Finding 08 . The position
Shoppers called it the cheap brand. They paid the leader's price.
Brand health . Household panel
A REAL FINDING . TWELVE MONTHS . DISGUISED
01 . BRAND HEALTH SHOWED
25 per cent called the client's brand cheap. 6 per cent said so of the leader.Asked about value for money, 11 per cent called the client's brand expensive, against 31 per cent for the leader.
02 . THE HOUSEHOLD PANEL SHOWED
Households paid the same price per kilo for both.Twelve months, all trade. In modern trade, traditional trade and wholesale, the client's price per kilo was within 1 per cent of the leader's.
03 . THE FIX
Choose the position, then price or build to it.Either price the brand where shoppers place it, or give shoppers a reason to see it as a leader. Read value for money against the price paid on every wave.
Brand health says where shoppers place the brand. The panel says what they pay. Read together, the gap is the position.