Ninth of twelve on endorsement told the brand it was small; consideration overlap told it whose shoppers it could actually win
A kitchen-appliance brand under two years old ranked ninth of twelve on endorsement. The rank said the brand was small. It did not say which of the other eleven shared its shoppers, which is what a challenger needs to know.
Consideration-set overlap with the client was indexed against the category average for every brand in the set.
The brand sat inside the consideration sets of the challenger and value-premium brands and outside those of the two leaders. Marketing against the leaders would have chased shoppers who barely overlapped. The budget was pointed at a pool the brand could convert.
Curious to know more? Write to us and we will take you through this case, and others like it, in depth. projects@bigbluebanyan.com
- The question
- Which competitors share our shoppers, and where should a challenger spend?
- Approach
- Cross-consideration module inside the brand health study, indexed against the category average
- Where
- Three metros, India
De-identified. Names, places and distinguishing details are generalised.
Related studies
The only challenger in its category to gain equity over five years, and a tracker that told it where to spend, market by market
Five years of tracking a personal-care challenger in small-town and rural India. Equity rose while rivals stalled, and the markets sorted themselves into defend, scale, fix and build.
A new appliance brand gained five points of awareness in a year, and read six sub-categories as six different positions
A new appliance brand tracked across three waves and six sub-categories. Five points of awareness in a year, and six different competitive positions behind one brand.
A young jewellery brand was far better known than bought, and its top-of-mind lead appeared only in the bridal segment
A young jewellery brand, well known and under-bought. The tracker split retention from segment advocacy, and found a lead only the bridal read could see.
Have a similar question?
Tell us the decision behind it. A senior researcher replies quickly with what it would take.