Why benadryl increase in sales in market


Discuss the below

Q: Below are hypothetical sales figures (in millions) for competing allergy-relief medications. Calculate the market share for each competitor for the years 2011 and 2012, and rank and discuss their relative market shares and market positions over the same period. Round to the first decimal place. Then graph two pie charts (one for 2011 and one for 2012) illustrating the information.

All graphs must be shown in color.

Identify two statements that you can make from the numbers/graphs. Remember, we do not have enough information to determine for a fact if any one brand has taken share from a competitive brand based on the data in front of us. At this point some of this data simply "suggests" certain information.

Competitor

2012 Sales

2011 Sales

Dimetapp

$120.7

$100.4

Chlor-Trimeton

99.6

80.6

Benadryl

226.0

200.0

Private-Label

87.5

91.0

Tylenol/Allergy

115.8

95.1

Tavist I

104.5

62.4

Allarest

29.2

25.1

Others

26.7

20.7

Total

810.0

675.3

Explain why Benadryl's increase in sales from 2011 to 2012 was not reflected in an increase in market share. In your response, state the overall percentage change from 2011 to 2012.

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Marketing Management: Why benadryl increase in sales in market
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