Table 2 Failed vs survivor line...

Table 2

Failed vs survivor line extension mean penetration

Category	Line extension mean quarterly penetration – %
	Failed				Survivor
	Q1	Q2	Q3	Q4	Q1	Q2	Q3	Q4
Cookies	0.3	0.4	0.3	0.2	0.5	0.5	0.5	0.5
Coffee	0.3	0.3	0.3	0.2	0.6	0.7	0.6	0.7
Cereal	0.4	0.4	0.4	0.3	1.0	1.0	1.1	1.1
Toothpaste	0.3	0.3	0.4	0.2	0.6	0.5	0.5	0.6
Air freshener	0.8	0.6	0.6	0.5	1.3	1.3	1.3	1.4
Mean	0.4	0.4	0.4	0.3	0.8	0.8	0.8	0.8
Std deviation	0.2	0.1	0.1	0.1	0.1	0.3	0.3	0.4

Category	Line extension mean quarterly penetration – %
	Failed				Survivor
	Q1	Q2	Q3	Q4	Q1	Q2	Q3	Q4
Cookies	0.3	0.4	0.3	0.2	0.5	0.5	0.5	0.5
Coffee	0.3	0.3	0.3	0.2	0.6	0.7	0.6	0.7
Cereal	0.4	0.4	0.4	0.3	1.0	1.0	1.1	1.1
Toothpaste	0.3	0.3	0.4	0.2	0.6	0.5	0.5	0.6
Air freshener	0.8	0.6	0.6	0.5	1.3	1.3	1.3	1.4
Mean	0.4	0.4	0.4	0.3	0.8	0.8	0.8	0.8
Std deviation	0.2	0.1	0.1	0.1	0.1	0.3	0.3	0.4

Note(s):

The “average” survivor LE had a penetration that was around double the penetration that was achieved by the “average” failed LE in the first quarter directly after their launch

Source(s): Authors’ own work

[ViewLarge]

Sharing Unavailable