Coca$-$Cola Canada buys household panel data from a market research company. A set of quarterly summary data for Ontario is included in the next worksheet in this Excel file. The total Ontario market is split to four geo$/$demographic segments: Greater Toront Area $($GTA$)$ vs$.$ Remaing Ontario $($Rem$.$ Ont.$)$ and households with children vs$.$ without children. The category of focus is carbonated soft drinks consisting of $($total$)$ Coca Cola Brands, $($total$)$ Pepsi Cola Brands, and $($total$)$ Remaining Brands for simplicity. The data has been projected to $5,500,000$ households in Ontario.

Your task is to analyze the data, identify issues and opportunities, and make marketing recommendations. Specifically, Calculate the following metrics from the data $($in terms of Liters$)$ for each of the four market segments, Total GTA, Total Remaining Ontario, and Total Ontario:

$1.$ Market Share and BDI for Total Coca Cola Brands. $(3$ marks$)$

$2.$ CDI for the Carbonated Soft Drink category. $(2$ marks$)$

$3.$ Category Penetration $\%,$ and Penetration $\%$ and Penetration Share for Total Coca Cola Brands. $(3$ marks$)$

$4.$ Share of Requirement for Total Coca Cola Brands. $(4$ marks$)$

$5.$ Usage Index for Total Coca Cola Brands. $(4$ marks$)$

Finally, based on your calculated metrics, what marketing recommendations would you make? $(4$ marks$)$