-As the Brand Manager for Red Bull, What Would You

Multiple Choice

$$\begin{array} { | l c c c c | } \hline \text { Brand } & { \text { Dollar Sales Market Share } } &&{ \text { Unit Volume Market Share } } \\\hline \text { Red Bull } & \mathbf { 2 0 1 0 } & \mathbf { 2 0 0 9 } & \mathbf { 2 0 1 0 } & \mathbf { 2 0 0 9 } \\\hline \text { Monster } & 18 & 37 \% & 33 \% & 33 \% \\\hline \text { Rockstar } & 7 & 17 & 19 & 18 \\\hline \begin{array} { l } \text { Other } \\\text { Brands }\end{array} & \frac { 37 } { 100 \% } & \frac { 38 } { 100 \% } & \frac { 40 } { 100 \% } & \frac { 40 } { 100 \% } \\\hline\end{array}$$
-As the brand manager for Red Bull, what would you conclude from the information provided in the Price Premium Marketing Dashboard above?

A) Red Bull has a price premium relative to Monster.
B) Rockstar has a price premium relative to Monster.
C) Red Bull engaged in price discounting relative to Monster and Rockstar from 2009 to 2010.
D) Rockstar sold more product than Monster in 2010.
E) In terms of dollar market share, Red Bull has a lower share than the "Other Brands" category.