Parfitt/ Collins
Questions:
How can the future success of my brand (my launched brand) be forecasted?
What are the perspectives for my brand?
What market shares can my brand (my launched branch) achieve?
Use:
Forecast of middle term market share of newly launched brand a few months after the launch or any other brand on the market.
Content:
According to Parfitt/Collins it is possible to split market share into 3 factors:
Market Share = Penetration x Coverage of Demand x Intensity Factor.
Penetration will be forecasted based on the buyers development, Coverage of Demand based on development of Purchases of brand A (dynamic Coverage of Demand). The Intensity factor describes whether the brand buyer purchases the category over or under proportionately. We assume that it is constant.
