From an household perspective or dividing populatio by age?
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Market size of Umbrellas in Italy. How to better approach it?
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Hi,
in terms of volume I would approach it with a household perspective:
- umbrellas per household
- life of umbrellas
- umbrellas purchased because forgotten at home
- umbrellas purchased in Italy by foreigners (tourists, businessmen)
If the objective is the total market in € you should also differentiate at least 2 categories of umbrellas (cheap and premium)
Best,
Antonello
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Hi,
One approach is highlighted below :
Few things to remember when sizing this market
- It is important to divide umbrella purchases into planned vs impulse buys given the nature of the market
- For planned purchases - you can take a household approach using standard assumptions and anything from less than to a little over 1 umbrella per member is reasonable
- One thing to note here is there are also non-household purchases (hotels, offices etc.). So scale up your household assumption by a reasonable number like10- 25% to account for these (depending on your assumptions)
- Replacement rate also matters but I think would be extremely small for non impulse umbrellas (I cant remember the last time I checked an umbrella without going in the rain!)
- For impulse buys I think the following are the key markets
- Domestic buyers caught in the rain
- Look at number of rainy days in a year in Italy
- Make assumption on number of people there that would need to buy umbrellas because they are outside in the rain and got caught or umbrella didn't work (should be a very small % for each day)
- Add up the numbers for all the days
- Tourists
- Estimate total tourists (maybe by season so you can focus on rainy season if relevant)
- Estimate % that would need umbrellas on each rainy day(fair to say a high number of tourists like 50% or so don’t have space to or don’t remember to bring umbrellas on their trips). This number should be quite a bit higher than domestic number because tourists are looking to do things outside all the time.
- Add the numbers up
- Domestic buyers caught in the rain
- Also remember competition from things like ponchos - which should reduce all your numbers (make an assumption on poncho vs umbrella sales depending on factors like price and intensity of rainfall)
- Accounting for all of the above get rough market size for annual umbrella sales in Italy
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