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Article: Data use fails a credibility test. (Letters).(McVitie's Group responds to market share survey)(Brief Article)(Statistical Data Included)
- Article from:
- Grocer
- Article date:
- November 10, 2001
- Author:
CopyrightCOPYRIGHT 2001 William Reed Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Sir; I am writing in response to a one-page advertisement by Burton's Jammie Dodgers that ran in the October 27 issue of The Grocer. Within the ad, Burton's stated that Jammie Dodgers holds a 29% brand share versus that of McVitie's BN with 3%.
I would like to respond on behalf of McVitie's. The TNS data used was taken from a four-weekly base that involved heavy promotion -- hardly robust! If you look on a YTD basis, the share for BN and Jammie Dodgers stands at 11% and 18% respectively. In fact, Jammie Dodgers has shown year on year decline at -13.4%. ...