In this case study we take on the leaders of the UK laundry detergent category.
Having identified the Category Entry Points used by most buyers to access the category and analysed the CEPs linked most to our brand we made 3 key recommendations.
- Keep existing environmental oriented CEPs fresh in the minds of buyers
- Introduce new messaging that builds associations with ‘effective cleaning’
- Invest in ‘reach’ ahead of ‘frequency’.
Our modelling predicted an increase in linkages to ‘effective cleaning’ CEPs would grow Mental Market Share, which should translate into Sales Market Share growth, assuming Physical Availability is on par.
Further reading:
Better Brand Health – Prof Jenni Romaniuk 2023
How the concepts of ‘Demand Spaces’ and ‘Mental Availability’ work in harmony.
