solating the stores handling the new product and excluding non-handlers enabled a more focused analysis of the performance and impact of brand B.

Period 5 was selected as a base to ensure that a sufficiently large number of stores were handling the new launch. Those stores were then held constant forward in time to allow a proper examination of trends within a consistent set of stores. Any additional stores listing Brand B in periods 6 and 7 were excluded.

t was found that the new launch was growing consistently, to 8.9% in period 7. This share could be considered indicative of its total market potential should distribution continue expanding and the brand perform at a consistent rate.  C and D were the brands most affected by B’s launch.