1. Sales Analysis and Geographic Strategies

2. Light Beer Marketing Bud Light, Miller Lite, and Coors Light - Maintain MGD, Bud, High Life - Take Share Who do you target? When do you advertise? Where do you advertise? What media do you purchase?

3. Deciding Where to Advertise Need to compare the sales of the category to sales of the brand by market –Looking at data for differences in sales –Calculate relative performance by market Are you over performing the market? Are you under performing the market? Doesn’t tell you where to focus your efforts, but it does provide considerable guidance

4. Sales Analysis Must consider a range of factors –% of target population by market –% of industry sales by market –% of brand sales by market –% of competitors sales by market –By Nielsen Territories –By County Size

5. Brand Development Index % of brand’s total sales in Market X BDI = ---------------------------------------------------------- % of total US population in Market X Sales performance - “how do you perform relative to the population size?”

6. Category Development Index % of category’s total sales in Market X CDI = ---------------------------------------------------------- % of total US population in Market X Sales potential - “how does the category perform relative to the population size?”

7. Market Share Index % of brand’s total sales in Market X MSI = ---------------------------------------------------------- % of category’s total sales in Market X Relative performance - “how does the brand perform relative to the category?”

8. The Decision Grid High BDILow BDI High CDI High share of market; good market potential “A keeper!!!” Low share of market; good market potential “What is wrong?” Low CDI High share of market; poor market potential “Can we sustain?” Low share of market; poor market potential “Bail”

9. Nielsen Territories New England Middle Altantic East Central West Central South East South West Pacific Consider Brand X - Where do you advertise?

10. County Size A Counties - All counties located within the 25 largest metros B Counties - All counties not included under A that have +150,000 C Counties - All counties not included under A or B that have +40,000 D Counties - All remaining counties Using Simmons / MRI Data