BCB assignment part B

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Topics: Marketing
Executive Summary
Given the data of brands within a chip market, this paper will outline some main patterns that exist through out the date. This report will mainly focus on the performance of Smith’s.
In term of brand performance, the data discloses that the difference between bigger brands and smaller brands is the penetration level. It also is proved that Double Jeopardy law exists in competition among brands. That is smaller brands tend to have less customers who will expectedly buy less often than bigger brands. Furthermore, when looking at the way brands share their customers within a category, duplication of purchase law applies through out the table 2 in section 1. However, exceptions also exist as they are called Partitioning. The reasons to explain partitioning is due to the distribution channels. In applying these findings, manager should keep in mind that Duplication of Purchase Law co-exists with Double Jeopardy Law. That mass marketing is one of the most appropriate method to go a brand.
The data in section 2 reveals that attitude is opinions and beliefs that people hold towards brand. It is situation-specific and fickle. On the other hand, brand salience is such a methodology to influence brand choice. Salience is the quantity and quality of cues which could be thought in buyer’s memory. Based on the concept of salience, the more cues a brand has in buyer’s memory, the higher likelihood it will be chosen in buying situation. Therefore, salience is more important to measure in term of brand choice. When analysing the proportion of people giving attitudinal responses within total sample and within brand’s users, it proves that bigger brands have more responses because they have more customers saying so, and that customers of brands have the same things to say towards brand. Smith’s has been proved to perform expectedly as it has the highest proportion within total sample and within its users. In order to grow a brand, changing attitude of the

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