Run Linear-Linear and Log-Log Regression Term Paper

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Display

The effectiveness of using display as a marketing mix variable is average. It has a coefficient of 0.253. This is in regard to all of the brands.

Feature

The effectiveness of using feature as a marketing mix variable is noted to be the most efficient for all of the brands. This is due to its high level of significance (0.315).This means that it is the variable which should be perfected by all of the brands

(c) Store 4 is the largest store in the market with more than 40% of market share (see "Statistics"). As a brand manager for Coca-Cola, you are not happy about the fact that sales of Coca-Cola lag behind Pepsi, your major competitor, in the store. Can you explain why this happens? Also, can you recommend how to stimulate sales in store 4 by marketing more effectively? It would be useful to provide some numerical examples.

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Why Coca-Cola lags behind Pepsi in sales

A review of the statistical variable outcomes reveals that the most important marketing variables in order of important are feature, display and then price. A review of the feature variable of Coca-Cola reveals that it lies below the one for Pepsi by about 0.049. This means that Pepsi has a more significant feature variable than Coca-Cola. Cola-Cola however scores better than Pepsi in the other two variables; display and price.

Stimulate sales in store 4 by marketing more effectively

Since Feature appears to be the most appropriate marketing variable to use in improving Coca-Cola sales, the company must work extra hard in improving this variable. This would help the company in becoming the best in regard to sales

Conclusion

This analysis indicates that in regard to the selection of the most appropriate marketing variable,….....

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