MARK 2010 Marketing Analytics-brand in the confectionary category

In this assessment, you continue as a Market Analyst, but work as a team of two or three members to compare and contrast the results of your Technical Analysis (Part A) to:

1.Discuss and explain your results according to the questions outlined in the task

2.Link findings, particularly the results of data processing to relevant theory and appropriate literature from this course.

Task 1

Chocablock Pty Ltd (“The Client”) plans to grow its brand in the confectionary category.In the confectionary category, there are six brands of chocolate that compete with each other, and Chocablock Pty Ltd owns Brand D. You have analysed a dataset of 2,000 shoppers, which reports for each shopper his/her purchases of a set of brands over one year.

To generate an informed report for The Client, as a team, you need to:

1) Discuss the overall fit of the Dirichlet Model to the data.

(a) Describe the Double Jeopardy (DJ) Pattern and use tables and/or graphs to discuss whether the DJ Pattern is evident in this category.
(b) Define niche brands. Are there any niche brands in this category?

2) Evaluate Brand D’s performance in this category:

What marketing strategy would your team recommend for The Client to increase the market share of Brand D? In other words, should The Client focus on selling more to existing customers or attracting new and light customers?

[Use theories covered in your UniSA Online Marketing Analytics course as well as the results of data processing to support your recommendations]

Task 2

To generate an informed report for BMW, your team need to report about the following:

1) Given that BMW is considering to add to this market, one of the remaining alternatives (1, 3, 5 or 8), determine which alternative is the best for BMW to add to the market by re-estimating the market shares after the addition of each new alternative.

2) Based on the re-estimated market shares above, provide informed recommendations to the best of your marketing knowledge about potential consumer trade-off based on attributes of the recommended new alternative.

In other words, should BMW:

(a) keep the current four alternatives and not introduce the new alternative

(b) introduce the new alternative to replace one of the existing alternatives

(c) introduce the new alternative in addition to the current four alternatives