Sometimes we see brands have a low Market Share in Retail Audit, but score significantly higher on Brand Awareness and Equity in Brand Health Trackers. This often leads to confusion, and doubts on the accuracy of the data.
However, in some cases, this may actually be reflective of the truth and any FMCG brand manager who notices this insight should note that her / his brand can gain share in the short-term if supported with targeted marketing campaigns.
But first, why does this happen …
Suppose there is a brand operating in Air Fresheners which has a retail audit market share of 5%. But its brand awareness scores, when compared to other brands with similar retail audit shares, is the highest. And when looking at the brand imagery (i.e. to derive equity) the ratings are also higher vis-à-vis the immediate competitive set. So why is it getting better scores?
It could be that this brand recently carried out ATL / BTL activities, or had a new launch, etc. which can justify a short-term peak. But when this is seen consistently in a tracker, these cannot be the reason.
Here is where the Halo Effect comes into play. It is possible that this brand also plays in the Insecticides and Floor Cleaners categories where it is the market leader with historical dominance. One of the reasons as to why this brand gets higher than expected scores in the Air Fresheners category could be the positive rub-offs from the other 2 categories. Which indicates that there may be a potential to grow.
But then comes the question of how to gain share. Here we need to ask how many consumers are buying our brand across all 3 categories and whether this familiarity / entrenchment is what is causing the higher scores. And then compare vs. other consumers who are buying our brand in Insecticides and Floor Cleaners but NOT Air Fresheners. If we are able to prove a consistent lead amongst the more entrenched buyers (not just in imagery but also in terms of brand switch, promo-hunting tendencies, seasonality preferences, etc.) then we may be able to “piggy-back” and gain share in Air Fresheners.
We also need to ask whether these 3 categories are bought in the same shopping trip / whether they are bought from the same type of stores (brick and mortar as well as online) / whether there is a pack size preference / whether there is a demographic skew, etc. And critically we need to benchmark vs. the category leader in Air Fresheners to set realistic expectations. The more similarities we find, the more targeted our campaigns can be.
The campaigns must try showcase the advantage of the brand’s overall equity, thereby asking current non buyers of Air Fresheners to add it to their Grocery Basket.
Get Full Analysis : https://www.glasgowinsights.com/blog/how-to-make-best-use-of-the-halo-effect-seen-in-market-research/
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November is anticipated to be a month that’ll come as a treat to the long awaiting fans.
The Marvel comics universe has been a major contributor behind the immense popularity of the Marvel series.
Halo Infinite has certainly made us excited.The MediumThe Bloober Team is known to be the master of gut-wrenching horror games, and The Medium is no different.
The Medium is set to launch in the holidays of 2020 for the Xbox Series X as well as for PC.OutridersSquare Enix is all set to launch its new title in the Sci-Fi RPG genre with Outsiders.
The game will be made available to all the upcoming next-gen consoles, including the Xbox Series X.
The game trailers and teasers indicate a familiar vibe that we know from games like Mass Effect and Destiny.
Especially you can categorize as halo and non-halo.
Obviously, to take the final call, you need to verify lots of things.
· Getting the information about the halo ring
If you are the person who has not minimum information about this ring and thinking that what diamond halo engagement rings are, then you first know that this ring is particularly a setting, and here you find the concentric circle or square of smaller accent diamonds around it.
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When you will find the diamond engagement rings with halo, then many reasons are there that will force you to place your order.
If you're considering hair restoration surgery, Halo Hair Gummies Review take three minutes to learn all you need to know about this new hair transplant procedure.To understand FUE (follicular unit extraction) you need to understand a little about the traditional means of transplanting hair otherwise known as the "strip harvest" method.
In this method, a "strip" of one to five hairs is taken from the back of your head and the donor area is then sutured together.The strip harvest method will cause a thin scar to develop on the back of your head at the point of the suture.
In a nutshell, FUE avoids this scar.
To be fair, some Doctors also feel that there is a quality difference with FUE but this is far from proven and chances are at least as good that the quality difference is a result of the skill level of the surgeon.
Here are the three things you need to know before considering this procedure.
Nutrients are critical to your Halo Hair Gummies Review hair's growth process.
Certain nutrients can really boost hair growth when taken in the right amounts.
Take for example magnesium and it's ability to increase the amount of hair growing on your head.It's found in walnuts and gives you exactly what you need to make a difference.
Besides magnesium there is always zinc and iron which are found in leafy green vegetables like collard greens and turnips.
The right amounts of these are going to send your hair loss problem to the moon.
You'll never have to worry about seeing your hair fall out when taking these regularly.Of course it can be work to stop hair loss and you may feel down on yourself.
