# Total Sales (also called Total Purchases) =

## When should you recommend a Penetration Strategy?

• A Penetration Strategy should be used any time you are trying to bring new buyers to your brand.
• Example: A manufacturer may try to entice new consumers to buy a product by increasing displays near the registers.

## When should you recommend a Purchase Frequency  Strategy?

• A Purchase Frequency strategy should be used anytime you are trying to get consumers to purchase the product more often or make the product part of their regular repertoire.
• Example: An Ice Cream Manufacturer may repackage to include only 6 ice cream bars in a box of 10, to generate consumers return more quickly.

## When should you recommend a Purchase Size Strategy?

• A Purchase Size strategy should be used when the focus is to get consumers to purchase a larger size or greater quantity of the item.
• Example: A Soft Drink Manufacturer may have a reduced price to influence consumers to make all their purchases for the month on a single trip.

## Knowledge Check

### Identification of Product Strengths

Based on below table determine the underlying consumer measure with the most strength for each fruit.

 Share Penetration AWOP Apples 20% --> 20% x 10 Apples Pineapples 20% --> 50% x 2 Pineapples
• Apples
Annual Purchase Rate (AWOP)
• Pineapples

### Product Growth Strategies

Choose the appropriate growth strategy for each fruit.

 Share Penetration AWOP Apples 20% --> 20% x 10 Apples Pineapples 20% --> 50% x 2 Pineapples
• Apples
• Pineapples

### Penetration

Based on the picture, calculate the penetration for apples, pineapple and the fruit category.

1. The penetration of  apples is
2. The penetration of  pineapples is
3. The penetration of  the category of fruits is

### Relative Penetration

Based on the picture, select the Relative Penetration for apples and pineapples.

1. The Relative Penetration for apples is
2. The Relative Penetration for pineapples is

### Average Weight of Purchase

Based on the picture, calculate the AWOP for fruit, apples and pineapple.

1. The AWOP for fruits is
2. The AWOP for apples is
3. The AWOP for pineapples is

### Purchase Frequency

Calculate the Purchase Frequency of fruit, apples and pineapple.

The Purchase Frequency of fruits is

The Purchase Frequency of apples is

The Purchase Frequency of pineapples is

### Purchase Size

Calculate the Purchase Size of  apples and pineapple.

The Purchase Size of apples is

The Purchase Size of pineapples is

### Consumer Perceived Deal/Offer

Panelists also record the type of offer / deal received with their purchases. Types of Deals differ by country, but can include:

• Manufacturer Coupon
• Store Coupon
• Store Deal
• Price Reduction
• Any Other Offer

### Knowledge Check

1. A strategy focusing on increasing loyalty will require Marketing efforts targeting which component of Sales?

2. Based on the below picture, select the Loyalty of households to pineapples and apples.

1. The Loyalty of HH #1 to pineapples is
2. The Loyalty of HH #2 to pineapples is
3. The Loyalty of both households to pineapples is
4. The Loyalty of HH #1 to apples is
5. The Loyalty of HH #2 to apples is
6. The Loyalty of both to apples is

## Using Homescan

### Knowledge Check

Our family loves Loca-Cola. We buy 2 cases of Loca-Cola on our first shopping trip of the month every month. This is all of our purchases of Loca-Cola during the year. Match the measure with our purchasing.
• AWOP
24
• Purchase Size
2
• Purchase Frequency
12