RAHUL

Roll no:158908

Cats, Kibble, and Cable TV

TABLE 1:
1. If someone owns a dog, what is the % chance they watch Fox News? What if they
own a cat?
The % chance of a person who owns a dog watch Fox News is 30% and those who owns
a cat is 28.5%.
2. Which channel is much more likely to be watched by someone with 4 or more dogs
than an average American? What is the INDEX value for this channel? An INDEX
value of 100 is the benchmark for an average American adult to have 4 or more
dogs.
History channel would be more likely to be watched by someone with 4 or more dogs
than an average American. (37.7%)
3. Which channel is much LESS likely to be watched by someone with 4 or more cats
than compared to an average American? What is the INDEX value?
cooking channel would be more likely to be watched by someone with 4 or more cats
than an average American. (15%)
4. If we wanted to reach the absolute most 2 to 3 dog owning households by advertising
on only a single cable channel, which channel would we pick?
HH subscribes to Cable should be picked to reach the absolute most 2 to 3 dog owning
households
5. Based on these results, is it fair to say that Animal Planet watchers are more likely
to own either a cat or dog compared to the national average?
.

Animal Planet watchers are more likely to own either a cats.

6. Regardless of the number of dogs or cats someone owns (including zero!), about how
many U.S. adults in total said they watch the Cooking Channel?
21.4 million watch the cooking channel Regardless of the number of dogs or cats
someone owns.

RAHUL

Roll no:158908

TABLE 2:
Your friend assumed that Animal Planet is the best channel for finding pet owners who use
pet services frequently. Does your data support or contradict her belief? Why?
No, I wont, because HH subscribes to cable has more viewers than Animal planet.
TABLE 3:
1. Assuming people only buy from one of the three options, how many people in total
bought their pet food from a discount store, a pet specialty store, or directly from
their veterinarian? What % of this total bought from their veterinarian?
86.2million people in total bought their pet food from a discount store, a pet specialty
store, or directly from their veterinarian.
11.8% of this total bought from their veterinarian.
2. Which cable channel had viewers with the largest % of their pet food shopping done
at a veterinarian?
HH subscribes to cables channel had viewers with the largest % of their pet food
shopping done at a veterinarian
DISCUSSION AND DEBATE:
1. Based only on the information provided, which 3 cable channels would you
recommend as the best choices for promoting the business? Which 3 cable channels
do you think are the poorest fit?
The best three channels are HH subscribes to cables, History Channel and Weather
Channel as they have the top viewers and also in terms of product and service promotion.
The poorest are Comedy Central, Cooking Channel and Syfy.
2. What other additional information would you like to have so that you could make a
more informed recommendation? Why is it important? How could you find out
this information?
Increase in % of views over the last quarter.
The difference in these will help in understanding and studying the market trend, consumer
preferences and flaws.

RAHUL

Roll no:158908

CASE 2: EVOLVING TRENDS IN FITNESS AND FRENCH FRIES

1. According to data the largest increase in gym membership is third income group (HH>
$75000). In this group adults are increase to 3.7 million form the year 2012 - 2014.
The percentage wise first income group (HH<$40,000) is increased to 45.33%.

S.NO.

Income group

Increase(in millions

% Increase

HH<$40,000

10.9-7.5=3.4

3.4/7.5*100=45.33%

HH<$40,000-$74,999

12.2-10.5=1.7

1.7/10.5*100=16.19%

HH>$75,000

28.9-25.2=3.7

3.7/25.2*100=14.68%

2. Answer
Year
S.no.

Fitness centers

2012

2014
4.2/52.1*100=8.06%

LA Fitness

2.9/43.2*100=6.71%

24 Hour Fitness

4.5/43.2*100=10.41% 3.6/52.1*100=6.90%

Planet Fitness

2.6/43.2*100=6.01%

4.9/52.1*100=9.40%

For analyze the data in 2012, 24 Hour Fitness (10.41) had highest market share
compare to other fitness centers.
In 2014 Planet Fitness had highest market share that is 9.40%.
3. Answer
In 2012 LA Fitness, 24 Hour Fitness, and Planet Fitness comprise. (2.9+4.5+2.6=10) and
the market share value is 10/43.2*100=23.14%. So, these three gyms are lesser than total
gym membership market because of lower income groups are much focus on other gyms.

RAHUL

Roll no:158908