## Share of Wallet Formula and Calculator

### Share of Wallet Meaning

Share of wallet refers to the proportion of money that customers spend on a specific brand compared to their overall spend within a specific product category. For example of share of wallet, see share of wallet definition in the marketing dictionary.

### Share of Wallet Formula

Share of wallet can be calculated based on percent of revenue or units.

### Share of Wallet Calculator – Units

Use the following marketing calculator to calculate share of wallet based on units sold.

### Share of Wallet Calculator – Revenue

Use the following marketing calculator to calculate share of wallet based on revenue.

## Markup on Cost Formula and Calculator

Using the calculator below, you can calculate the markup on cost percentage of a product.

## Direct Product Profitability – DPP- Formula

For a complete definition and the calculation formula of Direct Product Profitability (DPP) the marketing dictionary.

## Category Development Index – CDI – Formula

CDI= percentage of product category total sales in a market /  total population of market region x 100

Note: total number of market region is the overall region, such as the U.S. or a specific state, or country.

## Market Share Formula and Calculator

Market share refers to the percentage of either units (goods/services) or revenue of a market that a company or product controls.

The purpose for a marketing manager to calculate and know their organizations or products market share is that market share is an indicator on how well or poorly a company or product is doing against competitor companies or products of the same category in the same market. It basically allows the marketing manager to determine both the market growth or decline of their company or products in a specific market.

Understanding market share also allows the marketing professional to exam trends with customers as they make selections with the competition. Market share can also be used as an early indicator of whether a product or service is doing well within a market or if there are signs of trouble with the product or service.

### Market Share – Formulas

Below are two marketing math formulas for calculating market share; one formula calculates the unit market share which are product units sold by a company in a specific market as compared to similar competitor products in the same market.

The other market share formula is revenue market share. This marketing math formula calculates the price at which the product or service is sold.

### Unit Market Share

Use the form below to calculate market share for product units sold in a specific market against similar products in the same market.

### Revenue Market Share

Use the form below to calculate revenue market share for the price of products or services against similar products or services in the same market.

## Brand Development Indicator Calculator

BDI= percentage of brand to total sales in a region /  total population of market region x 100

Note: total number of market region is the overall region, such as the U.S. or a specific state, or country.

## Cost-plus Pricing Formula (markup pricing)

Cost-plus pricing (or markup pricing) is a cost-based method that simply adds a standard markup to the cost of a product or service.

Under the cost-plus pricing approach, a company needs to establish the total units to be sold. Note: an estimation of units can be used if the actual unit total is not available. Variable costs will remain a constant regardless of output, but the average unit fixed costs may decrease as output increases.

As an example, let’s assume a cell phone case manufacture will be producing cell phone cases. Suppose they have fixed costs of \$5 million, variable costs of \$2 per unit, and expects to sale 500,000 units of one particular cell phone case model. The cost-plus pricing formula will look like this:

### Cost-plus Pricing – Formula

After the calculation, you can see that the cost per unit (cost per cell phone case) is \$12 per unit.

### Cost-plus Pricing – Calculator

Use the cost-plus pricing calculator below to conduct your own marketing calculations.