Prepared by a marketing lecturer, designed for university-level students
The standard ATAR forecasting model relies upon all four elements of the ATAR components, namely: awareness, trial, availability and repeat/rebuy.
But it is quite likely you will need to use a modified ATAR model because of the different business models … Read more...
The starting point of the ATAR forecasting model is A = Awareness.
This is a measure of what proportion (percentage) of consumers (or other buying units) will become aware of the product – whether or not … Read more...
Please note that there are three videos below:
In this area of the website, you’ll find general articles relating to using the ATAR model and its structure. Please click here for more information on the formula/technical parts… Read more...
Click here to download the free Excel template for the ATAR forecasting model
Important note: There is example data in the yellow cells of the spreadsheet – you should delete this example (the data) and then enter your own ATAR … Read more...
The starting point in the ATAR forecast is the number of buying units, which is sometimes a misunderstood term.
Unfortunately, some marketing students confuse the term “buying units” with “sales … Read more...
The ATAR forecasting model is generally used to help marketers forecast sales volumes, sales revenue and profit contribution – primarily for new products, but it can essentially be used for any marketing campaign or project.… Read more...
A brand’s ability to measure consumer attitudes provides a very helpful insight into what is driving consumer behavior. Generally a consumer’s attitude towards the various brands in the marketplace has a significant influence over their purchase and … Read more...
The opportunity for growth in unit sales is underpinned by two aspects:
The market share metric is relevant in the following circumstances:
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…
There are three free Excel templates available for download on this site. Please go to their download pages on the site, as follows:
Template for market shares and price premium
The terms of marketing metrics and analytics are often used interchangeably, but they do refer to slightly different concepts.
A metric can be defined as a single measuring system that quantifies a trend, dynamic, or … Read more...
The first set of reasons to use marketing metrics is to increase the skill level and experience of the marketing team.
The field of marketing is … Read more...
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 … Read more...
When calculating relative market shares, a decision needs to be made of whether to monitor relative market shares based upon unit sales or based upon revenue share? Most firms would utilize and … Read more...
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 … Read more...
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 … Read more...
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…
The Herfindahl index is a variation of the market concentration marketing metric. Instead of a simple sum of the market shares of the larger brands in the marketplace, the Herfindahl index applies a multiple (squared) … Read more...
