For Only Measuring Marketing Performance
Abu khaled
exam20120excel20spreadsheet-2.xlsxTable 1
| Table 1: Volume | |||||||
| U.S. Cigarette Industry | |||||||
| 2009 | 2010 | 2011 | 2012 | 2013 | 2014 | ||
| Total U.S. Volume (in Billions) | 315.7 | 303.6 | 293.1 | 286.3 | 273.2 | 264.6 | |
| Growth Rate (%) | ----- |
Table 2
| Table 2: Market Share | ||||
| Top Companies in U.S. Cigarette Industry | ||||
| Top Companies in U.S. Market | 2014 Unit Market Share (%) | # Units Sold by Company (Billions) | ||
| Altria Group | 42.40% | |||
| Reynolds American | 23.70% | |||
| Lorillard Inc. | 12.50% | |||
| British American | 5.30% | |||
| Philip Morris International | 4.10% | |||
| Imperial Tobacco | 3.70% | |||
| Vector Group | 3.00% | |||
| Japan Tobacco | 1.30% | |||
| Other Companies | 4.00% | |||
| Three-Firm Concentration Ratio | ||||
| Herfindahl Index (HHI) |
Table 3
| Table 3: 2014 RPMs (Revenue Passenger Miles) Units | |||
| U.S. Domestic Airline Industry - Domestic | |||
| 2014 Units Sold (RPM) | |||
| Southwest Airlines | 108,032.44 | ||
| Delta Air Lines | 98,662.28 | ||
| American Airlines | 125,670.39 | ||
| JetBlue Airways | 38,583.01 | ||
| SkyWest | 31,417.60 | ||
| Air Canada | 28,110.48 | ||
| Alaska Airlines | 27,559.30 | ||
| Republic | 11,574.90 | ||
| WestJet Airlines | 20,945.06 | ||
| Hawaiian Airlines | 13,779.65 | ||
| American Eagle | 22,047.44 | ||
| Spirit Airlines Inc. | 14,330.83 | ||
| Allegiant Air | 7,716.60 | ||
| Horizon | 2,755.93 | ||
| Three-Firm Concentration Ratio | |||
| Herfindahl Index (HHI) |
Table 4
| Table 4: 2013-2014 Volume (Unit Sales) | ||||
| Top Cigarette Brands in the U.S. Market | ||||
| North American Cigarette Brand Share | 2013 Volume | 2014 Volume | ||
| (in Billions) | (in Billions) | |||
| Cigarette Category (Total) | 273.2 | 264.6 | ||
| Marlboro (MO US) | 95.31 | 98.52 | ||
| Newport (LO US) | 28.88 | 28.90 | ||
| Pall Mall (RAI US) | 19.77 | 19.58 | ||
| Camel (RAI US) | 19.46 | 19.48 | ||
| Du Maurier (BATS LN) | 5.56 | 5.65 | ||
| Pyramid (VGR US) | 5.54 | 5.44 | ||
| Winston (RAI US) | 5.51 | 5.98 | ||
| Player’s (BATS LN) | 5.03 | 4.92 | ||
| L&M (MO US) | 4.75 | 5.90 | ||
| USA Gold (IMT LN) | 4.51 | 4.93 |
Table 5
| Table 5: Category Sales | |||
| Weekly U.S. Cigarette Sales by Region, 2014 | |||
| Sales out of 50,000 consumers (age 18+) | |||
| South | 21,157 | ||
| Midwest | 13,052 | ||
| Northeast | 9,554 | ||
| West | 6,258 | ||
| In the general population, 57,799 cigarette purchases are made in a population of 231,195 customers (age 18+). | |||
