The Industry Benchmark Report is a summary of all firms’ key results so you can benchmark yourself against your competitors. Click on the image below for an example report:
The Sales Revenue listed for each is the total wholesale sales revenue for each company’s products.
The Cost of Goods Sold is the number of units of a particular product sold multiplied by its manufacturing cost.
Gross Margin is the amount of profit that each firm made after the manufacturing costs were deducted.
Note: You have no control over either the wholesale price or the manufacturing cost of your product, so your aim to maximize sales revenue by running the most cost effective advertising campaign that you can.
The Evaluation Research expenditure lets you know how much market research your competitors are purchasing.
The Agency Fees let you know whether your competitors are using an Agency or not and how much it is costing them.
The Media Advertising expenditure allows you to see how much money your competitors are spending on Advertising, but now how they are allocating it to each media type.
Marketing Contribution is the amount of profit remaining after manufacturing (cost of goods sold) and marketing expenditures have been deducted. This is a measure of how profitable your firm is as a result of your decisions.
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