Rajkumar Venkatesan Marketing Mix Vodka Industry.

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Presentation transcript:

Rajkumar Venkatesan Marketing Mix Vodka Industry

Rajkumar Venkatesan Effect of Marketing Mix - Industry Does sales increase with a price increase?

Rajkumar Venkatesan Except Grey Goose No Brand Changes Tier

Rajkumar Venkatesan The Best Sellers

Rajkumar Venkatesan Change in Sales is More Relevant

Rajkumar Venkatesan Unit Sales and Price – Skol

Rajkumar Venkatesan Unit Sales and Price - Smirnoff

Rajkumar Venkatesan Marketing Mix Models - Comparison Advertising Regression Characteristic PricePrintBroadcastOutdoorAdj. R2 Unit Sales Change in Sales Add Brand Tier Add Competition Price Coefficients are more sensitive than Advertising

Rajkumar Venkatesan Print and Outdoor Advertising OutdoorPrint Outdoor1 Print0.531 Advertising Regression Characteristic PricePrint & Outdoor BroadcastAdj. R2 Print & Outdoor

Rajkumar Venkatesan Price Elasticity Price Elasticity = [Change in sales/Change in Price] * [Price/Sales] Price Elasticity = Coefficient of price when ln(sales) is regressed on ln(price)

Rajkumar Venkatesan Print Ads

Rajkumar Venkatesan TV Ads – Newer Trend

Rajkumar Venkatesan Marketing Mix Models - Summary High R-Squares can be misleading Change in sales better than level of sales Evaluate relationships among the independent variables Competition, new entrants, brand equity have an influence on a brand’s price and advertising elasticity Give thought to handling missing values.