Figure 7.1 Sales share (percentage) and subcategory sales index in
10 retail outlets
index was at 108. The result shows an overall increase in actual sales for
the subcategory in total, even if the sales share strengths for the two
leading brands changed quite drastically. Compared to the national
market, the subcategory did not develop at all according to what can be
seen in this case. For the 26-week period, the index on the national
market showed 97.
The impact