKET SHARE Market Share may be calculated using units or revenues, and both measures may have important implications for a company. Note that the difference between the two measures is price, as Revenues = Units Sold x Price. Definition Unit Market Share = Unit Sales / Total Market Unit Sales Definition Revenue Market Share = Sales Revenue / Total Market Sales Revenue 4

5 Why is Market Share Important? Market Share is an indicator of how a brand is doing relative to the competition. It includes not only a customer s assessment of a brand s value proposition, but also other factors that influence sales such as advertising and distribution. Unit sales relative to competition also may have an impact on unit costs if higher volumes of production lead to lower production costs. This may provide a competitive advantage to a company. WHY IS MARKET SHARE IMPORTANT? Insight If a company has a higher revenue market share than unit market share it means they have a higher price relative to the competition. 5

6 Why Unit Sales are not Enough Consider the following (spam) headline: Investor Alert!! Sales of Pear Desktop Computers increased from 8 million units to 10 million units in the past quarter, a 20% increase. Buy Pear Stock Now! The rest of the story - Pear dropped their prices by 25% - It was 4 th quarter that included year end and Christmas sales, total market sales increased from 100 million units to 200 million units - HAL computers increased from 4 million to 20 million WHY UNIT SALES ARE NOT ENOUGH Net results: - Pear revenues declined 6.25% - Pear Market share decreased from 10% to 5% - HAL computers increased market share from 4% to 10% 6

7 Market Share and Market Penetration It is important to note that market share calculations only consider actual sales, not potential customers who ultimately decided against purchasing. This introduces the concept of market penetration which considers the total population of a market. Low rates of market penetration may indicate unmet potential demand for products or low interest in the product category as a whole within the selected population. MARKET SHARE AND MARKET PENETRATION Definition Market Penetration = Customers who purchased a product in the category Total population 7

8 Relative Market Share Relative market share indexes a firm s or brand s market share against its leading competitor. This provides managers with a measure to compare the relative market positions of their brands across markets. RELATIVE MARKET SHARE Definition Relative Market Share = Brand s Market Share ($ or Units) Largest Competitor s Market Share ($ or Units) Note that this is equivalent to Brand Sales / Largest Competitor Sales Insight In some markets 20% market share might be a leading market position. In others it might be a distant #2 or even #3. Relative market share provides this additional dimension of analysis. 8

9 Relative Market Share and the BCG Matrix The relative market share metric was further popularized in the 1960s by the Boston Consulting Group in its famous growth share matrix, where relative market share is a surrogate for competitive strength. The other axis, market growth rate, is a surrogate for market attractiveness and potential. While there are many issues with the use of the BCG Matrix, it remains a popular visual representation of a firm s brands, partially because of its simplicity. Author: Ericmelse. From Wikipedia Commons. RELATIVE MARKET SHARE 9

10 Relative Market Share (Alternative Definition) Note that sometimes relative market share will be calculated as an index value from 0 to 1, where 0 is a brand with no sales in the market and 1 is the brand with the highest market share. This is the same as the previous definition except for the leading brand. For example, if Brand A has 50% market share and Brand B has 25% market share. Brand A s relative market share will be 2.0 using the first definition, but only 1.0 using the second definition. Insight In case you re curious about why marketers would define relative market share in this way, it is sometimes thought to give insight into the relative cost and pricing power of a brand. If your relative share is very small, your costs might be higher and your pricing power with customers, lower. RELATIVE MARKET SHARE (ALTERNATIVE DEFINITION) 10

Market concentration is the degree to which a relatively small

Definition Market Concentration 3 or 4 Firm Concentration Ratio

a market MARKET CONCENTRATION Question: Which graphic

firm concentration ratio? Answer: The bottom graphic.

11 Market concentration is the degree to which a relatively small number of firms accounts for a large proportion of the market. Definition Market Concentration 3 or 4 Firm Concentration Ratio = Sum of the market shares of the leading 3 or 4 competitors in a market MARKET CONCENTRATION Question: Which graphic represents the more highly concentrated market based on three firm concentration ratio? Answer: The bottom graphic. It represents a concentration ratio of 100% and the top graphic is less (approx. 60%) 11

12 Market Share: Sample Problem Set A high growth market in Eastern Europe has the following five brands competing in two regions (yearly sales). Total Units Units Revenues (South) (West) Alfa 9, Boffo 15, Cafav 6, Defy 6, Efizz 14, Total 50, MARKET SHARE SAMPLE PROBLEM Questions: What is Alpha s unit market share in the West? What is Defy s revenue market share? What is Efizz s combined unit market share? What is Alpha s price? 12

13 Market Share: Sample Problem Set Total Units Units Revenues (South) (West) Alfa 9, Boffo 15, Cafav 6, Defy 6, Efizz 14, Total 50, MARKET SHARE SAMPLE PROBLEM Answers: Alpha s unit share in West = 250 / 1000 = 25% Defy s revenue market share = 6000 / = 12% Efizz s combined unit market share = ( ) / 2000 = 35% Alpha s price = 9000 / ( ) = 20 13

14 Market Share: Sample Problem Set A high growth market in Eastern Europe has the following five brands competing in two regions (yearly sales). Total Units Units Revenues (South) (West) Alfa 9, Boffo 15, Cafav 6, Defy 6, Efizz 14, Total 50, MARKET SHARE SAMPLE PROBLEM Questions: What is Cafav s relative market share (units)? What is Boffo s relative market share (revenues)? What is the 3 firm market concentration in the south? What is the 4 firm concentration ratio (revenues)? 14

15 Market Share: Sample Problem Set Total Units Units Revenues (South) (West) Alfa 9, Boffo 15, Cafav 6, Defy 6, Efizz 14, Total 50, MARKET SHARE SAMPLE PROBLEM Answers: Cafav s relative market share (units) = 7.5% / 35% =.214 Boffo s relative share (revenues) = 30% / 28% = 1.07 (Note: or 1.00 using alternative measure of RMS) 3 firm market concentration in south = 35%+20%+20% = 75% 4 firm concentration (revenues) = 30%+28%+18%+12% = 88% 15

16 Market Share: Sample Problem Set A high growth market in Eastern Europe has the following five brands competing in two regions (yearly sales). Total Units Units Revenues (South) (West) Alfa 9, Boffo 15, Cafav 6, Defy 6, Efizz 14, Total 50, MARKET SHARE SAMPLE PROBLEM Questions: If the potential market in the South is 2000 customers and the potential market in the West is 5000 customers, what are the respective market penetration rates for this product category (presume 1 purchase / customer). 16

Market Share: Sample Problem Set Total Units Units Revenues (South) (West) Alfa 9,000 200 250 Boffo 15,000 100 200 Cafav 6,000 150 0 Defy 6,000 200 200 Efizz 14,000 350 350 Total 50,000

17 Market Share: Sample Problem Set Total Units Units Revenues (South) (West) Alfa 9, Boffo 15, Cafav 6, Defy 6, Efizz 14, Total 50, MARKET SHARE SAMPLE PROBLEM Answers: Market penetration in South = 1000 / 2000 = 50% Market penetration in West = 1000 / 5000 = 20% Overall market penetration = 2000 / 7000 = 28.6% 17

18 Marketing Metrics by Farris, Bendle, Pfeifer and Reibstein, 2 nd edition, pages And - Market Share - Further Reference Market Share Metrics II (advanced MBTN module). This module provides further insight into the decomposition of market share and metrics that are essential to understanding what circumstances led to a particular level of market share. MARKET SHARE FURTHER REFERENCE 18

Distribution Measures

Distribution Measures This module covers the concepts of numeric distribution, all commodity volume (ACV), product category volume (PCV) and out-of-stocks. Author: Paul Farris Marketing Metrics Reference: