Brand performance describes the desirability and profitability of the brand in comparison to the competitor brands. It considers several brand performance measures to compare Smith’s to other cereal brands. The brand was found to have a 34% market share and a 72% penetration, which are the highest values in the market. Being the largest brand in the market, Smith enjoys the best customer loyalty at 2.2 average purchases. This shows that consumers tend to buy more and have greater loyalty to the bigger brand. If consumers have a high attitude towards a brand, they will tend to buy more of it as compared to the competitors. Since the data shows that Smith has the highest market share, the analysis found that it enjoys the best consumer attitude.In order for a brand to penetrate a market and have good volumes of sales, it is important for its marketers to understand the market demographics so as to segment the market and use different marketing strategies for different consumer demographic groups. As such, this report used the values of consumer penetration to establish the brand with the best demographic understanding and therefore segmentation. Smith’s had the best market penetration value at 72%. This find established it as the brand with the best understanding of consumer demographics. The findings of the report, therefore, found the brand to be the most established in the market which will enable it to expand its business volumes as the consumer’s and buyers’ behavior is shown to favor the biggest brand.Brand performance refers to the behavior of the brand in the market due to the nature of the brand in terms of desirability and profitability. The performance of Smith’s depends on how much of the brand’s products are purchased.
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