Week Nescafe Folgers Nescafe Folgers Consumer Consumer Display

(revenue in (revenue in (volume in (volume in promotion promotion (Nescafe)

mln $) mln $) mt) mt) (Nescafe) (Folgers)

1 16.53 11.69 137.75 99.07 0 1 1

2 14.58 10.47 121.5 88.73 0 1 0
3 14.61 8.73 121.75 73.98 0 0 1
4 14.13 10.38 117.75 87.97 0 0 0
5 16.65 10.86 138.75 92.03 1 1 0
6 15.8 11.45 131.67 97.03 0 0 0
7 19.38 10.15 161.5 86.02 1 1 1
8 16.35 7.92 136.25 67.12 0 0 0
9 18.72 9.99 156 84.66 1 0 1
10 18.59 9.79 154.92 82.97 1 0 1
11 15.91 10.41 122.38 88.22 1 0 0
12 16.26 11.64 125.08 98.64 0 0 1
13 16.48 10.25 126.77 86.86 0 0 0
14 14.75 11.16 113.46 94.58 0 1 0
15 17.92 11.23 137.85 95.17 1 1 1
16 17.25 9.04 132.69 72.32 0 0 0
17 16.41 10.09 126.23 80.72 0 0 1
18 16 9.75 123.08 78 0 0 1
19 16.79 10.64 129.15 85.12 0 1 1
20 15.12 9.91 116.31 79.28 0 0 0
21 16.95 11.6 130.38 92.8 1 1 0
22 16.94 10.67 130.31 85.36 0 0 1
23 15.63 9.98 120.23 79.84 0 0 0
24 15.94 11.33 122.62 90.64 0 0 0
25 15.3 9.11 117.69 72.88 0 0 0
26 18.03 10.08 138.69 80.64 1 1 0
27 16.31 10.53 125.46 84.24 1 0 0
28 16.1 8.8 123.85 70.4 0 0 0
29 16.89 10.52 129.92 84.16 0 0 1
30 19.21 10.53 147.77 84.24 1 0 0
31 16.61 10.36 127.77 82.88 0 0 0
32 16.9 10.93 130 87.44 0 0 1
33 20.11 10.13 154.69 81.04 1 0 0
34 17.05 9.94 131.15 79.52 0 0 0
35 17.65 8.81 135.77 70.48 1 0 0
36 19.58 9.65 150.62 77.2 1 0 0
37 17.22 11.13 132.46 89.04 0 0 0
38 17.21 10.21 132.38 79.77 0 0 1
39 18.83 9.88 144.85 77.19 0 0 1
40 16.54 10.41 127.23 81.33 0 1 0
41 16.86 10.26 129.69 80.16 0 0 0
42 16.32 8.28 125.54 64.69 0 0 0
43 18.33 9.07 141 70.86 0 0 1
44 18.71 9.4 143.92 73.44 0 0 0
45 20.32 9.55 156.31 74.61 0 0 0
46 20.03 9.3 154.08 72.66 1 0 0
47 20.89 9.78 160.69 76.41 1 0 0
48 18.22 8.54 140.15 66.72 0 0 0
49 17.37 11.1 133.62 86.72 0 1 0
50 17.75 11.47 136.54 89.61 0 0 0
51 19.69 11.94 151.46 93.28 0 1 0
52 19.32 10.22 148.62 79.84 0 0 1
53 20.97 10.09 161.31 78.83 1 0 0
54 19.1 9.93 146.92 77.58 0 0 0
55 20.57 11 158.23 85.94 0 0 0
56 19.24 10.93 148 85.39 0 0 1
57 18.38 10.59 141.38 82.73 0 1 1
58 21.82 10.26 165.3 80.16 1 0 1
59 19.87 11.47 150.53 89.61 0 0 1
60 21.16 9.99 160.3 78.05 1 0 0
61 21.64 9.43 163.94 73.67 0 0 0
62 18.6 10.75 140.91 83.98 0 0 1
63 19.26 9.79 145.91 76.48 0 1 0
64 19.62 9.86 148.64 77.03 0 0 1
65 20.58 11.99 155.91 93.67 1 0 0
66 20.97 8.51 158.86 66.48 1 0 0
67 18.61 11.51 140.98 89.92 0 0 0
68 19.02 12.08 144.09 94.38 0 0 0
69 18.31 9.68 138.71 75.63 0 1 1
70 17.18 9.71 130.15 74.69 0 0 0
71 19.49 9.84 147.65 75.69 0 0 1
72 22.17 8.64 167.95 66.46 1 0 0
73 20.37 10.07 154.32 77.46 1 0 0
74 22.54 9.35 170.76 71.92 1 0 1
75 22.84 9.24 173.03 71.08 1 0 0
76 23.65 11.02 179.17 84.77 1 0 0
77 22.63 9.32 171.44 71.69 1 0 0
78 20.31 12.15 153.86 93.46 0 1 0
79 22.06 10.71 167.12 82.38 0 0 1
80 20.09 10.53 152.2 81 0 1 1
81 21.3 10.21 161.36 78.54 1 0 0
82 19.42 10.53 147.12 81 0 1 0
83 19.47 11.65 147.5 89.62 0 1 0
84 21.71 9.43 164.47 72.54 1 0 0
85 22.42 12.65 169.85 97.31 1 0 0
86 20.1 10.66 152.27 82 0 0 0
87 23.25 10.04 176.14 77.23 1 0 1
88 20.42 10.35 154.7 79.62 0 0 1
89 23.91 9.55 181.14 73.46 0 0 1
90 20.5 11.24 155.3 86.46 0 1 0
91 22.8 10.66 172.73 82 0 0 1
92 21.14 9.2 160.15 70.77 0 0 0
93 20.66 11.49 156.52 88.38 0 0 0
94 20.9 10.01 158.33 77 0 0 0
95 20.35 10.49 145.36 80.69 0 0 0
96 19.57 9.91 139.79 76.23 0 1 0
97 19.77 13.33 141.21 102.54 0 1 0
 98 18.9 10.57 135 81.31 0 0 0
99 19.34 10.35 138.14 79.62 0 1 0
100 22.1 10.69 157.86 82.23 1 1 0
101 19.87 9.92 141.93 76.31 0 0 0
102 20.1 10.89 143.57 83.77 0 0 0
103 21.08 10.39 150.57 79.92 1 0 1
104 21.58 9.49 154.14 73 0 0 1
105 20.43 9.2 145.93 68.15 0 0 1
106 22.68 10.25 162 75.93 0 0 1
107 21.15 10.04 151.07 74.37 0 0 1
108 23.92 9.8 170.86 72.59 0 1 1
109 19.98 10.26 142.71 76 0 1 0
110 20.2 10.51 144.29 77.85 0 0 0
111 20.64 10.6 147.43 78.52 0 1 0
112 21.59 10.11 154.21 74.89 0 0 1
113 23.78 12.27 169.86 90.89 0 0 1
114 20.45 10.89 146.07 80.67 0 1 0
115 22.46 10.99 160.43 81.41 0 1 0
116 19.23 9.51 137.36 70.44 0 0 0
117 20.25 10.12 144.64 74.96 0 1 0
118 19.9 10.3 142.14 76.3 0 0 0
119 22.51 11.8 160.79 87.41 0 1 0
120 21.1 9.6 150.71 71.11 0 0 1
121 23.44 9.65 167.43 71.48 0 0 1
122 21.57 11.02 154.07 81.63 0 0 0
123 23.81 11.05 170.07 81.85 1 0 0
124 22.09 10.13 157.79 75.04 0 0 0
125 20.75 8.29 148.21 61.41 0 0 0
126 21.8 11.02 155.71 81.63 0 1 0
127 20.89 9.63 149.21 71.33 0 0 0
128 24.77 9.04 176.93 66.96 1 0 0
129 21.94 9.59 156.71 71.04 0 0 0
130 24.15 9.33 172.5 69.11 1 0 0
131 21.96 10.55 156.86 78.15 0 0 0
132 24.34 10.86 173.86 80.44 1 0 0
133 22 9.38 157.14 69.48 0 0 0
134 24.4 10.38 174.29 76.89 1 1 0
135 23.1 12.29 165 91.04 0 0 0
136 22.77 11.77 162.64 87.19 0 1 0
137 23.08 10.77 162.54 79.78 0 0 0
138 23.63 11.9 166.41 88.15 1 0 0
139 22.88 10.04 161.13 74.37 0 0 0
140 24.11 10.74 169.79 79.56 0 0 1
141 22.24 11.33 156.62 83.93 0 0 0
142 24.72 11.04 174.08 81.78 1 1 0
143 24.57 10.33 173.03 76.52 1 1 1
144 23.37 8.59 164.58 63.63 0 0 1
145 22.27 10.65 156.83 78.89 0 0 0
146 22.92 11.08 161.41 82.07 0 1 0
147 23.39 10.74 164.72 79.56 0 1 1
148 22.6 10.45 159.15 77.41 1 0 0
149 25.5 10.27 179.58 76.07 1 0 0
150 23.74 10.61 167.18 78.59 0 0 0
Display Average Average Trade Trade Advertisin Advertisin
(Folgers) price per price per discount discount g g
100g - $ 100g - $ (Nescafe) (Folgers) expenses expenses
(Nescafe) (Folgers) mln $ mln $
(Nescafe) (Folgers)

0 12.0 11.8 0 0 0.810 0.430

0 12.0 11.8 0 0 0.030 0.140
1 12.0 11.8 0 0 0.200 0.070
1 12.0 11.8 3 0 0.110 0.090
0 12.0 11.8 3 0 0.360 0.290
1 12.0 11.8 3 0 0.600 0.170
0 12.0 11.8 0 0 0.510 0.290
0 12.0 11.8 0 0 0.930 0.090
0 12.0 11.8 0 0 0.250 0.300
0 12.0 11.8 0 0 0.730 0.360
0 13.0 11.8 0 4 0.100 0.090
0 13.0 11.8 5 4 0.640 0.270
0 13.0 11.8 5 4 0.760 0.440
0 13.0 11.8 0 0 0.420 0.180
0 13.0 11.8 0 0 0.530 0.150
0 13.0 12.5 0 0 0.510 0.200
0 13.0 12.5 0 0 0.050 0.090
0 13.0 12.5 0 0 0.040 0.150
0 13.0 12.5 0 0 0.960 0.250
0 13.0 12.5 0 0 0.090 0.040
0 13.0 12.5 0 0 0.270 0.120
0 13.0 12.5 2 0 0.370 0.390
0 13.0 12.5 2 0 0.820 0.490
0 13.0 12.5 2 0 0.310 0.360
1 13.0 12.5 2 0 0.320 0.220
0 13.0 12.5 0 0 0.040 0.090
1 13.0 12.5 0 0 0.750 0.500
0 13.0 12.5 0 0 0.540 0.100
0 13.0 12.5 0 0 0.020 0.330
0 13.0 12.5 0 0 0.760 0.340
0 13.0 12.5 0 0 0.900 0.270
0 13.0 12.5 0 0 0.080 0.100
0 13.0 12.5 0 0 0.930 0.110
1 13.0 12.5 0 0 0.380 0.230
0 13.0 12.5 0 0 0.350 0.320
0 13.0 12.5 0 0 0.980 0.490
1 13.0 12.5 0 0 0.090 0.160
1 13.0 12.8 0 0 0.510 0.220
0 13.0 12.8 0 0 0.600 0.440
1 13.0 12.8 0 0 0.150 0.270
1 13.0 12.8 0 0 0.520 0.420
0 13.0 12.8 5 0 0.830 0.030
0 13.0 12.8 5 0 0.050 0.290
0 13.0 12.8 5 0 0.230 0.290
0 13.0 12.8 5 0 0.840 0.040
0 13.0 12.8 0 0 0.760 0.120
0 13.0 12.8 0 0 0.690 0.250
0 13.0 12.8 0 0 0.210 0.070
0 13.0 12.8 0 0 0.320 0.250
1 13.0 12.8 0 0 0.810 0.370
0 13.0 12.8 0 0 0.970 0.130
1 13.0 12.8 0 0 0.700 0.370
0 13.0 12.8 0 0 0.980 0.090
0 13.0 12.8 0 0 0.330 0.070
0 13.0 12.8 0 0 0.950 0.030
0 13.0 12.8 0 0 0.560 0.390
0 13.0 12.8 0 0 0.760 0.150
1 13.2 12.8 0 0 0.060 0.140
0 13.2 12.8 10 10 0.220 0.250
0 13.2 12.8 10 10 0.480 0.340
0 13.2 12.8 10 10 0.940 0.140
0 13.2 12.8 0 10 0.490 0.090
0 13.2 12.8 0 0 0.680 0.120
1 13.2 12.8 0 0 0.670 0.160
0 13.2 12.8 0 0 0.820 0.460
0 13.2 12.8 0 0 0.980 0.470
1 13.2 12.8 0 0 0.470 0.030
1 13.2 12.8 0 0 0.240 0.300
0 13.2 12.8 0 0 0.140 0.420
1 13.2 13.0 0 0 0.060 0.400
0 13.2 13.0 0 0 0.560 0.180
0 13.2 13.0 0 0 0.370 0.440
0 13.2 13.0 0 0 0.800 0.320
0 13.2 13.0 0 2 0.370 0.100
0 13.2 13.0 0 2 0.860 0.300
0 13.2 13.0 2 2 0.960 0.370
0 13.2 13.0 2 2 0.200 0.330
0 13.2 13.0 2 2 0.960 0.400
1 13.2 13.0 0 0 0.770 0.350
1 13.2 13.0 0 0 0.660 0.270
0 13.2 13.0 0 0 0.590 0.250
0 13.2 13.0 0 0 0.320 0.220
0 13.2 13.0 0 0 0.020 0.440
0 13.2 13.0 0 0 0.370 0.470
0 13.2 13.0 0 0 0.310 0.440
1 13.2 13.0 0 0 0.390 0.470
1 13.2 13.0 0 0 0.590 0.110
0 13.2 13.0 0 0 0.390 0.060
1 13.2 13.0 5 0 0.930 0.460
0 13.2 13.0 5 5 0.430 0.040
0 13.2 13.0 5 5 0.490 0.440
0 13.2 13.0 0 0 0.750 0.310
1 13.2 13.0 0 0 0.530 0.370
0 13.2 13.0 0 0 0.080 0.060
0 14.0 13.0 0 0 0.100 0.140
0 14.0 13.0 0 0 0.810 0.020
0 14.0 13.0 0 0 0.330 0.360
1 14.0 13.0 0 0 0.040 0.370
0 14.0 13.0 0 0 0.810 0.250
0 14.0 13.0 0 0 0.510 0.120
0 14.0 13.0 0 0 0.030 0.500
0 14.0 13.0 0 0 0.150 0.370
0 14.0 13.0 0 0 0.040 0.410
0 14.0 13.0 0 0 0.710 0.220
1 14.0 13.5 0 0 0.700 0.060
1 14.0 13.5 0 0 0.530 0.480
0 14.0 13.5 0 0 0.110 0.440
0 14.0 13.5 4 0 0.740 0.220
0 14.0 13.5 4 0 0.090 0.470
1 14.0 13.5 4 0 0.430 0.450
0 14.0 13.5 0 0 0.050 0.140
0 14.0 13.5 0 10 0.530 0.470
1 14.0 13.5 10 10 0.740 0.440
1 14.0 13.5 0 0 0.070 0.350
0 14.0 13.5 0 0 0.100 0.050
0 14.0 13.5 0 0 0.070 0.040
0 14.0 13.5 0 0 0.850 0.170
1 14.0 13.5 0 0 0.250 0.230
1 14.0 13.5 0 0 0.690 0.490
0 14.0 13.5 0 0 0.090 0.040
0 14.0 13.5 0 0 0.700 0.110
0 14.0 13.5 0 0 0.360 0.190
1 14.0 13.5 0 0 0.740 0.440
0 14.0 13.5 0 0 0.640 0.190
0 14.0 13.5 0 0 0.550 0.150
1 14.0 13.5 0 0 0.200 0.500
0 14.0 13.5 0 0 1.000 0.400
0 14.0 13.5 0 0 0.610 0.280
0 14.0 13.5 0 0 0.650 0.070
0 14.0 13.5 0 0 0.840 0.360
0 14.0 13.5 0 0 0.110 0.240
0 14.0 13.5 0 0 0.660 0.050
0 14.0 13.5 2 0 0.670 0.330
1 14.0 13.5 2 0 0.510 0.320
1 14.0 13.5 2 2 0.390 0.440
0 14.0 13.5 2 2 0.490 0.220
1 14.2 13.5 2 2 0.550 0.100
1 14.2 13.5 0 2 0.240 0.230
0 14.2 13.5 0 0 0.020 0.380
1 14.2 13.5 0 0 0.860 0.070
1 14.2 13.5 0 0 0.210 0.280
0 14.2 13.5 0 0 0.370 0.140
0 14.2 13.5 0 0 0.370 0.460
0 14.2 13.5 0 0 0.850 0.120
0 14.2 13.5 0 0 0.360 0.390
1 14.2 13.5 0 0 0.240 0.090
0 14.2 13.5 0 0 0.940 0.080
0 14.2 13.5 0 0 0.130 0.050
0 14.2 13.5 0 0 0.390 0.110
0 14.2 13.5 0 0 0.210 0.310
Week Advertising Nescafe
expenses (volume in
mln $ mt)
(Nescafe)

1 0.810 137.75 300

2 0.030 121.5
3 0.200 121.75 250
4 0.110 117.75

Volume (Nescafe) - mt
200
5 0.360 138.75
6 0.600 131.67
150
7 0.510 161.5
8 0.930 136.25 100
9 0.250 156
10 0.730 154.92 50
11 0.100 122.38
12 0.640 125.08 0
0.000 0.100 0.200 0.300 0.400 0.500 0.600 0.700
13 0.760 126.77
Advertising expenses (Nescafe) - mln $
14 0.420 113.46
15 0.530 137.85
16 0.510 132.69
17 0.050 126.23
18 0.040 123.08
19 0.960 129.15
20 0.090 116.31
21 0.270 130.38
22 0.370 130.31
23 0.820 120.23
24 0.310 122.62
25 0.320 117.69
26 0.040 138.69
27 0.750 125.46
28 0.540 123.85
29 0.020 129.92
30 0.760 147.77
31 0.900 127.77
32 0.080 130
33 0.930 154.69
34 0.380 131.15
35 0.350 135.77
36 0.980 150.62
37 0.090 132.46
38 0.510 132.38
39 0.600 144.85
40 0.150 127.23
41 0.520 129.69
42 0.830 125.54
43 0.050 141
44 0.230 143.92
45 0.840 156.31
46 0.760 154.08
47 0.690 160.69
48 0.210 140.15
49 0.320 133.62
50 0.810 136.54
51 0.970 151.46
52 0.700 148.62
53 0.980 161.31
54 0.330 146.92
55 0.950 158.23
56 0.560 148
57 0.760 141.38
58 0.060 165.3
59 0.220 150.53
60 0.480 160.3
61 0.940 163.94
62 0.490 140.91
63 0.680 145.91
64 0.670 148.64
65 0.820 155.91
66 0.980 158.86
67 0.470 140.98
68 0.240 144.09
69 0.140 138.71
70 0.060 130.15
71 0.560 147.65
72 0.370 167.95
73 0.800 154.32
74 0.370 170.76
75 0.860 173.03
76 0.960 179.17
77 0.200 171.44
78 0.960 153.86
79 0.770 167.12
80 0.660 152.2
81 0.590 161.36
82 0.320 147.12
83 0.020 147.5
84 0.370 164.47
85 0.310 169.85
86 0.390 152.27
87 0.590 176.14
88 0.390 154.7
89 0.930 181.14
90 0.430 155.3
91 0.490 172.73
92 0.750 160.15
93 0.530 156.52
94 0.080 158.33
95 0.100 145.36
96 0.810 139.79
97 0.330 141.21
98 0.040 135
 99 0.810 138.14
100 0.510 157.86
101 0.030 141.93
102 0.150 143.57
103 0.040 150.57
104 0.710 154.14
105 0.700 145.93
106 0.530 162
107 0.110 151.07
108 0.740 170.86
109 0.090 142.71
110 0.430 144.29
111 0.050 147.43
112 0.530 154.21
113 0.740 169.86
114 0.070 146.07
115 0.100 160.43
116 0.070 137.36
117 0.850 144.64
118 0.250 142.14
119 0.690 160.79
120 0.090 150.71
121 0.700 167.43
122 0.360 154.07
123 0.740 170.07
124 0.640 157.79
125 0.550 148.21
126 0.200 155.71
127 1.000 149.21
128 0.610 176.93
129 0.650 156.71
130 0.840 172.5
131 0.110 156.86
132 0.660 173.86
133 0.670 157.14
134 0.510 174.29
135 0.390 165
136 0.490 162.64
137 0.550 162.54
138 0.240 166.41
139 0.020 161.13
140 0.860 169.79
141 0.210 156.62
142 0.370 174.08
143 0.370 173.03
144 0.850 164.58
145 0.360 156.83
146 0.240 161.41
147 0.940 164.72
148 0.130 159.15
149 0.390 179.58
150 0.210 167.18
0.400 0.500 0.600 0.700 0.800 0.900 1.000
ng expenses (Nescafe) - mln $
Week Advertising Nescafe
expenses (volume in
mln $ mt)
(Nescafe)

1 0.810 137.75
2 0.030 121.5
3 0.200 121.75
4 0.110 117.75
5 0.360 138.75
6 0.600 131.67
7 0.510 161.5 Advertising expenses Nescafe
mln $ (Nescafe)
(volume in mt)
8 0.930 136.25 Advertisin 1
9 0.250 156 Nescafe (v 0.25976889727 1
10 0.730 154.92
11 0.100 122.38
12 0.640 125.08
13 0.760 126.77
14 0.420 113.46
15 0.530 137.85
16 0.510 132.69
17 0.050 126.23
18 0.040 123.08
19 0.960 129.15
20 0.090 116.31
21 0.270 130.38
22 0.370 130.31
23 0.820 120.23
24 0.310 122.62
25 0.320 117.69
26 0.040 138.69
27 0.750 125.46
28 0.540 123.85
29 0.020 129.92
30 0.760 147.77
31 0.900 127.77
32 0.080 130
33 0.930 154.69
34 0.380 131.15
35 0.350 135.77
36 0.980 150.62
37 0.090 132.46
38 0.510 132.38
39 0.600 144.85
40 0.150 127.23
41 0.520 129.69
42 0.830 125.54
43 0.050 141
44 0.230 143.92
45 0.840 156.31
46 0.760 154.08
47 0.690 160.69
48 0.210 140.15
49 0.320 133.62
50 0.810 136.54
51 0.970 151.46
52 0.700 148.62
53 0.980 161.31
54 0.330 146.92
55 0.950 158.23
56 0.560 148
57 0.760 141.38
58 0.060 165.3
59 0.220 150.53
60 0.480 160.3
61 0.940 163.94
62 0.490 140.91
63 0.680 145.91
64 0.670 148.64
65 0.820 155.91
66 0.980 158.86
67 0.470 140.98
68 0.240 144.09
69 0.140 138.71
70 0.060 130.15
71 0.560 147.65
72 0.370 167.95
73 0.800 154.32
74 0.370 170.76
75 0.860 173.03
76 0.960 179.17
77 0.200 171.44
78 0.960 153.86
79 0.770 167.12
80 0.660 152.2
81 0.590 161.36
82 0.320 147.12
83 0.020 147.5
84 0.370 164.47
85 0.310 169.85
86 0.390 152.27
87 0.590 176.14
88 0.390 154.7
89 0.930 181.14
90 0.430 155.3
91 0.490 172.73
92 0.750 160.15
93 0.530 156.52
94 0.080 158.33
95 0.100 145.36
96 0.810 139.79
97 0.330 141.21
98 0.040 135
 99 0.810 138.14
100 0.510 157.86
101 0.030 141.93
102 0.150 143.57
103 0.040 150.57
104 0.710 154.14
105 0.700 145.93
106 0.530 162
107 0.110 151.07
108 0.740 170.86
109 0.090 142.71
110 0.430 144.29
111 0.050 147.43
112 0.530 154.21
113 0.740 169.86
114 0.070 146.07
115 0.100 160.43
116 0.070 137.36
117 0.850 144.64
118 0.250 142.14
119 0.690 160.79
120 0.090 150.71
121 0.700 167.43
122 0.360 154.07
123 0.740 170.07
124 0.640 157.79
125 0.550 148.21
126 0.200 155.71
127 1.000 149.21
128 0.610 176.93
129 0.650 156.71
130 0.840 172.5
131 0.110 156.86
132 0.660 173.86
133 0.670 157.14
134 0.510 174.29
135 0.390 165
136 0.490 162.64
137 0.550 162.54
138 0.240 166.41
139 0.020 161.13
140 0.860 169.79
141 0.210 156.62
142 0.370 174.08
143 0.370 173.03
144 0.850 164.58
145 0.360 156.83
146 0.240 161.41
147 0.940 164.72
148 0.130 159.15
149 0.390 179.58
150 0.210 167.18
Week Advertising Nescafe
expenses (volume
mln $ in mt)
(Nescafe)

1 0.810 137.75
2 0.030 121.5 SUMMARY OUTPUT
3 0.200 121.75
4 0.110 117.75 Regression Statistics
5 0.360 138.75 Multiple R 0.259769
6 0.600 131.67 R Square 0.06748
7 0.510 161.5 Adjusted R 0.061179
8 0.930 136.25 Standard E 15.41835
9 0.250 156 Observatio 150
10 0.730 154.92
11 0.100 122.38 ANOVA
12 0.640 125.08 df SS MS F
13 0.760 126.77 Regression 1 2545.971 2545.971 10.70971
14 0.420 113.46 Residual 148 35183.36 237.7254
15 0.530 137.85 Total 149 37729.33
16 0.510 132.69
17 0.050 126.23 Coefficients
Standard Error t Stat P-value
18 0.040 123.08 Intercept 142.6405 2.392847 59.61121 2.31E-105
19 0.960 129.15 Advertisin 13.93375 4.25774 3.27257 0.001326
20 0.090 116.31
21 0.270 130.38
22 0.370 130.31
23 0.820 120.23
24 0.310 122.62
25 0.320 117.69
26 0.040 138.69
27 0.750 125.46
28 0.540 123.85
29 0.020 129.92
30 0.760 147.77
31 0.900 127.77
32 0.080 130
33 0.930 154.69
34 0.380 131.15
35 0.350 135.77
36 0.980 150.62
37 0.090 132.46
38 0.510 132.38
39 0.600 144.85
40 0.150 127.23
41 0.520 129.69
42 0.830 125.54
43 0.050 141
44 0.230 143.92
45 0.840 156.31
46 0.760 154.08
47 0.690 160.69
48 0.210 140.15
49 0.320 133.62
50 0.810 136.54
51 0.970 151.46
52 0.700 148.62
53 0.980 161.31
54 0.330 146.92
55 0.950 158.23
56 0.560 148
57 0.760 141.38
58 0.060 165.3
59 0.220 150.53
60 0.480 160.3
61 0.940 163.94
62 0.490 140.91
63 0.680 145.91
64 0.670 148.64
65 0.820 155.91
66 0.980 158.86
67 0.470 140.98
68 0.240 144.09
69 0.140 138.71
70 0.060 130.15
71 0.560 147.65
72 0.370 167.95
73 0.800 154.32
74 0.370 170.76
75 0.860 173.03
76 0.960 179.17
77 0.200 171.44
78 0.960 153.86
79 0.770 167.12
80 0.660 152.2
81 0.590 161.36
82 0.320 147.12
83 0.020 147.5
84 0.370 164.47
85 0.310 169.85
86 0.390 152.27
87 0.590 176.14
88 0.390 154.7
89 0.930 181.14
90 0.430 155.3
91 0.490 172.73
92 0.750 160.15
93 0.530 156.52
94 0.080 158.33
95 0.100 145.36
96 0.810 139.79
97 0.330 141.21
98 0.040 135
 99 0.810 138.14
100 0.510 157.86
101 0.030 141.93
102 0.150 143.57
103 0.040 150.57
104 0.710 154.14
105 0.700 145.93
106 0.530 162
107 0.110 151.07
108 0.740 170.86
109 0.090 142.71
110 0.430 144.29
111 0.050 147.43
112 0.530 154.21
113 0.740 169.86
114 0.070 146.07
115 0.100 160.43
116 0.070 137.36
117 0.850 144.64
118 0.250 142.14
119 0.690 160.79
120 0.090 150.71
121 0.700 167.43
122 0.360 154.07
123 0.740 170.07
124 0.640 157.79
125 0.550 148.21
126 0.200 155.71
127 1.000 149.21
128 0.610 176.93
129 0.650 156.71
130 0.840 172.5
131 0.110 156.86
132 0.660 173.86
133 0.670 157.14
134 0.510 174.29
135 0.390 165
136 0.490 162.64
137 0.550 162.54
138 0.240 166.41
139 0.020 161.13
140 0.860 169.79
141 0.210 156.62
142 0.370 174.08
143 0.370 173.03
144 0.850 164.58
145 0.360 156.83
146 0.240 161.41
147 0.940 164.72
148 0.130 159.15
149 0.390 179.58
150 0.210 167.18
Significance F
0.001326

Lower 95%Upper 95%Lower 95.0%Upper 95.0%

137.912 147.3691 137.912 147.369089
5.519935 22.34757 5.519935 22.3475671
 Nescafe Consumer Consumer Display Display Average Average Trade
(volume in promotion promotion (Nescafe) (Folgers) price per price per discount
mt) (Nescafe) (Folgers) 100g - $ 100g - $ (Nescafe)
(Nescafe) (Folgers)

Week
1 137.75 0 1 1 0 12.0 11.8 0
2 121.5 0 1 0 0 12.0 11.8 0
3 121.75 0 0 1 1 12.0 11.8 0
4 117.75 0 0 0 1 12.0 11.8 3
5 138.75 1 1 0 0 12.0 11.8 3
6 131.67 0 0 0 1 12.0 11.8 3
7 161.5 1 1 1 0 12.0 11.8 0
8 136.25 0 0 0 0 12.0 11.8 0
9 156 1 0 1 0 12.0 11.8 0
10 154.92 1 0 1 0 12.0 11.8 0
11 122.38 1 0 0 0 13.0 11.8 0
12 125.08 0 0 1 0 13.0 11.8 5
13 126.77 0 0 0 0 13.0 11.8 5
14 113.46 0 1 0 0 13.0 11.8 0
15 137.85 1 1 1 0 13.0 11.8 0
16 132.69 0 0 0 0 13.0 12.5 0
17 126.23 0 0 1 0 13.0 12.5 0
18 123.08 0 0 1 0 13.0 12.5 0
19 129.15 0 1 1 0 13.0 12.5 0
20 116.31 0 0 0 0 13.0 12.5 0
21 130.38 1 1 0 0 13.0 12.5 0
22 130.31 0 0 1 0 13.0 12.5 2
23 120.23 0 0 0 0 13.0 12.5 2
24 122.62 0 0 0 0 13.0 12.5 2
25 117.69 0 0 0 1 13.0 12.5 2
26 138.69 1 1 0 0 13.0 12.5 0
27 125.46 1 0 0 1 13.0 12.5 0
28 123.85 0 0 0 0 13.0 12.5 0
29 129.92 0 0 1 0 13.0 12.5 0
30 147.77 1 0 0 0 13.0 12.5 0
31 127.77 0 0 0 0 13.0 12.5 0
32 130 0 0 1 0 13.0 12.5 0
33 154.69 1 0 0 0 13.0 12.5 0
34 131.15 0 0 0 1 13.0 12.5 0
35 135.77 1 0 0 0 13.0 12.5 0
36 150.62 1 0 0 0 13.0 12.5 0
37 132.46 0 0 0 1 13.0 12.5 0
38 132.38 0 0 1 1 13.0 12.8 0
39 144.85 0 0 1 0 13.0 12.8 0
40 127.23 0 1 0 1 13.0 12.8 0
41 129.69 0 0 0 1 13.0 12.8 0
42 125.54 0 0 0 0 13.0 12.8 5
43 141 0 0 1 0 13.0 12.8 5
44 143.92 0 0 0 0 13.0 12.8 5
45 156.31 0 0 0 0 13.0 12.8 5
46 154.08 1 0 0 0 13.0 12.8 0
47 160.69 1 0 0 0 13.0 12.8 0
48 140.15 0 0 0 0 13.0 12.8 0
49 133.62 0 1 0 0 13.0 12.8 0
50 136.54 0 0 0 1 13.0 12.8 0
51 151.46 0 1 0 0 13.0 12.8 0
52 148.62 0 0 1 1 13.0 12.8 0
53 161.31 1 0 0 0 13.0 12.8 0
54 146.92 0 0 0 0 13.0 12.8 0
55 158.23 0 0 0 0 13.0 12.8 0
56 148 0 0 1 0 13.0 12.8 0
57 141.38 0 1 1 0 13.0 12.8 0
58 165.3 1 0 1 1 13.2 12.8 0
59 150.53 0 0 1 0 13.2 12.8 10
60 160.3 1 0 0 0 13.2 12.8 10
61 163.94 0 0 0 0 13.2 12.8 10
62 140.91 0 0 1 0 13.2 12.8 0
63 145.91 0 1 0 0 13.2 12.8 0
64 148.64 0 0 1 1 13.2 12.8 0
65 155.91 1 0 0 0 13.2 12.8 0
66 158.86 1 0 0 0 13.2 12.8 0
67 140.98 0 0 0 1 13.2 12.8 0
68 144.09 0 0 0 1 13.2 12.8 0
69 138.71 0 1 1 0 13.2 12.8 0
70 130.15 0 0 0 1 13.2 13.0 0
71 147.65 0 0 1 0 13.2 13.0 0
72 167.95 1 0 0 0 13.2 13.0 0
73 154.32 1 0 0 0 13.2 13.0 0
74 170.76 1 0 1 0 13.2 13.0 0
75 173.03 1 0 0 0 13.2 13.0 0
76 179.17 1 0 0 0 13.2 13.0 2
77 171.44 1 0 0 0 13.2 13.0 2
78 153.86 0 1 0 0 13.2 13.0 2
79 167.12 0 0 1 1 13.2 13.0 0
80 152.2 0 1 1 1 13.2 13.0 0
81 161.36 1 0 0 0 13.2 13.0 0
82 147.12 0 1 0 0 13.2 13.0 0
83 147.5 0 1 0 0 13.2 13.0 0
84 164.47 1 0 0 0 13.2 13.0 0
85 169.85 1 0 0 0 13.2 13.0 0
86 152.27 0 0 0 1 13.2 13.0 0
87 176.14 1 0 1 1 13.2 13.0 0
88 154.7 0 0 1 0 13.2 13.0 0
89 181.14 0 0 1 1 13.2 13.0 5
90 155.3 0 1 0 0 13.2 13.0 5
91 172.73 0 0 1 0 13.2 13.0 5
92 160.15 0 0 0 0 13.2 13.0 0
93 156.52 0 0 0 1 13.2 13.0 0
94 158.33 0 0 0 0 13.2 13.0 0
95 145.36 0 0 0 0 14.0 13.0 0
96 139.79 0 1 0 0 14.0 13.0 0
97 141.21 0 1 0 0 14.0 13.0 0
 98 135 0 0 0 1 14.0 13.0 0
99 138.14 0 1 0 0 14.0 13.0 0
100 157.86 1 1 0 0 14.0 13.0 0
101 141.93 0 0 0 0 14.0 13.0 0
102 143.57 0 0 0 0 14.0 13.0 0
103 150.57 1 0 1 0 14.0 13.0 0
104 154.14 0 0 1 0 14.0 13.0 0
105 145.93 0 0 1 1 14.0 13.5 0
106 162 0 0 1 1 14.0 13.5 0
107 151.07 0 0 1 0 14.0 13.5 0
108 170.86 0 1 1 0 14.0 13.5 4
109 142.71 0 1 0 0 14.0 13.5 4
110 144.29 0 0 0 1 14.0 13.5 4
111 147.43 0 1 0 0 14.0 13.5 0
112 154.21 0 0 1 0 14.0 13.5 0
113 169.86 0 0 1 1 14.0 13.5 10
114 146.07 0 1 0 1 14.0 13.5 0
115 160.43 0 1 0 0 14.0 13.5 0
116 137.36 0 0 0 0 14.0 13.5 0
117 144.64 0 1 0 0 14.0 13.5 0
118 142.14 0 0 0 1 14.0 13.5 0
119 160.79 0 1 0 1 14.0 13.5 0
120 150.71 0 0 1 0 14.0 13.5 0
121 167.43 0 0 1 0 14.0 13.5 0
122 154.07 0 0 0 0 14.0 13.5 0
123 170.07 1 0 0 1 14.0 13.5 0
124 157.79 0 0 0 0 14.0 13.5 0
125 148.21 0 0 0 0 14.0 13.5 0
126 155.71 0 1 0 1 14.0 13.5 0
127 149.21 0 0 0 0 14.0 13.5 0
128 176.93 1 0 0 0 14.0 13.5 0
129 156.71 0 0 0 0 14.0 13.5 0
130 172.5 1 0 0 0 14.0 13.5 0
131 156.86 0 0 0 0 14.0 13.5 0
132 173.86 1 0 0 0 14.0 13.5 0
133 157.14 0 0 0 0 14.0 13.5 2
134 174.29 1 1 0 1 14.0 13.5 2
135 165 0 0 0 1 14.0 13.5 2
136 162.64 0 1 0 0 14.0 13.5 2
137 162.54 0 0 0 1 14.2 13.5 2
138 166.41 1 0 0 1 14.2 13.5 0
139 161.13 0 0 0 0 14.2 13.5 0
140 169.79 0 0 1 1 14.2 13.5 0
141 156.62 0 0 0 1 14.2 13.5 0
142 174.08 1 1 0 0 14.2 13.5 0
143 173.03 1 1 1 0 14.2 13.5 0
144 164.58 0 0 1 0 14.2 13.5 0
145 156.83 0 0 0 0 14.2 13.5 0
146 161.41 0 1 0 1 14.2 13.5 0
147 164.72 0 1 1 0 14.2 13.5 0
148 159.15 1 0 0 0 14.2 13.5 0
149 179.58 1 0 0 0 14.2 13.5 0
150 167.18 0 0 0 0 14.2 13.5 0
Trade Advertising Advertisin
discount expenses g
(Folgers) mln $ expenses
(Nescafe) mln $
(Folgers)

0 0.810 0.430
0 0.030 0.140
0 0.200 0.070
0 0.110 0.090
0 0.360 0.290
0 0.600 0.170
0 0.510 0.290
0 0.930 0.090
0 0.250 0.300
0 0.730 0.360
4 0.100 0.090
4 0.640 0.270
4 0.760 0.440
0 0.420 0.180
0 0.530 0.150
0 0.510 0.200
0 0.050 0.090
0 0.040 0.150
0 0.960 0.250
0 0.090 0.040
0 0.270 0.120
0 0.370 0.390
0 0.820 0.490
0 0.310 0.360
0 0.320 0.220
0 0.040 0.090
0 0.750 0.500
0 0.540 0.100
0 0.020 0.330
0 0.760 0.340
0 0.900 0.270
0 0.080 0.100
0 0.930 0.110
0 0.380 0.230
0 0.350 0.320
0 0.980 0.490
0 0.090 0.160
0 0.510 0.220
0 0.600 0.440
0 0.150 0.270
0 0.520 0.420
0 0.830 0.030
0 0.050 0.290
0 0.230 0.290
0 0.840 0.040
0 0.760 0.120
 0 0.690 0.250
0 0.210 0.070
0 0.320 0.250
0 0.810 0.370
0 0.970 0.130
0 0.700 0.370
0 0.980 0.090
0 0.330 0.070
0 0.950 0.030
0 0.560 0.390
0 0.760 0.150
0 0.060 0.140
10 0.220 0.250
10 0.480 0.340
10 0.940 0.140
10 0.490 0.090
0 0.680 0.120
0 0.670 0.160
0 0.820 0.460
0 0.980 0.470
0 0.470 0.030
0 0.240 0.300
0 0.140 0.420
0 0.060 0.400
0 0.560 0.180
0 0.370 0.440
0 0.800 0.320
2 0.370 0.100
2 0.860 0.300
2 0.960 0.370
2 0.200 0.330
2 0.960 0.400
0 0.770 0.350
0 0.660 0.270
0 0.590 0.250
0 0.320 0.220
0 0.020 0.440
0 0.370 0.470
0 0.310 0.440
0 0.390 0.470
0 0.590 0.110
0 0.390 0.060
0 0.930 0.460
5 0.430 0.040
5 0.490 0.440
0 0.750 0.310
0 0.530 0.370
0 0.080 0.060
0 0.100 0.140
0 0.810 0.020
0 0.330 0.360
 0 0.040 0.370
0 0.810 0.250
0 0.510 0.120
0 0.030 0.500
0 0.150 0.370
0 0.040 0.410
0 0.710 0.220
0 0.700 0.060
0 0.530 0.480
0 0.110 0.440
0 0.740 0.220
0 0.090 0.470
0 0.430 0.450
0 0.050 0.140
10 0.530 0.470
10 0.740 0.440
0 0.070 0.350
0 0.100 0.050
0 0.070 0.040
0 0.850 0.170
0 0.250 0.230
0 0.690 0.490
0 0.090 0.040
0 0.700 0.110
0 0.360 0.190
0 0.740 0.440
0 0.640 0.190
0 0.550 0.150
0 0.200 0.500
0 1.000 0.400
0 0.610 0.280
0 0.650 0.070
0 0.840 0.360
0 0.110 0.240
0 0.660 0.050
0 0.670 0.330
0 0.510 0.320
2 0.390 0.440
2 0.490 0.220
2 0.550 0.100
2 0.240 0.230
0 0.020 0.380
0 0.860 0.070
0 0.210 0.280
0 0.370 0.140
0 0.370 0.460
0 0.850 0.120
0 0.360 0.390
0 0.240 0.090
0 0.940 0.080
0 0.130 0.050
0 0.390 0.110
0 0.210 0.310