1. Rajkumar Venkatesan Marketing Mix Vodka Industry

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

3. Rajkumar Venkatesan Except Grey Goose No Brand Changes Tier

4. Rajkumar Venkatesan The Best Sellers

5. Rajkumar Venkatesan Change in Sales is More Relevant

6. Rajkumar Venkatesan Unit Sales and Price – Skol

7. Rajkumar Venkatesan Unit Sales and Price - Smirnoff

8. Rajkumar Venkatesan Marketing Mix Models - Comparison Advertising Regression Characteristic PricePrintBroadcastOutdoorAdj. R2 Unit Sales-0.0460.02 0.0060.98 Change in Sales0.02 -0.003-0.010.14 Add Brand Tier-0.020.015-0.003-0.0120.17 Add Competition-0.040.015-0.003-0.0130.19 Price Coefficients are more sensitive than Advertising

9. Rajkumar Venkatesan Print and Outdoor Advertising OutdoorPrint Outdoor1 Print0.531 Advertising Regression Characteristic PricePrint & Outdoor BroadcastAdj. R2 Print & Outdoor -0.040.005-0.0090.13

10. 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)

11. Rajkumar Venkatesan Print Ads

12. Rajkumar Venkatesan TV Ads – Newer Trend

13. 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.