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Brand Attribute Brand Attribute Differentiation Differentiation

Regression Analysis Positioning Brand Attribute Differentiation

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Page 1: Regression Analysis Positioning Brand Attribute Differentiation

Brand Attribute Brand Attribute DifferentiationDifferentiation

Page 2: Regression Analysis Positioning Brand Attribute Differentiation

ASSIGNMENT

• To Develop an Analytical Approach Which Will Assess the Ability of Brand Specific Attributes to Differentiate Heavy, Moderate, and Light Users of Major Coca-Cola Brands

Page 3: Regression Analysis Positioning Brand Attribute Differentiation

Methodology

•Derived Importance– Using Brand Specific or Intrinsic Attributes, Regress on

Purchase Intent and Rank Resulting T Values* for a Measure of Importance

•Target Group Differences– Calculate Percentage Gaps of Attributes Between Target

Groups (e.g.. Heavy vs.. Light Coca-Cola Drinkers) for Brand Specific or Intrinsic Attributes

* T-Value is the statistical measure of significance in regression analysis

Page 4: Regression Analysis Positioning Brand Attribute Differentiation

Goal

• To Differentiate Between Coca-Cola Consumption Groups in Order to Plan Targeting to Bring Weekly Drinkers into the Daily Category and Monthly Drinkers into the Weekly Category• Grow Volume

Page 5: Regression Analysis Positioning Brand Attribute Differentiation

Applicability

• Brand Attribute Differentiation Can Be Applied to Any Brand In Any Target Market•The Methodology Can Be Applied to Any Given Subgroup (E.g.. User Frequency Groups, Demographic Profiles, Between Markets, etc.)•May Be Used In Conjunction With Other Methodologies

Page 6: Regression Analysis Positioning Brand Attribute Differentiation

Brand Specific AttributesCoca-Cola

• Coca Cola Brand Specific Attributes– Has Real Cola Taste– Has an Unforgettable Taste– Revitalizes Me– Gives me Enjoyment Any Time– Good to Drink With Family and Friends– Is Recognized as the Best Soft Drink

• Intrinsic Attributes– Great Tasting– Very Refreshing– Thirst Quenching– High Quality– Worth What it Costs– Goes Well With Meals and Snacks

Page 7: Regression Analysis Positioning Brand Attribute Differentiation

Males in the 12-29 Year Old Age Group Are The Largest Segment of Daily Coca-Cola Drinkers

Demographic Profile of Coca-Cola Consumption Categories

Total Daily Weekly MonthlyDrink Coke 62% 20% 26% 16%

33% 41% 26%Male 51% 65% 60% 46%Female 49% 35% 40% 54%12-19 18% 31% 23% 16%20-29 29% 41% 33% 25%30-39 28% 21% 27% 29%40-49 25% 8% 17% 30%

Page 8: Regression Analysis Positioning Brand Attribute Differentiation

Coca-Cola Brand Image Is Most Highly Viewed as “Best Brand of Soft Drink”, “Real Cola Taste”, and “High Quality”

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Coca-Cola Brand Specific Attributes Coca-Cola Intrinsic Brand Attributes

Page 9: Regression Analysis Positioning Brand Attribute Differentiation

“Enjoyment Anytime” and “Recognized as Best Brand” are the Most Important Brand Specific Attributes for Daily Coca-Cola Drinkers. Intrinsically They Feel That Coca-Cola is A “Good Value” That “Goes Well With Meals and Snacks”

Derived Importance Among Coca-Cola Daily Drinkers

Brand Specific Derived Importance

Brand Specific Attribute T-ValueEnjoyment anytime 15.9Recognized as best brand 11.0Good to drink w/family-friends 7.1Has real cola taste -0.2Revitalizes me 0.0Has an unforgettable taste -0.1

Intrinsic Brand Derived Importance

Intrinstic Coca-Cola Attributes T-ValueWorth what it costs 7.7Goes well with meals and snacks 7.2Very refreshing 4.4Great tasting 3.0High quality 1.7Thirst quenching -0.8

Page 10: Regression Analysis Positioning Brand Attribute Differentiation

The Largest Gaps Between Daily and Weekly Coca-Cola Drinkers are “Gives Me Enjoyment Anytime” and “Great Tasting”

Delivery Gaps Between Daily and Weekly Coca-Cola Drinker

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HIGH QUALITY

THIRST QUENCHING

VERY REFRESHING

GOES WELL WITH MEALS AND SNACKS

WORTH WHAT IT COSTS

GREAT TASTING

RECOGNIZED AS THE BEST BRAND OF SOFT DRINK

REVITALIZES ME

HAS REAL COLA TASTE

GOOD TO DRINK WITH FRIENDS AND FAMILY

HAS AN UNFORGETTABLE TASTE

GIVES ME ENJOYMENT ANY TIME

Coca-Cola Brand Specific Attributes

Coca-Cola Intrinsic Brand Attributes

Page 11: Regression Analysis Positioning Brand Attribute Differentiation

In Order to Move Weekly into the Daily Category, Two Brand Specific and Two Intrinsic Attributes Can Be Emphasized

Differentiating Daily Vs. Weekly Coke Brand Specific Features

• Gives Me Enjoyment Anytime • Good To Drink With Family and Friends

Differentiating Daily Vs. Weekly Coke Intrinsic Features

• Worth What is Costs• Good With Meals and Snacks

Page 12: Regression Analysis Positioning Brand Attribute Differentiation

“Good to Drink with Family/Friends” and “Recognized as Best Brand” are the Most Important Brand Specific Attributes for Weekly Coca-Cola Drinkers. They Also Feel That “Worth What it Costs”, “Very Refreshing”, and “Great Tasting” are the Most Important Intrinsic Attributes

Derived Importance Among Coca-Cola Weekly Drinkers

Brand Specific Derived Importance

Brand Specific Attribute T-ValueGood to drink w/family-friends 17.5Recognized as best brand 14.8Has an unforgettable taste 9.4Enjoyment anytime 2.0Revitalizes me 1.7Has real cola taste 0.6

Intrinsic Brand Derived Importance

Intrinstic Coca-Cola Attributes T-ValueWorth what it costs 12.0Very refreshing 11.3Great tasting 6.6Thirst quenching 4.6Goes well with meals and snacks 2.8High quality -0.4

Page 13: Regression Analysis Positioning Brand Attribute Differentiation

Coca-Cola Weekly Drinkers Are More Differentiated from Less Than Weekly Drinkers by Intrinsics Than By Brand Specific Attributes

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HIGH QUALITY

GOES WELL WITH MEALS AND SNACKS

THIRST QUENCHING

VERY REFRESHING

WORTH WHAT IT COSTS

GREAT TASTING

HAS AN UNFORGETTABLE TASTE

HAS REAL COLA TASTE

RECOGNIZED AS THE BEST BRAND OF SOFT DRINK

GOOD TO DRINK WITH FRIENDS AND FAMILY

REVITALIZES ME

GIVES ME ENJOYMENT ANY TIME

Coca-Cola Brand Specific Attributes

Coca-Cola Intrinsic Brand Attributes

Delivery Gaps Between Weekly and Monthly Coca-Cola Drinkers

Page 14: Regression Analysis Positioning Brand Attribute Differentiation

A Different Strategy is Required to Move Monthly Drinkers To Weekly Drinkers than to Move Weekly Drinkers to Daily

Differentiating Weekly/Monthly Coca-Cola Brand Specific Features

• Good to Drink With Family And Friends• Best Brand of Soft Drink

Differentiating Weekly/Monthly Coca-Cola Intrinsic Features

• Worth What it Costs• Very Refreshing

Differentiating Daily/Weekly Coke Brand Specific Features

• Gives Me Enjoyment Anytime• Good To Drink With Family and

Friends

Differentiating Daily/Weekly Coke Intrinsic Features

• Worth What is Costs• Good With Meals and Snacks