Marketing-Measuring and Interpreting Brand Performance - Buyer and Assignment

Essays on Marketing-Measuring and Interpreting Brand Performance - Buyer and Consumer Behaviour Assignment 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.â€Å"Calculating Interpreting Brand Performance Measures†Table 1: Brand Performance MeasuresBrandMarket Share(%)Penetration(%)Average Purchase FrequencyCategory Buying RateShare of Category Requirements (%)Sole Loyalty(%)Corn Flakes37732.35.44322Weetbix24502.25.9378.6Special K194427.0293.2Cheerios14401.67.123noneJust Right5.3211.18.513noneAverage20461.86.8296.8Cheerios:Market Share= = (45/318)*100= 14Penetration= = (28/70)*100= 40Average Purchase Frequency= = 45/28=1.6Category Buying Rate== 200/28=7.1Share of Category Requirements== (1.6/7.1)*100=23Sole Loyalty=(None)Special K:Market Share= = (62/318)*100= 19Penetration= = (31/70)*100= 44Average Purchase Frequency= = 62/31=2Category Buying Rate==218/31=7.0Share of Category Requirements== (2/7.0)*100=29Sole Loyalty== (1/31)*100=3.2Corn Flakes:Market Share= = (117/318)*100= 37Penetration= = (51/70)*100= 73Average Purchase Frequency= = 117/51=2.3Category Buying Rate==273/51=5.4Share of Category Requirements= = (2.3/5.4)*100=43Sole Loyalty== (11/51)*100= 22Weetbix:Market Share= = (77/318)*100= 24Penetration= = (35/70)*100= 50Average Purchase Frequency= = 77/35=2.2Category Buying Rate==208/35=5.9Share of Category Requirements== (2.2/5.9)*100=37Sole Loyalty== (3/35)*100= 8.6Just Right:Market Share= = (17/318)*100= 5.3Penetration= = (15/70)*100= 21Average Purchase Frequency= =17/15=1.1Category Buying Rate==127/15=8.5Share of Category Requirements== (1.1/8.5)*100=13Sole 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.