ATAR Variations: Different Business Models

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 in operation. This article highlights the various times that it will be necessary to modify … Read more…

Awareness in the ATAR Model

Understanding Awareness in ATAR 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 they buy it. How is awareness determined? Some companies will use market research surveys to … Read more…

Videos on the ATAR Forecasting Model

Please note that there are three videos below: How to use the ATAR template on this website How to build your own ATAR forecast model on Excel Understanding financial metrics for marketing

ATAR Theory

Welcome to the theory section of the ATAR forecasting model website. 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 of the ATAR forecasting approach. In this theory section you will find information regarding: the … Read more…

Buying Units in the ATAR Forecast Model

What is a “buying unit” in the ATAR forecasting model? 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 units” (or number of units purchased). However, these two terms are completely unrelated and could … Read more…

ATAR Formula

The ATAR Forecasting Model Formula 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. The letters in the ATAR model stand for A = Awareness T = Trial A … Read more…

Multi-Attribute Attitude Model: Excel Template

Measuring Consumer Attitudes 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 word-of-mouth actions. Positive attitudes will lead to positive behavior. But attitudes are quite complex and … Read more…

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…