All-over Shampoo is a leading brand in the company's western
sales region. Of the 735,000 households in the region, 500,000
purchase the shampoo category. Among this group, 204,000 households
purchased All-over shampoo. Households that bought All-over brand
shampoo purchased 543,000 bottles of All-over. Those same
households purchased 819,000 bottles of shampoo in total. The
average consumption of households that bought any brand of shampoo
was 2.4 20oz bottles. However, All-over is targeted at heavy
users.
What is the brand penetration of All-over shampoo?