brand attribute differentiation - multivariate solutions
TRANSCRIPT
ASSIGNMENT
• To Develop an Analytical Approach Which Will Assess the Ability of Brand Specific Attributes to Differentiate Heavy, Moderate, and Light Users of Major Coca-Cola Brands
Methodology
•Derived Importance– Using Brand Specific or Intrinsic Attributes, Regress on
Purchase Intent and Rank Resulting T Values* for a Measure of Importance
•Target Group Differences– Calculate Percentage Gaps of Attributes Between Target
Groups (e.g.. Heavy vs.. Light Coca-Cola Drinkers) for Brand Specific or Intrinsic Attributes
* T-Value is the statistical measure of significance in regression analysis
Goal
• To Differentiate Between Coca-Cola Consumption Groups in Order to Plan Targeting to Bring Weekly Drinkers into the Daily Category and Monthly Drinkers into the Weekly Category• Grow Volume
Applicability
• Brand Attribute Differentiation Can Be Applied to Any Brand In Any Target Market•The Methodology Can Be Applied to Any Given Subgroup (E.g.. User Frequency Groups, Demographic Profiles, Between Markets, etc.)•May Be Used In Conjunction With Other Methodologies
Brand Specific AttributesCoca-Cola
• Coca Cola Brand Specific Attributes– Has Real Cola Taste– Has an Unforgettable Taste– Revitalizes Me– Gives me Enjoyment Any Time– Good to Drink With Family and Friends– Is Recognized as the Best Soft Drink
• Intrinsic Attributes– Great Tasting– Very Refreshing– Thirst Quenching– High Quality– Worth What it Costs– Goes Well With Meals and Snacks
Males in the 12-29 Year Old Age Group Are The Largest Segment of Daily Coca-Cola Drinkers
Demographic Profile of Coca-Cola Consumption Categories
Total Daily Weekly MonthlyDrink Coke 62% 20% 26% 16%
33% 41% 26%Male 51% 65% 60% 46%Female 49% 35% 40% 54%12-19 18% 31% 23% 16%20-29 29% 41% 33% 25%30-39 28% 21% 27% 29%40-49 25% 8% 17% 30%
Coca-Cola Brand Image Is Most Highly Viewed as “Best Brand of Soft Drink”, “Real Cola Taste”, and “High Quality”
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BEST BRANDHAS REAL CO
LA TASTEG
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/ FRIEND
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ENT ANY TIME
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ETTABLE TASTE
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Coca-Cola Brand Specific Attributes Coca-Cola Intrinsic Brand Attributes
“Enjoyment Anytime” and “Recognized as Best Brand” are the Most Important Brand Specific Attributes for Daily Coca-Cola Drinkers. Intrinsically They Feel That Coca-Cola is A “Good Value” That “Goes Well With Meals and Snacks”
Derived Importance Among Coca-Cola Daily Drinkers
Brand Specific Derived Importance
Brand Specific Attribute T-ValueEnjoyment anytime 15.9Recognized as best brand 11.0Good to drink w/family-friends 7.1Has real cola taste -0.2Revitalizes me 0.0Has an unforgettable taste -0.1
Intrinsic Brand Derived Importance
Intrinstic Coca-Cola Attributes T-ValueWorth what it costs 7.7Goes well with meals and snacks 7.2Very refreshing 4.4Great tasting 3.0High quality 1.7Thirst quenching -0.8
The Largest Gaps Between Daily and Weekly Coca-Cola Drinkers are “Gives Me Enjoyment Anytime” and “Great Tasting”
Delivery Gaps Between Daily and Weekly Coca-Cola Drinker
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-3 2 7 12 17 22
HIGH QUALITY
THIRST QUENCHING
VERY REFRESHING
GOES WELL WITH MEALS AND SNACKS
WORTH WHAT IT COSTS
GREAT TASTING
RECOGNIZED AS THE BEST BRAND OF SOFT DRINK
REVITALIZES ME
HAS REAL COLA TASTE
GOOD TO DRINK WITH FRIENDS AND FAMILY
HAS AN UNFORGETTABLE TASTE
GIVES ME ENJOYMENT ANY TIME
Coca-Cola Brand Specific Attributes
Coca-Cola Intrinsic Brand Attributes
In Order to Move Weekly into the Daily Category, Two Brand Specific and Two Intrinsic Attributes Can Be Emphasized
Differentiating Daily Vs. Weekly Coke Brand Specific Features
• Gives Me Enjoyment Anytime • Good To Drink With Family and Friends
Differentiating Daily Vs. Weekly Coke Intrinsic Features
• Worth What is Costs• Good With Meals and Snacks
“Good to Drink with Family/Friends” and “Recognized as Best Brand” are the Most Important Brand Specific Attributes for Weekly Coca-Cola Drinkers. They Also Feel That “Worth What it Costs”, “Very Refreshing”, and “Great Tasting” are the Most Important Intrinsic Attributes
Derived Importance Among Coca-Cola Weekly Drinkers
Brand Specific Derived Importance
Brand Specific Attribute T-ValueGood to drink w/family-friends 17.5Recognized as best brand 14.8Has an unforgettable taste 9.4Enjoyment anytime 2.0Revitalizes me 1.7Has real cola taste 0.6
Intrinsic Brand Derived Importance
Intrinstic Coca-Cola Attributes T-ValueWorth what it costs 12.0Very refreshing 11.3Great tasting 6.6Thirst quenching 4.6Goes well with meals and snacks 2.8High quality -0.4
Coca-Cola Weekly Drinkers Are More Differentiated from Less Than Weekly Drinkers by Intrinsics Than By Brand Specific Attributes
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HIGH QUALITY
GOES WELL WITH MEALS AND SNACKS
THIRST QUENCHING
VERY REFRESHING
WORTH WHAT IT COSTS
GREAT TASTING
HAS AN UNFORGETTABLE TASTE
HAS REAL COLA TASTE
RECOGNIZED AS THE BEST BRAND OF SOFT DRINK
GOOD TO DRINK WITH FRIENDS AND FAMILY
REVITALIZES ME
GIVES ME ENJOYMENT ANY TIME
Coca-Cola Brand Specific Attributes
Coca-Cola Intrinsic Brand Attributes
Delivery Gaps Between Weekly and Monthly Coca-Cola Drinkers
A Different Strategy is Required to Move Monthly Drinkers To Weekly Drinkers than to Move Weekly Drinkers to Daily
Differentiating Weekly/Monthly Coca-Cola Brand Specific Features
• Good to Drink With Family And Friends• Best Brand of Soft Drink
Differentiating Weekly/Monthly Coca-Cola Intrinsic Features
• Worth What it Costs• Very Refreshing
Differentiating Daily/Weekly Coke Brand Specific Features
• Gives Me Enjoyment Anytime• Good To Drink With Family and
Friends
Differentiating Daily/Weekly Coke Intrinsic Features
• Worth What is Costs• Good With Meals and Snacks