Your new brand launch has gained significant segment share, but which brands did it really steal from?  And what overall impact has it had on the segment? Based on early readings, what is your potential market share?

New Launch Impacted C and D

Case Study

Isolating the stores handling the new product and excluding non-handlers enabled a more focused analysis of the performance and impact of brand B.

Period 5 was selected as a base to ensure that a sufficiently large number of stores were handling the new launch. Those stores were then held constant forward in time to allow a proper examination of trends within a consistent set of stores. Any additional stores listing Brand B in periods 6 and 7 were excluded.

It was found that the new launch was growing consistently, to 8.9% in period 7. This share could be considered indicative of its total market potential should distribution continue expanding and the brand perform at a consistent rate.  C and D were the brands most affected by B’s launch.