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

Methodology
Derived Importance
Using Brand Specific or Intrinsic Attributes, Regress on Purchase Intent and Rank Resulting T Values* for a Measure of Importance Calculate Percentage Gaps of Attributes Between Target Groups (e.g.. Heavy vs.. Light Coca-Cola Drinkers) for Brand Specific or Intrinsic Attributes

Target Group Differences

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

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

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

Brand Specific Attributes Coca-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

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

Drink Coke Male Female 12-19 20-29 30-39 40-49

Total 62% 51% 49% 18% 29% 28% 25%

Daily 20% 33% 65% 35% 31% 41% 21% 8%

Weekly 26% 41% 60% 40% 23% 33% 27% 17%

Monthly 16% 26% 46% 54% 16% 25% 29% 30%

Coca-Cola Brand Image Is Most Highly Viewed as Best Brand of Soft Drink, Real Cola Taste, and High Quality
Coca-Cola Brand Specific Attributes
100
100

Coca-Cola Intrinsic Brand Attributes

79 79
80

79 76 69 73 63 58

Daily Weekly Monthly

57 46
60 80

Daily
66 62 56 55 50 44 41 46 40 30 31 25 26 27 21 11 7

Weekly Monthly

60

40

39 26

38 24 25 25 23 11
20 40

20

26

D AN BR ST BE

E ME ST ES TA LIZ LE TA AB VI TT RE GE E IM OR ND NF YT IE U AN FR N / SA NT HA ME OY NJ EE SM VE GI KW IN DR TO OD TE AS GO AT OL LC EA SR HA

0
NG HI ES FR RE RY VE NG HI NC UE TQ IRS TH TS OS TC KS TI AC HA SN HW ND RT SA WO AL ME TH WI LL WE ES GO G TIN AS TT EA GR GH HI ITY AL QU

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

Intrinsic Brand Derived Importance

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

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
GIVES ME ENJOYMENT ANY TIME HAS AN UNFORGETTABLE TASTE GOOD TO DRINK WITH FRIENDS AND FAMILY HAS REAL COLA TASTE REVITALIZES ME
0 RECOGNIZED AS THE BEST BRAND OF SOFT DRINK 1 2 5 15 18

Coca-Cola Brand Specific Attributes

GREAT TASTING WORTH WHAT IT COSTS GOES WELL WITH MEALS AND SNACKS VERY REFRESHING THIRST QUENCHING HIGH QUALITY
6 5 5 6 6

14

Coca-Cola Intrinsic Brand Attributes

-3

12

17

22

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

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

Intrinsic Brand Derived Importance

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

Coca-Cola Weekly Drinkers Are More Differentiated from Less Than Weekly Drinkers by Intrinsics Than By Brand Specific Attributes
Delivery Gaps Between Weekly and Monthly Coca-Cola Drinkers
GIVES ME ENJOYMENT ANY TIME REVITALIZES ME GOOD TO DRINK WITH FRIENDS AND FAMILY RECOGNIZED AS THE BEST BRAND OF SOFT DRINK HAS REAL COLA TASTE
-1 HAS AN UNFORGETTABLE TASTE 3 10 12 13 13

Coca-Cola Brand Specific Attributes

GREAT TASTING WORTH WHAT IT COSTS VERY REFRESHING THIRST QUENCHING GOES WELL WITH MEALS AND SNACKS HIGH QUALITY
6

15 15 15 14 14

Coca-Cola Intrinsic Brand Attributes

-3

12

17

22

A Different Strategy is Required to Move Monthly Drinkers To Weekly Drinkers than to Move Weekly Drinkers to Daily
Differentiating Daily/Weekly Coke Brand Specific Features
Gives Me Enjoyment Anytime Good To Drink With Family and Friends

Differentiating Weekly/Monthly CocaCola Brand Specific Features

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

Differentiating Daily/Weekly Coke Intrinsic Features

Worth What is Costs Good With Meals and Snacks

Differentiating Weekly/Monthly CocaCola Intrinsic Features

Worth What it Costs Very Refreshing