Essays on Marketing-Measuring and Interpreting Brand Performance - Buyer and Consumer Behaviour Assignment

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The paper "Marketing-Measuring and Interpreting Brand Performance - Buyer and Consumer Behaviour" is a wonderful example of an assignment on marketing. Marketing is a very vital component of every business. This is because marketing places the products of a specific company into the limelight and enhances its visibility in the eyes of the clients. This essay shows how this concept has been applied in an effort or trying to analyze how a certain brand, Corn flakes fairs with other brands in the market. Various parameters and statistical inferences have been utilized here in a bid to place this brand in the context of the other brands in the market.

These metrics have been analyzed using three sections; Brand performance, Awareness and salience, and demographics, and segmentation. It will be found that each of these metrics affect the brand positioning and visibility in different ways. It will also be found that it is the absolute prerogative of the company to ensure that the brand is made fully visible. “ Calculating & Interpreting Brand Performance Measures” Table 1: Brand Performance Measures Brand Market Share(%) Penetration(%) Average Purchase Frequency Category Buying Rate Share of Category Requirements (%) Sole Loyalty(%) Corn Flakes 37 73 2.3 5.4 43 22 Weetbix 24 50 2.2 5.9 37 8.6 Special K 19 44 2 7.0 29 3.2 Cheerios 14 40 1.6 7.1 23 none Just Right 5.3 21 1.1 8.5 13 none Average 20 46 1.8 6.8 29 6.8 Cheerios: Market Share= = (45/318)*100= 14 Penetration= = (28/70)*100= 40 Average Purchase Frequency= = 45/28=1.6 Category Buying Rate== 200/28=7.1 Share of Category Requirements== (1.6/7.1)*100=23 Sole Loyalty=(None) Special K: Market Share= = (62/318)*100= 19 Penetration= = (31/70)*100= 44 Average Purchase Frequency= = 62/31=2 Category Buying Rate==218/31=7.0 Share of Category Requirements== (2/7.0)*100=29 Sole Loyalty= = (1/31)*100=3.2 Corn Flakes: Market Share= = (117/318)*100= 37 Penetration= = (51/70)*100= 73 Average Purchase Frequency= = 117/51=2.3 Category Buying Rate==273/51=5.4 Share of Category Requirements== (2.3/5.4)*100=43 Sole Loyalty= = (11/51)*100= 22 Weetbix: Market Share= = (77/318)*100= 24 Penetration= = (35/70)*100= 50 Average Purchase Frequency= = 77/35=2.2 Category Buying Rate==208/35=5.9 Share of Category Requirements== (2.2/5.9)*100=37 Sole Loyalty= = (3/35)*100= 8.6 Just Right: Market Share= = (17/318)*100= 5.3 Penetration= = (15/70)*100= 21 Average Purchase Frequency= =17/15=1.1 Category Buying Rate==127/15=8.5 Share of Category Requirements== (1.1/8.5)*100=13 Sole Loyalty=(None) Corn Flakes have 37% of market share means Corn Flakes’ product sales take up 37% of all brand product sales.

If there are 100 products from different brands, we can sale 37 products.

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