Two main growth paths for market share

Two broad areas of growth – the market itself and market share The opportunity for growth in unit sales is underpinned by two aspects: The level of growth in the marketplace – that is, the growth phase of the product life-cycle, where new consumers start purchasing the product category for the first time – this … Read more…

When to use market share

When to use market share? The market share metric is relevant in the following circumstances: reasonably accurate information of most/all key competitors sales is available, the firm has a good understanding of the scope of its market/s and the competitive position of the brand is important. Therefore, it is more commonly used for firms/brands that … Read more…

Free Excel template for market shares

Here you can download the free Excel template to calculate market shares Remember to check out all the free Excel templates available on Market Share Calculations The market share spreadsheet should look like this when you open it…

Share of hearts

Hierarchy of effects model and share of minds and share of hearts There are numerous hierarchy of effects models that are covered in marketing literature. Probably the most common one was developed in 1961 and is a six stage model usually included in a Philip Kotler marketing textbook. However, as this website is dedicated to … Read more…

Using relative market share to track competitors

Relative Market Shares – Not Against the Market Leader Not all firms are interested in bench-marking themselves against the market leader – which is the more common calculation of relative market shares. Indeed, for many small firms, this may be a relatively meaningless metric. Instead these firms might vary the calculation of relative market share … Read more…

Why use relative market share?

As a benchmark against the market leader Relative market share is a marketing metric that is essentially used as a benchmark against the market leader. Market shares will move around for many reasons and underlying factors, but this metric allows the brand to track their performance against the biggest brand in the marketplace. It allows … Read more…

Free Excel template for relative market share

Here is the download link for the Free Excel template for relative market shares Please check out all the free Excel spreadsheets available for download on Market Share Calculations. The relative market shares template should look like this…