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Design/Methodology:
Analysis of consumer
panel purchase data for a brand and its competitive set within
a category. Can be continuous tracking or ‘snapshot’.
Marketing
Issues Addressed:
- What is my brand’s competitive set?
- Do I need a loyalty building programme?
- Does loyalty vary by flavour, size or form?
- If my brand is de-listed, which brands are likely to ‘win’?
Analyses
Delivered:
Key indicators of
a brand buyer’s repertoire within a category. Allows
performance measurement against other brands and across time.
Works With:
Winning Brands (retention
programmes).
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