ARP stands for Average Retail Price and is calculated by dividing Dollars by Units. ARP is a blend of promoted and everyday pricing over a time period, and when used at the category, subcategory or brand levels, bunches up all the products together – for instance in the Soda subcategory, individual cans, six packs and two-liter bottles are all averaged together. Brands can use Equivalized Units (EQ Units) pricing to normalize for that, or they can use Base ARP to figure out everyday pricing and ARP, Promo to learn about promotional pricing.