ĐO LƯỜNG HIỆU QUẢ MARKETING THỊ TRƯỜNG KEM ĐÁNH RĂNG
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MINISTRY OF FINANCE
UNIVERSITY OF FINANCE - MARKETING
FACULTY OF MARKETING
----&----
SUBJECT REPORT: MARKETING ANALYSIS
SUBJECT CODE: 2011702044602
ESTIMATE THE EFFICIENCY OF MARKETING ACTIVITIES
IN THE TOOTHPASTE MARKET
HO CHI MINH CITY, 2020
MINISTRY OF FINANCE
UNIVERSITY OF FINANCE - MARKETING
FACULTY OF MARKETING
----&----
SUBJECT REPORT - MARKETING ANALYSIS
SUBJECT CODE: 2011702044602
ESTIMATE THE EFFICIENCY OF MARKETING ACTIVITIES
IN THE TOOTHPASTE MARKET
Professor: MBA Trần Nhật Minh
Class: CLC_17DMA2
Group members:
5. Nguyễn Ngọc Thùy Linh
1. Trịnh Quốc Bảo
6. Đỗ Thanh Ngân
2. Ngô Hải Hà
7. Phạm Quang Thụy
3. Đặng Minh Hiền
4. Nguyễn Thảo Hường
HO CHI MINH CITY, 2020
CONTENTS
CONTENTS...................................................................................................................................................................................................... i
GROUP DISTRIBUTION ............................................................................................................................................................................... ii
1. Overall data .................................................................................................................................................................................................. 1
2. Main analysis ............................................................................................................................................................................................... 4
2.1. Distribution ............................................................................................................................................................................................ 6
2.2. Behavior ................................................................................................................................................................................................ 7
2.3. Penetration ............................................................................................................................................................................................. 9
2.4. Market share, Relative market share, Price premium ......................................................................................................................... 10
2.5. Category Developing Index, Brand Developing Index, Heavy Usage Index...................................................................................... 12
3. Projection ................................................................................................................................................................................................... 14
i
GROUP DISTRIBUTION
MEMBERS
TASKS
Survey
Caculation
Trịnh Quốc Bảo
8 retailers
20 customers
14%
Ngô Hải Hà
8 retailers
20 customers
14%
Đặng Minh Hiền
8 retailers
20 customers
14%
Nguyễn Thảo Hường
8 retailers
20 customers
14%
Nguyễn Ngọc Thùy Linh
8 retailers
20 customers
14%
Đỗ Thanh Ngân
8 retailers
20 customers
14%
Phạm Quang Thụy
8 retailers
20 customers
14%
Analysis
1. Penetration
2. Market share
3. Relative market share
1. Penetration
2. Market share
3. Relative market share
1. Penetration
2. Market share
3. Relative market share
1. AAU
2. Projection of sales
3. Distribution
1. AAU
2. Distribution
3. Price premium of Colgate
1. Overall data
2. Projection of sales
3. Distribution
1. Overall data
2. Distribution
3. Price premium of Crest
ii
4. Price premium of Sensodyne
5. HUI
4. Price premium of PS
5. HUI
4. Price premium of Sensodyne
5. CDI
4. Price premium of Close Up
5. CDI
4. BDI
5. Projection of sales
4. Price premium of Aquafresh
5. BDI
4. BDI
5. Projection of sales
1. Overall data
Surveyed Sample
Results from customers' survey
661
Sum
Brands
PS
Colgate
Close Up
Sensodyne
Aquafresh
Crest
Others
Awareness
659
658
626
559
266
186
Knowledge
459
272
477
410
77
51
Prefered/ Likeability
269
169
323
273
50
46
321
267
215
152
44
38
Definitely
200
179
138
113
39
32
Probably
235
239
266
178
97
66
Maybe
140
139
146
183
177
42
Probably not
51
48
54
103
174
208
Definitely not
35
56
57
84
174
203
Current brand purchased
208
145
95
77
30
17
10
Purchase frequency (monthly)
1,20
1,16
1,23
1,14
1,05
1,04
1,02
Volume per perchase (unit)
1,42
1,31
1,31
1,57
1,73
1,88
1,25
Customer Satisfation
104
80
61
50
16
13
9
50%
55,17%
64,21%
64,94%
53,33%
76,47%
90%
29.159
37.703
34.822
60.409
53.013
138.471
55.806
Have purchased
Purchase
intention
(Results from
non-customers)
582
Volume per trial purchase
Satisfaction
Weighted average price per unit (VND)
1
Distribution
PS
Numeric Distribution
ACV
PCV
CPR
Colgate
93,99%
97,42%
97,70%
100,29%
Summarised
(%)
Top of Mind
Close Up
Sensodyne
91,85%
96,92%
95,96%
99,01%
72,96%
94,22%
89,13%
94,60%
95,28%
98,22%
96,22%
97,97%
Aquafresh
44,64%
82,36%
68,05%
88,63%
Crest
7,30%
3,63%
5,12%
140,89%
Brands
PS
Colgate Close Up Sensodyne Aquafresh
Crest
Thái
Dương
Doreen Dr. White
51,74%
27,84%
10,89%
5,75%
1,82%
0,91%
0,30%
0%
0%
Awareness Awareness
99,70%
99,55%
94,70%
84,57%
40,24%
28,14%
36,91%
10,59%
28,29%
Knowledge
69,65%
41,34%
76,20%
73,35%
28,95%
27,42%
33,61%
4,29%
32,09%
Preffered/ Likeability
58,61%
62,13%
67,71%
66,59%
64,94%
90,20%
54,88%
100%
0%
Bought (good rate)
60,54%
67,42%
54,38%
55%
45,00%
54,55%
30%
50%
Not yet (good rate)
39,46%
32,58%
45,63%
45%
55,00%
45,45%
70%
50%
Good rate
54,65%
52,66%
49,54%
51,28%
40,00%
47,83%
22,22%
66,67%
Trial
81,03%
82,76%
2,74%
66,67%
54,55%
40,00%
57,14%
100%
Repeat
97,75%
100%
91,95%
93,51%
88,89%
83,33%
100%
100%
Total
91,16%
94,38%
51,25%
81,43%
70,00%
63,64%
70%
100%
Trial
2,58%
6,36%
4,98%
10,82%
2,06%
2,92%
2,75%
0,52%
0,86%
Repeat
52,58%
41,07%
31,96%
24,23%
6,70%
5,84%
1,03%
0,34%
0,17%
Promoters
20,33%
21,94%
27,42%
32,86%
38,46%
36,36%
50%
0%
0%
Passives
44,59%
46,41%
44,09%
45%
35,90%
30,30%
33,33%
100%
100%
Detractors
35,08%
31,65%
28,49%
22,14%
25,64%
33,33%
16,67%
0%
0%
-14,75%
-9,70%
-1,08%
10,71%
12,82%
3,03%
33,33%
0%
0%
Perceived
Attitudes
Purchase
Intention
Buying
behavior
Usage
Recommend
NPS
2
Penetration
Market
PS
Colgate
Close Up
Sensodyne Aquafresh
Crest
Others
88,05%
Brand
48,56%
40,39%
32,53%
23,15%
6,66%
5,75%
5,60%
Penetration share
55,15%
45,88%
36,94%
26,29%
7,56%
6,53%
6,36%
Market share
PS
Colgate
Close Up
Sensodyne Aquafresh
Crest
Others
Unit
36,69%
22,81%
15,84%
14,26%
5,64%
3,44%
1,32%
Revenue
25,52%
20,51%
13,16%
20,56%
7,13%
11,36%
1,76%
Relative market share
PS
Colgate
Close Up
Sensodyne Aquafresh
Crest
Others
Unit
160,86%
62,17%
69,47%
62,55%
24,73%
15,08%
5,79%
Revenue
124,40%
80,38%
64,16%
100,21%
34,77%
55,40%
8,56%
Price premium
PS
Compared to Colgate
77,34%
100%
92,36%
160,22%
69,56%
89,94%
83,07%
144,10%
Compared to the market
41.920
Colgate
3
Close Up
Sensodyne Aquafresh
Crest
Others
140,61%
367,27%
148,01%
126,46%
330,32%
133,12%
2. Main analysis
Surveyed Sample
Results from customers' survey
661
Sum
Awareness
Knowledge
Prefered/ Likeability
Have purchased
Definitely
Probably
Maybe
Probably not
Definitely not
Volume per trial purchase
Purchase
intention
(Results from
non-customers)
Current brand purchased
Purchase frequency (monthly)
Volume per perchase (unit)
Customer Satisfation
Satisfaction
Weighted average price per unit (VND)
582
Brands
PS
Colgate
Close Up
Sensodyne
Aquafresh
Crest
Others
659
459
269
658
272
169
626
477
323
559
410
273
266
77
50
186
51
46
321
267
215
152
44
38
200
235
140
51
35
179
239
139
48
56
138
266
146
54
57
113
178
183
103
84
39
97
177
174
174
32
66
42
208
203
208
1,20
1,42
104
50%
145
1,16
1,31
80
55,17%
95
1,23
1,31
61
64,21%
77
1,14
1,57
50
64,94%
30
1,05
1,73
16
53,33%
17
1,04
1,88
13
76,47%
10
1,02
1,25
9
90%
29.159
37.703
34.822
60.409
53.013
138.471
55.806
To summarize the Overall Data, we move to the first part of the Table:
• Top of mind: According to the survey, PS is the brand which is on top of consumers' minds with 51,74% of participants popping
up the brand name while they are being asked. The second one is Colgate with 27,84% which is almost less than half compared to
the first brand. Moreover, Close Up is 10,89% and Sensodyne is 5,75%.
• Awareness: PS is the brand which is known best, with 99,70% while Colgate and Close Up are 99,55% and 94,70% respectively.
The fourth place is Sensodyne with 84,57% of awareness and the others go with less than 40% of awareness.
4
• Knowledge: There is 69,65% who have the awareness of PS exactly know the brand. It is even worse for Colgate when only 41,34%
people remember Colgate’s positioning. However, at Close Up and Sensodyne, there are 76,20% and 73,35% people know the
slogan respectively. The others have the knowledge ratio below 34%.
• Prefer/ Likeability: PS has the least likeability ratio with 58,61% people who understand the positioning like the brand. Thus, Close
Up has the highest ratio for this index with 67,71% while Sensodyne and Colgate are slightly less with 66,59% and 62,13%
respectively.
• About the purchase intention of PS, there are 30,26% of participants who answer “Definitely buy”, 35,55% said “Probably buy”,
21,18% is puzzled to make a decision, 7,72% think they may not buy” and 5,3% said “Definitely no”.
• About the purchase intention of Colgate, there are 27,08% of participants who answer “Definitely buy”, 36,16% said “Probably
buy”, 21,03 % is puzzled to make a decision, 7,26% think they may not buy” and 8,47% said “Definitely no”.
• About the purchase intention of Close Up, there are 20,88% of participants who answer “Definitely buy”, 40,24% said “Probably
buy”, 22,09% is puzzled to make a decision, 8,17% think they may not buy” and 8,62% said “Definitely no”.
• About the purchase intention of Sensodyne, there are 17,10% of participants who answer “Definitely buy”, 26,93% said “Probably
buy”, 27,69% is puzzled to make a decision, 15,58% think they may not buy” and 12,71% said “Definitely no”.
• About the Customer Satisfaction, Sensodyne has fulfilled consumers the most with 64,94% of consumers who buy the brand satisfy
about the function. Following up are Close Up and Colgate with 64,21% and 55,17 respectively. The brand which has the least
percentage is PS with only 50% of consumers feeling satisfied.
5
2.1. Distribution
Distribution
Numeric Distribution
ACV
PCV
CPR
PS
93,99%
97,42%
97,70%
100,29%
Colgate
95,28%
98,22%
96,22%
97,97%
Close Up
Sensodyne
91,85%
96,92%
95,96%
99,01%
72,96%
94,22%
89,13%
94,60%
Aquafresh
44,64%
82,36%
68,05%
88,63%
Crest
7,30%
3,63%
5,12%
140,89%
According to Numeric Distribution data of the Colgate, 95,28% of retailers are selling the Colgate. Colgate ranked first in coverage,
1,29% greater than the PS with second (93,99%) coverage.
⇒ The Colgate is more widely distributed than other brands.
According to ACV data of the Colgate, the total size of retailers are selling the Colgate amount to 98,22% of the entire retail market
that is distributing the Colgate. Colgate ranked first in total size of retailers selling Colgate, 0,8% higher than PS.
⇒ Consumer spending budget is concentrated in stores selling Colgate.
According to Colgate PCV data, the total size of the category of retailers selling the Colgate amount to 96,22% of the entire toothpaste
category. However, there was 1,48% lower than the category size of retailers that sold the PS and higher than the retailers that sold Close
Up, Sensodyne, Aquafresh and Crest.
⇒ Consumer budgets for toothpaste are concentrated in stores selling Colgate.
According to Colgate Category Performance Ratio data, we see ACV> CPR and PCV
According to Numeric Distribution and ACV data of the Colgate, there are 95,28% of retailers selling Colgate, amounting to 98,22%
of the total size of retailers selling Colgate. Only 4,27% of retailers have not sold Colgate and only amount to 1,79% of total size of
Colgate. Meanwhile, Aquafresh is large-size despite its low level of distribution of only 44,64%.
⇒ Colgate distribution retail were large, possibly due to the distribution systems suitable for selling Colgate., possibly due to distribution
systems suitable for selling Colgate. However, it is important to pay attention to the Aquafresh brand, if they expand the numeric
distribution, there is a high risk those consumers will switch to Aquafresh.
6
According to Numeric Distribution and ACV data of the Colgate, the percentage of ACV is 2,94% higher than the percentage of
Numeric Distribution.
⇒ Colgate's distribution network has many large-size retailers.
According to Numeric Distribution and PCV, the percentage of PCV is 0,94% greater than the percentage of Numeric Distribution.
⇒ Colgate's distribution system is capable of selling slightly more than the entire industry's distribution system.
2.2. Behavior
Summarised
(%)
Brands
PS
Top of Mind
51,74%
Awareness Awareness
99,70%
Knowledge
69,65%
Preffered/ Likeability
58,61%
Bought (good rate) 60,54%
Perceived
Not yet (good rate) 39,46%
Attitudes
Good rate
54,65%
Trial
81,03%
Purchase
Repeat
97,75%
Intention
Total
91,16%
Trial
2,58%
Buying
behavior
Repeat
52,58%
Promoters
20,33%
Usage
Passives
44,59%
Recommend
Detractors
35,08%
NPS
-14,75%
Colgate Close Up Sensodyne Aquafresh
27,84%
99,55%
41,34%
62,13%
67,42%
32,58%
52,66%
82,76%
100%
94,38%
6,36%
41,07%
21,94%
46,41%
31,65%
-9,70%
10,89%
94,70%
76,20%
67,71%
54,38%
45,63%
49,54%
2,74%
91,95%
51,25%
4,98%
31,96%
27,42%
44,09%
28,49%
-1,08%
7
5,75%
84,57%
73,35%
66,59%
55%
45%
51,28%
66,67%
93,51%
81,43%
10,82%
24,23%
32,86%
45%
22,14%
10,71%
1,82%
40,24%
28,95%
64,94%
45,00%
55,00%
40,00%
54,55%
88,89%
70,00%
2,06%
6,70%
38,46%
35,90%
25,64%
12,82%
Crest
0,91%
28,14%
27,42%
90,20%
54,55%
45,45%
47,83%
40,00%
83,33%
63,64%
2,92%
5,84%
36,36%
30,30%
33,33%
3,03%
Thái
Doreen Dr. White
Dương
0,30%
0%
0%
36,91% 10,59%
28,29%
33,61%
4,29%
32,09%
54,88%
100%
0%
30%
50%
70%
50%
22,22% 66,67%
57,14%
100%
100%
100%
70%
100%
2,75%
0,52%
0,86%
1,03%
0,34%
0,17%
50%
0%
0%
33,33%
100%
100%
16,67%
0%
0%
33,33%
0%
0%
According to the Awareness Data Sheet, PS is right about the top of mind index (51,74%), followed by Colgate (27,84%), the
difference is 23,9%. Following are the brands Close Up (10,89%), Sensodyne (5,75%).
Based on consumer preference, Colgate received the highest popularity among brands, even though Colgate brand consumer
understanding was only 41,34% (ranked 4th in terms of understanding trademark).
Based on consumer perceptions, they gave the best reviews for Colgate after buying, but PS was the best rated product even though
the consumer did not buy it. In summary, good consumer reviews for Colgate are only ranked No. 2.
Based on consumers' intent to buy units, those who feel good about Colgate after buying have intention to buy again, those who feel
good about Colgate, even though they have not bought the product, intend to product purchase is 82.76%, the highest among brands.
Based on the buying behavior of consumers, the percentage of consumers who tried Colgate was only at the second place (6.36%),
while Sensodyne ranked first in terms of product trial rate. In addition, the percentage of people who bought Colgate also at the second
(41.07%), while PS ranked first in the percentage of consumers who bought the product.
Based on product recommendation rates, Colgate's NPS ratio <0, Colgate's low availability of product offerings, indicates that
Colgate's customer base is not good and that customer base brand loyalty is not too much.
=> We can see that Sensodyne, Crest, Aquafresh are specializing in the treatment of dental problems, so consumers are ready to
recommend this product, whereas Colgate, PS, Close Up are popular. It is easy to find similar products on the market where consumers
are not willing to introduce products.
8
2.3. Penetration
Penetration
Market
PS
Colgate
Close Up
Sensodyne Aquafresh
Crest
Others
88,05%
Brand
48,56%
40,39%
32,53%
23,15%
6,66%
5,75%
5,60%
Penetration share
55,15%
45,88%
36,94%
26,29%
7,56%
6,53%
6,36%
Based on the table given, 88,05% of the total population have bought toothpaste for 3 months, 12,95% haven’t bought it yet. This is
a nearly saturated market, creating barriers for new businesses to penetrate the market, and also the index used as a basis for proposing
marketing strategies for businesses.
According to brand penetration, PS is the brand with the highest number of customers (48,56%), followed by Colgate with 40,39%,
ranked next turn are Close Up, Sensodyne, Aquafresh, Crest and other brands:
• 48,56% of people have purchased PS.
• 40,39% of people have purchased Colgate.
• 32,53% of people have purchased Close Up.
• 23,15% of people have purchased Sensodyne.
• 6,66% of people have purchased Aquafresh.
• 5,75% of people have purchased Crest.
• 5,60% of people have purchased other brands.
According to penetration share, PS has the highest penetration share in the market. However, the penetration of Colgate is ranked
second and just followed by PS amount to 5%. Therefore, there is no big difference among these two brands and Colgate has the ability to
shorten the gap with its competitors and rise to No. 1 in the near future.
9
2.4. Market share, Relative market share, Price premium
Market share
PS
Colgate
Close Up
Sensodyne Aquafresh
Crest
Others
Unit
36,69%
22,81%
15,84%
14,26%
5,64%
3,44%
1,32%
Revenue
25,52%
20,51%
13,16%
20,56%
7,13%
11,36%
1,76%
Relative market share
PS
Colgate
Close Up
Sensodyne Aquafresh
Crest
Others
Unit
160,86%
62,17%
69,47%
62,55%
24,73%
15,08%
5,79%
Revenue
124,40%
80,38%
64,16%
100,21%
34,77%
55,40%
8,56%
Price premium
PS
Compared to Colgate
77,34%
100%
92,36%
160,22%
69,56%
89,94%
83,07%
144,10%
Compared to the market
41.920
Colgate
Close Up
Sensodyne Aquafresh
Crest
Others
140,61%
367,27%
148,01%
126,46%
330,32%
133,12%
According to Market share table given:
The total numbers of the market share of big-four brands (PS, Colgate, Close Up and Sensodyne) is 89,60%. Therefore, this is a form
of market concentration.
Colgate has the second-highest unit and revenue market share. The competitor has the highest unit and revenue market share is PS.
Overall, PS, Colgate and Close Up have the percentage of unit market share higher than the percentage of revenue market share =>
1 unit sold, they get an amount of money which is smaller than they should be in the market.
Sensodyne, Aquafresh, Crest and other brands have the percentage of unit market share lower than the percentage of revenue market
share => 1 unit sold, they get an amount of money which is higher than they should be in the market.
10
According to Relative market share table given:
The brand that are choosing to analyze is Colgate
• Unit market share of PS = 160,86% unit market share of Colgate
• Unit market share of Colgate = 62,17% unit market share of PS (the biggest competitor)
• Unit market share of Close Up = 69,47% unit market share of Colgate
• Unit market share of Sensodyne = 62,55% unit market share of Colgate
• Unit market share of Aquafresh = 24,73% unit market share of Colgate
• Unit market share of Crest = 15,08% unit market share of Colgate
• Unit market share of other brands = 5,79% unit market share of Colgate
According to Price premium table given:
The brand that are choosing to analyze is Colgate
• The weighted average price of Colgate higher than PS 22,66%
• The weighted average price of Colgate higher than CloseUp 7,46%
• The weighted average price of Colgate lower than Sensodyne 60,22%
• The weighted average price of Colgate lower than Aquafresh 40,61%
• The weighted average price of Colgate lower than Crest 267,27%
=> The population still accepts Crest's price even though its price is much higher than Colgate. However, Crest was not in the same
segment as Colgate so we decided Crest was not a potential competitor.
11
2.5. Category Developing Index, Brand Developing Index, Heavy Usage Index
CDI
Income
<4.5mil
Brands Sales to Group
Households in Group
4.5 - 10.5mil
10.5 - 30mil
185,625
330,75
413,049
111,02
99
210
221
52
Total Brand Sales
1040,444
Total Households
582
Frequency
Intensity
CDI
>30mil
1,25
1,05
1,11
1,07
1,5
1,5
1,68
2
1,05
0,88
1,05
1,19
Group <4.5mil: The power purchasing of low-income (<4.5m) households is higher than the average heavy usage in the toothpaste
category.
Group 4.5 - 10.5mil: The power purchasing of middle-income (4.5 - 10.5mil) households is lower than the power purchasing in the
toothpaste category. This is the group with the power purchasing in the toothpaste category.
Group 10.5 - 30mil: The power purchasing of upper-middle income (10.5 - 30mil) households is higher than the power purchasing
in the toothpaste category.
Group >30mil: The power purchasing of high-income (>30mil) households is higher the power purchasing in the toothpaste
category. This is the group with the highest the power purchasing in the toothpaste category.
All in all, this is the basis for advertising budget allocation decisions that can be taken to maximize product portfolio profits.
12
Colgate
Brands Sales to Group
Households in Group
Total Brand Sales
Total Households
Frequency
Intensity
BDI
<4.5mil
54,56
25
1,24
1,76
1,21
BDI
4.5 - 10.5mil
10.5 - 30mil
81,42
102,67
52
56
260,90
145
1,12
1,33
1,40
1,38
0,87
1,02
>30mil
22,25
12
1,03
1,81
1,03
In the low-income (<4.5mil) group, Colgate's purchasing power was highest among 4 groups.
Three groups (<4.5mil/month, 10.5-30mil/month and >30mil/month) perfom slightly well than in the market as a whole.
The group with the lowest purchasing power is middle-income (4.5 - 10.5mil). This group perfoms slightly less well in the 4.5-10.5
milion/month group than in the market as a whole.
HUI
Frequency
Intensity
Average Total Purchases in Category by Brand Customers
Category's Frequency
Category's Intensity
Average Total Purchases in Category by All Customers for Toothpaste categories
HUI
PS
Colgate Close Up Sensodyne Aquafresh Crest
1,20
1,16
1,23
1,14
1,05
1,04
1,42
1,31
1,31
1,57
1,73
1,88
1,70
1,52
1,61
1,79
1,82
1,96
1,15
1,5
1,73
0,99
0,88
0,93
1,04
1,05
1,13
Crest heavy usage index is the strongest (1,13). Combined with the unit market share index, while Crest's customer base is small,
they have a strong heavy usage and feel satisfied.
Colgate heavy usage index is the smallest (0,88), seems Colgate to have many product lines, causing confusion for customers.
Meanwhile, brands with strong heavy usage index such as Sensodyne, Aquafresh and Crest focused on developing the quality of a
specialized product.
13
Combination of CDI and BDI index: CDI and BDI of the group of low-income customers with fast development (1,05 and 1,21).
Combining these two indices, we can see that this group is currently the best market segment. Colgate should focus on allocating
advertising budgets and choosing the right approach for this audience to maximize profits.
3. Projection
PS
Colgate
Close Up
Sensodyne
Aquafresh
Crest
Definitely (#)
200
179
138
113
39
32
Probably (#)
235
239
266
178
97
66
Definitely (%)
30,26%
27,08%
20,88%
17,10%
5,90%
4,84%
Probably (%)
35,55%
36,16%
40,24%
26,93%
14,67%
9,98%
The First Adjustment
% Reality bought (assume) - definitely
80%
80%
80%
80%
80%
80%
% Reality bought (assume) - probably
30%
30%
30%
30%
30%
30%
Definitely (%)
24,21%
21,66%
16,70%
13,68%
4,72%
3,87%
Probably (%)
10,67%
10,85%
12,07%
8,08%
4,40%
3%
The Second Adjustment
Total trial
34,87%
32,51%
28,77%
21,75%
9,12%
6,87%
Awareness
99,70%
99,55%
94,70%
84,57%
40,24%
28,14%
ACV
97,42%
98,22%
96,92%
94,22%
82,36%
3,63%
Adjusted trial rate (2nd)
33,87%
31,79%
26,41%
17,34%
3,02%
0,07%
Projection Of Sales In Next Year
Market size (assume)
1500
1500
1500
1500
1500
1500
Total trial consumers
508,02
476,82
396,19
260,03
45,35
1,05
1
1
1
1
1
1
508,02
476,82
396,19
260,03
45,35
1,05
95,33%
89,51%
86,51%
92,76%
88,64%
89,47%
484,2777
426,8144
342,7536
241,2084
40,1972
0,9420
Unit per purchase
Total trial units
Repeat rate
Total repeat consumers
14
Frequency (per year)
14,40
13,92
14,76
13,68
12,60
12,48
Unit per purchase
1,42
1,31
1,31
1,57
1,73
1,88
Total repeat units
9.902,51
7.783,05
6.627,35
5.180,58
876,22
22,10
10.410,53
8.259,86
7.023,54
5.440,60
921,57
23,15
Total sales projection
Projection Of Market Share In Next Year
Unit Sales (#)
9.902,51
7.783,05
6.627,35
5.180,58
876,22
22,10
Unit Market Share
32,58%
25,61%
21,81%
17,05%
2,88%
0,07%
288.747.311
293.444.178
230.777.471
312.953.563
46.450.932
3.060.273
24,57%
24,96%
19,63%
26,62%
3,95%
0,26%
Sales Revenue (VNĐ)
Revenue Market Share
About the projection, Sensodyne has the highest ratio about the number of consumers who are willing to recommend the brand to the
others. Following up is Close Up with 64,21% while Colgate and PS are 55,17% and 50% respectively. These are may the result of the
satisfaction of the consumers which are produced by the products function and positioning activities.
The Trial rate after 2 times of adjustment of PS is 34% which is the highest. Following up are Colgate, Close up and Sensodyne with
32%, 26% and 17% respectively. However, the result in Repeat rate is slightly different. Although PS is still the highest ratio with 95,33%,
the second place is replaced by Sensodyne with 92,76%. Moreover, Colgate repeat rate is still higher than Close Up with 89,51% while
the other has only 86,51%. By this, we can see that the function of Sensodyne is their strength because the consumers who did use it are
willing to buy it again.
To sum up, the projection of sales of PS is 10.410,53 units while Colgate, Close Up and Sensodyne are 8.259,86; 7.023,54 and
5.440,60 units respectively.
Colgate's total sales projection in next year is 7.783,05 units, corresponding to a 25,61% unit market share and 24,96% revenue
market share. This index, Colgate continued to maintain the second position in the toothpaste category. Colgate's biggest competior - PS,
maintains in first place. When compared by unit market share, Colgate was ahead of PS with a gap of 6,95%, but when compared by
revenue market share, Colgate got 0,19% higher than PS. The following competitors by unit market share in turn are: Close Up, Sensodyne,
Aquafresh, and Crest.
15
