Post Cereal
Even though Post has shown a 12% decline in their children’s cereal market as compared to one year earlier, in general, Post’s increase in their marketing expenditure over the past few years appear to show significant results, but let us analyze by numbers. The increases in marketing are spread between trade deals, advertising, and premiums. Consequent to those increases, let us measure from 1985 to 1990, that the share Post held in the children’s cereal market had dramatic increases from 35% to 41% over that period. (That share of the market does not reflect an increase in population over that period, thus making the actual number of sales that much larger, roughly 2-3%/year). Calculating the numbers (Total Market Sales * Post’s Share = Total Revenue) the following represents the yearly revenues = 1985 = $27.3 mil; 1986 = $28.7mil; 1987 = $28.9; 1988 = $36.1; 1989 = $44mil; 1990 = $48.79mil. Now, taking those numbers, we can get the amount spent yearly on Marketing as......
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