Contents:

Acknowledgements i

Important Words ii

1. Introduction

2. Literature Review

3. UK Soup Market Analysis

4. Competitor Analysis

5. Target Audience

6. Marketing Objectives

7. Communication Objectives

8. Promotion

9. Media Planning

10. CRM plan

11. Control and Evaluation

12. Budget overview

13. Conclusion

Important Words

We have named the soup as “Mimosa”

The slogan we have selected is “Stay well with Mimosa”

Type of soup we have decided is Chilled Fresh (premium)

Three varieties we suggest are ‘Mixed Vegetable’, ‘Tomato & Basil’ and

‘Chicken’

Acknowledgements

We would like to express our deepest appreciation to Mr. Ian Bathgate for his wise direction, patient

assistant and insightful guidance during our Integrated Marketing Communication and Customer

Relationship course. We have benefited enormously from Mr. Bathgate’s advice for both academic

and future professional life. Thanks are also due to Mr Graham Bolton, for assisting us throughout

our course.

1. Introduction

Bringing a new product in to the market is a challenging task. We have to do lot of home work and

market research to set a plan, where we want to go, how we want to go there and at last to

evaluate, are we there? It sounds simple enough, but in reality it is not a straight forward job. Many

new product ideas are conceived every now and than- never to be born because they are not

properly introduced to market. To successfully launch new product or service with the efficient use

of the available budget, it's essential to focus exclusively on the prospects we believe are most likely

to purchase from us. These may be customers who are currently buying something similar and will

appreciate the additional features our new product provides.

2. Literature Review:

Launching a new product is involved with the successful market entry. Urban and Hauser, (1993)

stated that “new product launch often requires the largest commitment in time, money, and

managerial resources”. Hultink and Hart (1998) proposed that, new products with high levels of

advantage should be launched with higher levels of marketing expenditures, and with a higher

proportion being aimed at the trade. The breadth of the product line, pricing decisions, and

distribution intensity were the key elements described by Biggadike (1979) and Lambkin (1988) for

their studies of market entry. The research by Hultink et al. (1997) dealing more specifically with new

product launch, showed that “at the tactical level of the launch, the key decision areas essentially

consist of the 4Ps”. Hart and Tzokas (2000) stated that, “Price of a new product, at the time of

launch, is an element integral to its appeal (or lack of appeal), the price reflects its competitive

positioning and for consumers it may be a measure of the product's quality”. Pricing strategy for new

products, described by Choffray and Lilien (1984; 1986), and showed that penetration pricing might

be necessary from the outset. PR, advertising, sales promotion and personal selling as major tools

for communicating the new product to the market (Hart and Tzokas, 2000). Lambkin (1988)

suggested that total advertising expenditures have been shown to have an impact on performance

in the market entry. The study of Cooper (1984) and Yoon and Lilien (1985) showed that the market

with a high potential growth having few competitors are more often the target markets for

successful new products. Craig and Hart, (1992) Montoya-Weiss and Calantone, (1994) showed that

product advantage as an important explanatory variable in new product success. A successful

product launching involves brand positioning. Doyle (1992) mentioned that branding can only be

successful if built on clear product differentiations and advantages.

3. UK Soup Market Analysis

Snacking and convenience are the major drivers of the UK soup sector. The trend of less formal

eating occasions, favouring the light lunch and grazing have all influenced new product

developments (NPDs).

Soups are categorised under three different types as:

1. Dried soup

2. Ambient wet soup and

3. Chilled fresh soup

UK soup market is growing day by day at pace and reached a value of £462m in 2007 (Table 1)

(Mintel, 2008). In 2008, sales of soups continued to increase being positioned as an easy and quick

meal option (Retail World, 2009). Chilled soup achieved the strongest growth in the market by 7%

to reach £111m. Ambient sector also showed a positive growth of 4% reaching £275m. On the other

hand sales of dried soup declined by just over 1% in 2007 reaching £76 million.

Type of Soup 2003 (£m) 2005 (£m) 2007 (£m)

Ambient wet 249 260 275

Dried 87 81 76

Chilled Fresh 77 94 111

Total 413 435 462

Table 1: Different types of soup market (Mintel, April 2008)

Table 2: Table: % Change in sales UK soup market 2006 to 2007 (Mintel, 2008 April)

Adding value drives modest growth (Bainbridge, 2008). Mintel (2008) estimated that UK retail value

of fresh chilled soup will be £128m by 2009, and the sales value will reach to £161m by 2013. The

same report stated that increase in sales between 2003 to 2008 was 55% and it will be 35% between

2008 to 2013. The reason behind this fact is chilled soup market is getting matured.

4. Competitor Analysis:

Type Increase

Ambient Wet 4%

Chilled 7%

Dried -1%

Mintel (2008) reported a slowing down sales in the total UK soup market in 2006. However, the

renewed focus from ambient manufacturers on healthy eating, especially the introduction of more

filling “meal” soups and the rising demand for higher value fresh soups have all combined to

stimulate growth.

We have recommended Master food to launch the Chilled Fresh Soup because,

The chilled soup sector has continued to enjoy the highest growth (7%) between 2006

and 2007 as consumers have traded up to higher-value, premium soup (Table 2).

It is the most promising segment to grow.

The sector has benefited from the increasing trend towards fresh food in general.

Growth in sales of chilled soup has also been boosted by strong NPD activity.

The Biggest player in the chilled soup market is the New Covent Garden followed by the own

label brands (Table 3).

Brand 2003 (£m) 2005 (£m) 2007 (£m)

New Covent Garden 33 43 55

Duchy Originals - 1 3

Simply Organic - 2 3

Heinz - - 1

Baxters 4 6 1

Others 2 3 3

Own – Label 38 39 45

Total 77 94 111

Table 3: Chilled soup manufacturers’ brand shares, 2003-’07

Mintel (2008, May) reported some remarkable activities by competitors as,

A high-profile launch in 2007, the introduction of fresh soup from Heinz as part of its

Farmers’ Market range. The brand undercuts New Covent Garden’s standard price of

around £2.00 by 70p.

Organic fresh soup launched by Yorkshire Provender in 2007, using seasonal British-

grown vegetables. The company likens its products to fruit smoothies in that they use

no preservatives, thickeners or stabilisers.

Tesco used the strategy of targeting the health-conscious consumers with the offer of

fresh soup under its Healthy Living and Light Choice labels. It introduced single-serve

300g tubs for those who wanted the added convenience of eating out of the container,

such as work-based consumers.

Prices vary with the wide range of product varieties and manufactures. We have studied

the competitor’s prices and suggested a suitable price range for the new premium range

soup of Master food (Table 4).

Brand Vegetable Tomato & Basil Chicken

New Covent Garden £1.59 - £ 2.19 £1.29 - £2.10 £2.19 - £2.49

Tesco and Sainsbury £ 1.19 -£1.89 £1.10 - £1.85 £2.29 - £2.49

Waitrose £1.99 - £2.19 £1.85- £2.30 £2.19 - £2.99

Master Food

(recommended) £1.85 - £2.49 £1.30 - £1.90 £1.99 - £2 .80

Table 4: Competitor’s price analysis (Source: www.mysupermarket.co.uk)

5. Target audience:

Chilled soup market UK have a wide range of audience distributed across the country ( Table 5 &

6). For the fresh chilled soup of Master Food we have decide to target the age group, 15 to 54

and the social class ABC1.

According to Mintel (2008 May), “half of all adults only eat soup on one occasion and for three-

quarters of these consumptions, that occasion is lunch, further more multi-occasion users tend

to be significantly younger than single-occasion consumers and to be willing to pay more for

higher quality soups preferring those with more natural ingredients and therefore promoting

chilled soups as an indulgent starter has been identified as an opportunity in the market”.

Table 5: Consumer Penetration and Frequency of Consumption by Demographic (Mintel, 2008 April).

Demographic All soup User Fresh soup User Tinned soup User

All User 85 52 68

Gen

der

Men 83 52 67

Women 87 52 68

Ag

e G

roup

15-24 78 54 63

25-34 85 54 68

35-44 86 54 72

45-54 87 52 70

55-64 85 48 68

65+ 88 50 65

S

ocia

l Gra

de

AB 86 57 65

C1 85 52 68

C2 85 50 71

D 83 47 67

E 83 49 65

Table 6: Consumer Penetration and Frequency of Consumption

By geographic (Mintel, 2008 April).

6. Marketing objectives:

We have set a core marketing objective as,

1. Obtaining 15% of the chilled soup Market (around £20m) by Sep 2010 and

2. Set up an efficient distribution strategy.

6.1 We recommend masterfoods to use only existing outlets with the superstores across the UK,

because as this is a premium product requires a consistence cold chain corner shops or convenient

stores would not be a good idea to sell the product.

Region All soup user Fresh soup user Tinned soup user

Greater London 75 50 50

SE/E Anglia 84 52 67

South West 87 49 70

Wales 88 52 73

East & West Midlands 86 50 69

North west 89 55 72

Yorkshire & Humberside 86 50 71

North 87 55 73

Scotland 89 58 73

7. Communication objectives:

1. To reach 80% of the target audience trough appropriate media planning.

2. Positioning the product through strong brand awareness and

3. Building a strong consumer relationship.

7.1 Product positioning:

The soup will be positioned as,

a. Healthy option*

b. Convenient** and

c. Beat the busy life

* The healthy option ideas about the product we would try to implant in customers’ mind will

be-

1. Less salt

2. Less fat

3. No artificial ingredients

4. Use of fresh British ingredients

** For convenience we recommend Masterfoods to add a spoon with every soup.

8. Promotion:

We have designed several promotional activities including both pull and push strategies.

8.1 The pull strategy we recommend is to distribute 60,000 free samples of (250g) among the

potential customers to create awareness during the key launch period (Appendix-XII). “Some

75,000 consumers were given with samples by Baxters' soups in 2006” (O’relly, 2006).

8.2 To encourage the retailers’ (Push strategy) we have designed the commission (Sept ’09 to April

’10) as (Appendix: XII),

a. Lucrative sales commission during the sales promotion weeks which makes a

substantial amount of £0.54m.

b. Incentive on sale (£0.86m)

9. Media planning:

We have planned to use both above the line and below the line tools.

9.1Below the line:

Normally sales offers for the customers are given in the month of March and April. Offers given

by the some of the competitors in March-April 2008 were:

• New Covent Garden: 2 for £3.00 and even 3 for £4

• Tesco Healthy Living Soup– 4 for £2, save 24p

• Heinz Cream of Chicken – 2 for £3.00, save £1.72

• Sainsbury’s Winter Warmer Vegetable – save 33% was £1.49, now 99p.

• Marks & Spencer chilled soup – buy one get second half price.

We have made the Promotion plan as:

1. Save 20% offer (from 3rd week Sept to 1st week Nov)

2. Save 10% offer (3rd week Mar to Easter)

Besides we’ll be offering 10 Free great Holiday packages for two to encourage the customers:

1. Goa (India): 5 Days

2. Solomon Island: 4 Days

3. Canary Island: 4 Days

9.2 Above the line:

According to Mantel (2008), soup manufacturer’s spending trend on the media has been dominated

by the TV followed by the print media and out door accordingly in 2007 (Table-7).

Media 2003 (£) 2004 (£) 2005 (£) 2006 (£) 2007 (£)

TV 3,096,853 5,394,523 4,621,033 2,502,756 3,256,214

Press 371,761 890,159 1,390.800 1,053,835 1,099,034

Outdoor 703,074 1,187,183 381,759 - 647,092

Radio 886,382 1,165,120 302,912 112,617 49,357

Direct mail - 11,228 - - -

Table 7: Main monitored media advertising expenditure on soup, by type of media, 2003-07

We have carefully selected the media vehicles with corresponding schedules to serve the purpose

best.

TV: To advertise the soup Mimosa we have selected ITV1 specially targeting the female consumers.

Special emphasis has been given on the Christmas and Easter season (Appendix- I). ITV1 has a huge

viewer of approximately 50m, of which 24m are ABC1 (Appendix-IX).

Newspaper: Daily Mail, The Times and Metro have been selected as these have a wide circulation of

2.0m, 0.5m and 3.2m accordingly (Appendix-II). For the day of product launch and 3 rd week of

December there will be full page colour advertisements in all these three news papers. Schedules

have been designed in such a way to cover the whole product launch period (Appendix-XI).

Magazine: Hello and Sainsbury’s magazines were selected. Hello is specially for female consumers

which have a readership of 2.0m of which 58% is ABC1. On the other hand Sainsbury’s magazine has

a circulation of 3.9m (Appendix-X). Advertisement has been emphasized in the month of December

mainly (Appendix-III).

Underground: Three million passengers travelling through the network every day, Tube advertising

is a very effective way of getting a message to our audience. Nine interchange stations have been

selected under commuter pack and entertain pack to get the maximum audience (Appendix-IV).

National Rail: Ten major National Rail network Land Marks across the country have been selected

for the campaign (Appendix-V).

Billboard: 160 billboards consisting both National Network and Main City Network have been

selected across the UK (Appendix-VI).

Bus: Buses are the most seen medium in town. There is little other advertising in town centres, so

buses catch the attention of almost 29 million consumers. 90% of UK adults living with in five

minutes of a bus route. 260 buses have been selected with different advertisement format across

the country (Appendix-VII).

Online: Online advertising is now an important component of some of the most successful product

launching and branding campaigns. It now reaches 61% of the UK’s population – that’s 28.7 million

people. We have planned to use both Yahoo and Google for this campaign (Appendix-VIII). Around

50% of the UK population is using yahoo and 64% of them are ABC1. On the other hand Google leads

the search site pack and maintains its place at the top for a second year , with Yahoo close behind

(Media Week, 2008).

Yahoo advertisements are Banner Panel and Mail Banner where as Google will be using Search

Engine Option. Online campaign will be for the whole period except for the January month.

10. Customer Relationship Management Plan:

Lawrence (2002) stated about CRM as “The Myth is CRM is about information technology and the

Reality is Customer relationship management is a comprehensive business strategy”. It is very

important for successful business to maintain good and efficient customer relationship.

We have developed wonderful idea for CRM. During the whole period of product launch there will

be ten great free holiday offers for the customers to participate. The cod number underneath the

label of every soup can be sent to the Masterfoods through internet (www.masterfoods.....) or SMS

(000111…..) or free phone (08000……). The information given by the customer can be used to send

them different offers at different times (with their prior consent) to maintain a good CRM.

11. Evaluation and control:

We have designed a frame work to get feed back from the target audience by direct field data

collection. Effectiveness of the promotion will be measured by the sales volume as well.

Depending on the performance of different media vehicles and promotional activities we shall

reset the course if required during the promotion period.

12. Budget Overview:

The planned spending of the allocated budget is very efficient in terms of successful marketing

communication.

Fig 1: Budget break down

Name of the Media Cost

TV £809,000

Print media £670,000

Out Door £1,538,000

Online £485,000

Promotion £940,000

Others £558,000

Total £5,000,000

Fig 2: Overall Spending

13. Conclusion:

The Integrated Marketing Communication Strategy we have designed for Masterfoods will bring a

great success. We believe that Mimosa will be able to acquire a strong position in the chilled food

sector in the UK. In future Mimosa will be a synonym for Soup.

Reference:

Bainbridge, J. (2008), Consumers take comfort. Marketing. Oct 29, Haymarket Business Publications Ltd. London: pp. 30-32.

Biggadike, E.R (1979), Corporate Diversification: Entry, Strategy and Performance, Harvard University Press, Cambridge, MA,

Choffray, J.M, Lilien, G.L (1984), Strategies behind the successful industrial product launch, Business Marketing, pp.82-95.

Choffray, J.M, Lilien, G.L (1986), A decision-support system for evaluating sales prospects and launch strategies for new products, Industrial Marketing Management, Vol. 15 pp.75-85.

Cooper, R.G (1984), How new product strategies impact on performance, Journal of Product Innovation Management, Vol. 1 No.1, pp.5-18.

Craig, A, Hart, S (1992), "Where to now in new product development research?", European Journal of Marketing, Vol. 26 (11), pp.3-49.

Hultink, E.J, Robben, H (1995), Measuring new product success: the difference that time makes, Journal of Product Innovation Management, Vol. 12 pp.392-405.

Hart, S. and Tzokas, N. (2000 ), New product launch ``mix'' in growth and mature product markets, Benchmarking: An International Journal, Vol. 7(5), pp. 389-405, MCB University Press, 1463-5771.

Hultink E. J. and Hart, S. (1998), The world’s path to the better mousetrap: myth or reality? An empirical investigation into the launch strategies of high and low advantage new products,

European Journal of Innovation Management, Vol.1 (3), pp. 106–122 © MCB University Press · ISSN 1460-1060.

Lambkin, M (1988), Order of entry and performance in new markets, Strategic Management Journal, Vol. 9, pp.127-40.

Media Week (2008), Google way ahead in December search figures, Feb 12.

Montoya-Weiss, M.M, Calantone, R.G (1994), Determinants of new product performance: a review and a meta-analysis, Journal of Product Innovation Management, Vol. (5), pp.397-417.

Lawrence A. C. (2002), exploding some myths about customer relationship management, Managing Service Quality, Vol. 12 (5), pp 271-277

O’relly, G. (2006), Promotions & Incentives, News: Campaign, Haymarket Business Publications Ltd., London: Nov/Dec, 2006. pg. 5,

Retail World (2009), Ready-to-serve soups drive market, Feb 2-Feb 13, 2009. Vol. 62 (2), pg. 24.

Urban, G.L., Carter, T., Gaskin, S., Mucha, Z. (1986), Market share rewards to pioneering brands: an empirical analysis and strategic implications, Management Science, Vol. 32 (6), pp.645-59.

Yoon, E, Lilien, G.L (1985), New industrial product performance: the effect of market characteristics and strategy, Journal of Product Innovation Management, Vol. 3 pp.134-44.

Web links:

• http://uk.media.yahoo.com/advertisingonline/index.html• www.cbsoutdoor.co.uk (http://www.cbsoutdoor.co.uk/web/Our-products/London-

Underground.htm)• www.google.com• www.jcdecaux.co.uk• www.metro.co.uk• www.mysupermarket.co.uk • www.mysupermarket.co.uk• www.thedailymail.co.uk• www.thetimes.co.uk

www.yahoo.com

Channel (X-MAS) Sep’ 09 Oct –Nov’ 09 Dec’ 09 Total cost

ITV1 14 times 42 times 28 times £ 539,823

Channel (EASTER) Feb-March’ 10 Apr’ 10 Total cost

ITV

1

28 times 21 times £ 269,911

TV Schedule: (Everyday 7 -9.30pm)

Sept Oct Nov Dec Jan Feb Mar April

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

• • • • • • • • • • • • • • • • • • • •

TV Appendix - i

Name Type/Size Days Rate/Day Total

Guaranteed day & position (Full page) Colour 2 * £50,000 (£53,676)

£100,000

Back page (17cms x 2 cols) Colour 20 £6,000 (£7,080)

£120,000

Compact (Full page) 2 * £20,000 (£27,195)

£40,000

Centre spread - Business News (10 x 7/20 x 2/20x3cm)

20 £5,000 (£6,090)

£100,000

National (Full page) Colour 2 * £35,000 (£36,104)

£70,000

National (10cms x 7.3cms) Colour 20 £3,000 (£3,034)

£60,000

National (5cms x 3.5cms) Colour 155 £700 (£758) £108,500

Total £598,500

Sept Oct Nov Dec Jan Feb Mar Apr

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

• • • •

• • • •

♦ ♦ ♦ ♦

• • • • • • • • • • • • • • • • • • • • • • • • • • • • •

NEWSPAPER

*Launch day & 3rd week of December

Appendix - ii

Add Type Weeks/months Rate Total

Hello (Weekly) Front right Side(¼ page) 8 £6,435 £51,480

Sainsbury’s (Monthly) Full Page 2 £13,825 £27,650

Total £79,130

Sept Oct Nov Dec Jan Feb Mar Apr

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

• • • • • • • •

• •

Magazine

Tube

Appendix - iii

Appendix - iv

Day Part Time Station Pack Cost (2Weeks) Total Cost

Commuter pack Mon – Fri 6am – 10 am

5pm – 7pm

Interchange

Pack (9 Stations)

£53,000 14Weeks

£371,000

Entertain Pack Week Days

7am -12am

Interchange

Pack (9 Stations)

£20,000 8Weeks

£80,000

Tube car panels: £20/2wks, x 50 TCP / Tube x 80 £80,000

Sept Oct Nov Dec Jan Feb Mar Apr

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

• • ♦ ♦ • • ♦ ♦ • • • • ♦ ♦ ♦ ♦ • • • • • •

Appendix - v

Location Cost (8+4 weeks) Location Cost (8+4 weeks)

Aberdeen £6,500 Oxford £5,000

Bristol £13,500 Peterborough £5,000

Cardiff £11,000 Reading £14,000

Liverpool £13,500 Swansea £5,500

Newcastle £6,500 Swindon £6,000

Total £86,500

Sep 3rd wk – 2nd wk Oct 2009 + December 2009 + 3rd wk Mar-3rd wk April

National Rail

Billboard Appendix - vi

Networks No. of Ads Distribution Rate Total

National Network

48 Sheet HD20

140 G. London 40

Others 100

£350

(2week)

£343,000

Main City Network

96Sheet HD400

20 G. London 10

Others 10

£1500

(2week)

£196,000

Total 160 £539,000

Sept Oct Nov Dec Jan Feb Mar Apr

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

• • • • • • • • • • • • • •

♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦

BUS Appendix - vii

Area Type No. of Bus week Cost Total

London ( ♦) Mega side 15 8 £2480/4wk £74,400

London Gold (•) Super Side 40 8 £523/2wk £83,680

London & Selected City (•) Super Side 50 12 £413/2wk £123,900

Manchester Metro link, Arriva (outside London) & Other Areas ( ♦)

Super Side 140 12 £160/4wk £67,200

Midland Metro & Sheffield Super Tram (•)

Super Side 15 12 £744/4wk £33,480

Total £382,660

Sept Oct Nov Dec Jan Feb Mar Apr

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦

• • • • • • • •

• • • • • • • • • • • •

♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦

• • • • • • • • • • • •

BUSE

STR

AM

Appendix - viii

Position Banner/Size No of days Rate/CPT Total cost

Expando Brand Panel

Expanding (300x100)mm

14 £12,000 £168,500

Mail Banner (468x60mm)

168 £4.00 £67,200

Total £235,700

Sept Oct Nov Dec Jan Feb Mar Apr

1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

♦ ♦

• • • • • • • • • • • • • • • • • • • • • • • •

• • • • • • • • • • • • • • • • • • • • • • • •

Ad Type Ad Detail Duration Budget

Sponsored Link Flat Rate PPC Whole Period 215Days £250,000

YAHOO

Google

ITV1Appendix - ix

Class Network

ABC1 Housewives 12,711,000

Men 23,302,000

Men 16-34 7,162,000

Men ABC1 11,854,000

Women 24,865,000

Women 16-34 7,186,000

Women ABC1 12,736,000

Adults 48,167,000

Adults 16-24 6,820,000

Adults 16-34 14,348,000

Adults ABC1 24,590,000

Source: ITV/BARB, March 2009

Anglia 3.5m

Border 0.5m

Central 7.4m

Granada 5.4m

London 9.5m

Meridian 4.7m

Stv 3.8m

Tyne Tees 2.3m

UTV 1.3m

Wales and West 4.0m

Westcountry 1.4m

Yorkshire 4.7m

Macros 1.8m

-------------

Total = 50.3m

Demographics

Appendix - x

SOCIAL GROUP Reader

A 4%

B 22%

C1 32%

C2 23%

D 12%

E 6%

AB 26%

ABC1 58%

Newspaper Appendix - xi