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 2003 (£m) 2005 (£m) 2007 (£m)

Soup

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)

Type Increase

Ambient Wet 4%

Chilled 7%

Dried -1%

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:

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 & Chicken
Basil

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

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

Sainsbury

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

Master Food

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

£2.49

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 Fresh soup Tinned soup

User User User

All User 85 52 68
Gender

Men 83 52 67

Women 87 52 68

15-24 78 54 63
Age Group

25-34 85 54 68

35-44 86 54 72

45-54 87 52 70

55-64 85 48 68

65+ 88 50 65

AB 86 57 65
Social Grade

C1 85 52 68

C2 85 50 71

D 83 47 67

E 83 49 65
 Region All soup Fresh soup Tinned soup
user user 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

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.

 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 3,096,85 5,394,523 4,621,033 2,502,75 3,256,21

3 6 4

Press 371,761 890,159 1,390.800 1,053,83 1,099,03

5 4

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 3rd 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.

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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
TV
Oct –Nov’ 09 Dec’ 09
Appendix
Total cost

ITV1 14 times 42 times 28 times £ 539,823

Channel Feb-March’ 10 Apr’ 10 Total cost

(EASTER)

ITV 28 times 21 times £ 269,911

TV Schedule: (Everyday 7 -9.30pm)

Sept Oct Nov Dec Jan Feb Mar April

12 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
NEWSPAP
Name Type/Size Days Rate/Day Total

Guaranteed day & position (Full page) Colour 2* £50,000 £100,000

(£53,676)

Back page (17cms x 2 cols) Colour 20 £6,000 £120,000

(£7,080)

Compact (Full page) 2* £20,000 £40,000

(£27,195)

Centre spread - Business News (10 x 7/20 x 20 £5,000 £100,000

2/20x3cm) (£6,090)

National (Full page) Colour 2* £35,000 £70,000

(£36,104)

National (10cms x 7.3cms) Colour 20 £3,000 £60,000

(£3,034)

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

Total £598,500

Sept Oct Nov Dec Jan Feb Mar Apr

12 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

• • • •

• • • •
♦ ♦ ♦ ♦

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

*Launch day & 3rd week of

December
 Magazin Appendix -
e
Add Type Weeks/mont Rate Total
hs

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

page)

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

(Monthly)

Total £79,130

Sept Oct Nov Dec Jan Feb Mar Apr

12 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 -
Tube
Day Part Time Station Pack Cost Total Cost
(2Weeks)

Commuter Mon – Fri 6am – 10 Interchange £53,000 14Weeks

pack am
Pack (9 Stations) £371,000
5pm –
7pm

Entertain Pack Week Days Interchange £20,000 8Weeks

7am -12am Pack (9 Stations) £80,000

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

panels:

Sept Oct Nov Dec Jan Feb Mar Apr

12 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
National
Rail

Location Cost (8+4 Location Cost (8+4

weeks) 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 2010
 Billboar Appendix -

Networks No. ofd Distribution Rate Total

Ads

National 140 G. London £350 £343,000

Network 40
(2week)
48 Sheet Others 100
HD20

Main City 20 G. London £1500 £196,000

Network 10
(2week)
96Sheet Others 10
HD400

Total 160 £539,000

Sept Oct Nov Dec Jan Feb Mar Apr

12 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 -

Sept Oct AreaNov Dec Type Jan Feb week Mar Cost Apr Total
No. of
Bus
12 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

London
♦ ♦ ♦ ♦ ( ♦) ♦ Mega
♦ ♦ ♦side 15 8 £2480/4wk £74,400
• • • • • • • •
London Gold (•) Super 40 8 £523/2wk £83,680
• • • Side
• • • • • • • • •
BUSE

♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦ ♦
London & Selected City Super 50 12 £413/2wk £123,90
S

(•)•
• • Side
• • • • • • • • • 0

Manchester Metro link, Super 140 12 £160/4wk £67,200

Arriva (outside London) & Side
Other Areas ( ♦)

Midland Metro & Sheffield Super 15 12 £744/4wk £33,480

TRAM

Super Tram (•) Side

Total £382,66
0
 Appendix -
YAHO
O
Position Banner/Size No of Rate/CPT Total cost
days

Expando Expanding 14 £12,000 £168,500

Brand Panel (300x100)mm

Mail Banner 168 £4.00 £67,200

(468x60mm)

Total £235,700

Sept Oct Nov Dec Jan Feb Mar Apr

12 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

♦ ♦

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

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

Google
Ad Type Ad Detail Duration Budget

Sponsored Flat Rate Whole Period £250,000

Link PPC 215Days
 Appendix -

ITV1
Demographic
s
Class Network Anglia
3.5m
12,711,0 Border
ABC1 Housewives
00
0.5m
23,302,0
Men Central
00
7.4m
7,162,00
Men 16-34
0
Granada
Men ABC1
11,854,0 5.4m
00
London
24,865,0
Women
00 9.5m

7,186,00 Meridian
Women 16-34
0 4.7m
12,736,0
Women ABC1 Stv
00
3.8m
48,167,0
Adults
00 Tyne Tees
6,820,00 2.3m
Adults 16-24
0
UTV
14,348,0 1.3m
Adults 16-34
00

24,590,0
Wales and West
Adults ABC1 4.0m
00

Source: ITV/BARB, March 2009

 Appendix -

SOCIAL GROUP Reader

A 4%
B 22%
C1 32%
C2 23%
D 12%
E 6%
AB 26%
ABC1 58%

Newspap Appendix -

er