The Key Equity Components That Drive Consumption Frequency
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The Way of Shopper Marketing Classified - Internal use 1 The Key Equity Components That Drive Consumption Frequency [email protected] Rita Houston - Director, Marketing Capability Development, Marketing Capabilities
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The Key Equity Components That Drive Consumption Frequency. Rita Houston - Director , Marketing Capability Development , Marketing Capabilities. [email protected]. From Brand Love to Brand Value. Half of Consumption Frequency is Driven by Brand Affinity…. - PowerPoint PPT Presentation
Transcript of The Key Equity Components That Drive Consumption Frequency
The Way of Shopper Marketing Classified - Internal use 1
The Key Equity Components That Drive Consumption Frequency
Rita Houston - Director, Marketing Capability Development,
Marketing Capabilities
Classified - Internal use
From Brand Love to Brand Value
|Classified - Internal use
Half of Consumption Frequency is Driven by Brand Affinity…
1. Every factor in this model has an impact on Consumption Frequency. Most have indirect impact (e.g. Company Image), and two have direct impact - Brand Affinity and New Packaging.
2. Numbers indicate the magnitude of impact from one factor to another.
3. Numbers range from 0 to 1, where 0 means no impact and 1 means complete impact.
4. Numbers can be compared. The larger the number, the greater the impact. For example, the impact of Brand Affinity on Consumption Frequency (0.48) is more than double the impact of New Packaging on Consumption Frequency (0.22).
THE BRAND EQUITY MODEL – COKE – MAGNITUDE OF IMPACT
Consumption Frequency
.48BrandAffinity
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|Classified - Internal use
…But Brand Affinity is Made up of Several Sub-Components…
PATH TO INFLUENCE CONSUMPTION FREQUENCY
1. Every factor in this model has an impact on Consumption Frequency. Most have indirect impact (e.g. Company Image), and two have direct impact - Brand Affinity and New Packaging.
2. Numbers indicate the magnitude of impact from one factor to another.
3. Numbers range from 0 to 1, where 0 means no impact and 1 means complete impact.
4. Numbers can be compared. The larger the number, the greater the impact. For example, the impact of Brand Affinity on Consumption Frequency (0.48) is more than double the impact of New Packaging on Consumption Frequency (0.22).
THE BRAND EQUITY MODEL – COKE – MAGNITUDE OF IMPACT
Consumption Frequency
.48Brand Emotional
Image
Brand Connection with People
BrandAffinity
Brand Functional
Image
Company Image
Awareness of Communication
.65.22
.53.27.15
.46.35
.96
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|Classified - Internal use
• Coke is a refreshing drink
• Coke is great tasting
• Coke has a premium quality
• Coke really cares about customers and communities where they live
• Coke actively participates in recycling and environmental efforts
• Coke supports healthy, active lifestyles
• Aware of TV ads for Coke• Aware of Coke brand vending machines• Aware of Coke sponsoring sports,
community, culture, and charity events
…And We Know What Messages Will Drive Those Sub-Components Most Effectively
PATH TO INFLUENCE CONSUMPTION FREQUENCY
The three attributes under each factor are the most important ones in that area to help impact consumption frequency.
Consumption Frequency
Brand Emotional
Image
Brand Connection with People
BrandAffinity
Brand Functional
Image
Company Image
Awareness of Communication
• Coke gives me enjoyment anytime
• Coke is an uplifting drink• Coke is cool
• Coke is for someone like me• Coke is a brand you love• Coke makes the moment
more fun
• Coke is worth what you pay for• Most likely to choose Coke• Coke is favorite CSD brand
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|Classified - Internal useThe Way of Shopper Marketing Classified - Internal use 6
THANK YOUFor additional information please visit the Shopper/Customer Marketing
Community at www.KOSCMarketing.com
