This website uses cookies to ensure you have the best experience. Learn more

Brand Performance Metrics (Bp Ms) Essay

1526 words - 6 pages

a) As marketing manager of Brand A, should your company desire more or less customers that follow Timothy's buying behaviour? Describe Timothy's buying behaviour and give reasons to explain your answer.Answer: From the information shown in the panel data showing the buying brands of breakfast cereal in one particular week by a group of customers, we can see that Timothy purchased six times of cereal including two brands with 2 times for brand B and 4 times for brand B during the period time of one particular week. The customer seems to have some purchase preference of brand A when he wants to purchase the product of cereal. According to the "Dirichlet Model", the possibility for a customer to purchase a brand of product is not affected by the other brands that the customer also purchases. As a marketing manager of Allround brand, I hopefully expect the customer to regard Allround as their first brand when they make purchase in the product category which means Allround brand can be more possibly purchased by the customer even if the purchase happens randomly. Since the panel data come from a particular period of time, we notice that Timothy purchase four times of cereal of brand A, from which we can infer that Timothy should be a heavy buyer of brand A. Therefore, the Allround Company will absolutely desire the customers who follow Timothy's the buying behaviour. For according to the "20:80" rule, the 20% of the buyers (heavy buyers) generates 80% of the total profits for a brand in a product category. Though such heavy do not have 100% loyalty for a brand but they generally have a much better brand imagine on the brand. If possible, they will introduce the brand to those potential buyers (i.e. family members, friends or workmates) which helps to extend the brand awareness among the consumers through "word of mouth".b) What does this data tell you about how customers in aggregate buy the brands and the category? (i.e. what do the brand and category metrics like market share, penetration, purchase frequency, SCR say?) What are the managerial implications of these metrics for Allround?Answer:Market Share (%) Penetration (%) Average Purchase Frequency Category Buying Rate SCR 100% LoyaltyAny Brand 100 59 4.7 4.7 100 NilA 45 41 3.0 4.8 63 10B 33 31 2.9 5.1 57 7C 23 24 2.6 5.0 51 7From the statics shown above, we can find that the 100% loyalty for brand A has a bit higher ratio than other competitors'. The high ratio of both market share and penetration illustrate the brand A sells more than other brands do and brand have a larger customer base, which meets the theory of "Double Jeopardy" (McPhee 1963). What's more, the small brand have less customers who buy less than that of big brand. From the chart shown above, we can also find that the 100% loyalty only take up a small portion of a brand's customer base in the cereal market. In another word, most of the customers in the cereal market tend to have a multi-brand consuming customs. From a real life...

Find Another Essay On Brand Performance Metrics (BPMs)

LANTECH IMPROVEMENTS Essay

873 words - 4 pages % increased on revenues and almost 300% on net results. Under western view short term results are so relevant that cannot consider the long term view of Toyota dealing with mistakes under lean thinking process (Toyota, 2014). • Performance evaluation: Following the Lantech example, companies should consider the following steps for lean thinking performance evaluation (Lancaster, 2010): 1. Actual capabilities and evaluation, 2. Actual metrics, 3

Social Media ROI Essay

606 words - 3 pages measurement should start by emphasizing the returns of customer response by considering customer motivations and evaluating the level of engagement to use social media. This suggests that the ROI will not always be monetary performance, but qualified results. Moreover, Social media is a world that fully controlled by customers through their experience and comments (Kietzmann et al., 2010), firms should focus the feedback from customers’ sides, not only the sales numbers. Hoffman and Fodor (2010) propose that the metrics for measuring ROI should be tracked from the following three objectives.  Level of brand awareness  Level of brand engagement  Word-of-mouth effectiveness

Functions Of Management MGT 330 - Management: Theory, Practice, Application May 14, 2005

1046 words - 5 pages hire goals, and total search activity goals. Sales personnel have specific sales appointments they must schedule and attend. Other teams have similar benchmarks they are required to meet. If any of the benchmarks are not met, the metrics will not be met and organizational goals are not achieved. If this happens, performance management may be necessary. Each staff member has clearly defined personal goals which incorporate all control factors. Each

What is talent management and is it likely to be an effective HR approach within organizations

1059 words - 5 pages Essential Strategy for Organizational Success Available at: http://www.adp.com/~/media/White%20Papers/NAS/ADP_NASEffectiveTalentMgmtWhitePaper.ashx Bassi, L. & McMurrer, D. (2006 April) Human Capital and Organizational Performance: Next Generation Metrics as a Catalyst for Change. McBassi & Company White Paper available online at www.McBassi.com cited in Wellins, R.S, Smith, A.B, Erker, S (2012) Nine Best Practices For Effective Talent Management

Creating PepsiCo Balanced Performance

3730 words - 15 pages they are approached will be similar from the standpoint of the four perspectives and the agreed upon objectives and metrics for measuring those. It creates accountability for every level of the organization within the parameters of events they can control. This quickly provides a common and focused platform for performance as each participant clearly understands and participates in expectations of their internal and external performance.Quantitative

Business Process Improvment Plan

1117 words - 4 pages . With these being the primarily desired results, the metrics used for comparison of the system performance should reflect changes in these areas. For this reason, HR should track the average time between open positions being posted and those positions being filled. Likewise, HR should track the cost of HR time used for recruitment and compare that cost to that of using an outside resource to perform that same function. Based on these two metrics

Business Plan for E-marketing Course in Portugal

1505 words - 6 pages . Entrepreneurs looking to enhance company performance through e-marketing and social media.Program ContentThe E-Marketing master course will cover a range of topics, which will be subcategorized within two major subjects, E-marketing and Social Media. E-marketing will look at the basic online marketing strategies and Social media will be about the use of marketing within social aspects of the internet.E-marketingThis will include five topics that

Marketing – A Critical Introduction

2334 words - 9 pages customers. Ratifying these philosophies puts marketers in a position of communicating their brand messages and attains their goals in spite of the many existing setbacks. Critical-Mass Marketing requires a comprehensive, coordinated and continuous information flow. With regards to that, the answer to Critical-Mass Marketing is the capacity of determining performance of the market across every media channel in real time. The Principles Combine

Analyze Your Paper

1094 words - 5 pages backlinks to multiple URLs, perform keyword analysis, check your rank against your competitors, and more. One notable tool with SEOMoz Pro is Fresh Web Explorer. This tools crawls the feed across the web for brand mentions. If a certain brand is mention in the forums, news site, or blog, you will be provided with the link. With this tool you can track your brand or your competitors and check how popular you or your competitors are. SEMRush SEMRush

organizational

561 words - 3 pages I feel that Nike is a very compelling organization to analysis because of its wide rang of success as well as its forever growing brand image, that in many ways make them an organization that’s easy to see my self apart of because I feel their values and innovative image closely represents me. In saying so over the past few decade, their drive to design as well as produce better, faster, lighter products has progressed into an even more

E-Bay

796 words - 3 pages large scale. However, in recent years more companies have moved into this area so this is no longer a competitive advantage.Another area of competitive advantage was in brand loyalty. e-Bay has a very loyal user base. However, we feel their advantage is threatened by two things; first, their lagging technology. According to the case e-Bay is in the middle of the pack for performance metrics for online auction firms. Some of their competition is now

Similar Essays

The Return On Marketing Investments Of Nestle Company

1179 words - 5 pages 1.0 Introduction According to Miller (2009), “ROMI (Return on Marketing Investment) refers to the incremental profit achieved over a short term period by measurable marketing activities such as sampling or advertising campaigns”. In attempt to success in creating own brands, marketers need to make use of marketing metrics which act as a measurement to count their performance, which is to measure which effective marketing strategies to use. This

Should You Count The Shots On Net? Social Media In Review

2013 words - 9 pages Insights (a measurement of Page performance) provides useful metrics that help measure how many users have posted about an organization (Facebook, 2013). By using these metrics, an organization can distinguish the trends of when their product or brand receives the most activity or engagement. Which helps them in the planning stages by allowing them to better focus their future posts to create the most effective marketing campaign possible (Davis

Lenovo Brand Report And Analysis

3429 words - 14 pages its market position and performance, and analyses the application of marketing metrics by the brand. 2. 0 Application of Quelch’s (1999) Seven Features of a Global Brand John Quelch provided the indices that are used to gauge the performance of a brand. He suggests that for a brand to be successful in the market and for it to dominate the market, it has to comply with seven features that he explained. These features are that he brand must have

Emerging Management Support Systems Models For Global Managers In The New Economy

5897 words - 24 pages tools (e.g., balanced scorecard, six sigma metrics) are available to today's managers so that they may make better decisions when faced with uncertainty or chaotic situations in the workplace and/or market place (Kaplan and Norton, 2000). For example, The Chrysler Group (US unit) used the Balanced Scorecard tool to monitor its business functions and operations thereby resulting in significant profit and productivity gains in 2004. Metalcraft, a