Arctic Power Essay Research Paper The Canadian — страница 3

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.7 -33 na Punch 2.0 .3 -1.7 -85 na Dynamo 1.0 .5 - .5 -50 na P&G Oxydol 4.9 3.3 -1.6 -33 6.4 Bold 4.8 2.3 -2.5 -52 na Other 4.7 4.3 – .4 – 9 na Lever All 4.1 3.2 – .9 -22 4.0 Surf 2.6 2.2 – .4 -15 na Wisk 3.8 4.4 + .6 +16 14.6 Other .9 .4 – .5 -56 na All Others 10.4 9.8 – .6 – 6 na ? Of the "smaller market share" offerings, only Wisk and Arctic Power gained market share between 1983 and 1986. ? Wisk spent a relatively large amount of money on media to maintain (and slightly grow) its market share Appendix C Size of Regional Markets (in 1986) Arctic Power Total Market Volume Percent of Region Market Share (in Million Liters) National Market Maritimes 6.3 32.6 8% Quebec 17.5 113.8 28% Ontario .8 158.5 39% Man/Saskat .1 28.4 7% Alberta 2.1 40.6 10%

British Columbia 5.5 32.5 8% Arctic Power’s Strongest Regions: Maritimes 8% of national market Quebec 28% of national market British Col. 8% of national market Arctic Power is strong in 44% of Canada. Hence, Arctic Power would need 27% market share in these three regions in order to achieve a total national market share of 12%. Appendix D Sales and Media Expenditures by Region (in 1986) Media Expenditures Region Sales in $000’s (in $000’s) Sales $ per Media $ Maritimes 2,055 91 22.6 Quebec 19,914 800 24.9 Ontario 1,268 24 52.8 Man/Sask 28 13 21.5 Alberta 853 263 3.2 British Columbia 1,788 195 9.2 Most sales revenue per media dollar are realized in Ontario. The Western Campaign, a recent advertising campaign in Alberta and B.C. showed mixed results. The sales results in

Alberta were disappointing.