Weet Bix Vs Cheerios Case Study

Differences and patterns between Weet-Bix and competing brands.

Based on Table 1, Weet-Bix is the largest brand in the category with a penetration of 73% which is above the average 46%. It also has a 2.3 times average purchase frequency. On the contrary, Cheerios is the smallest brand in the category. It only has penetration of 21% which is below the average of 46% and a 1.1 times average purchase frequency which is lower than the average of 1.9 times.

Table 1 illustrates that the largest brand of category has the highest penetration and average purchase frequency compared to the smallest brand of the category which has the least penetration and average purchase frequency. This can be described as Double Jeopardy pattern which is the relationship

This depicts that the larger the brand, the higher the loyalty and sole loyals whereas smaller brands have fewer loyal customers.

Subsequently, the data shows that Weet-bix has a 5.4 times category buying rate (CBR) which is lower than Cheerios that has a 8.5 times CBR which is higher than all the other brands and the average CBR which is 6.8 times. Bigger brands monopolise light category buyers and this is known as the Natural Monopoly Effect (Ehrenberg, Uncles & Goodhardt,

They are somewhat stable and changes may occur but slowly. Attitude scores are a good measure of past behavior but not future behavior.

Brand salience is the likelihood of a brand to be perceived or thought of in buying situations. It reflects on the quality of network of brand information in memory Buyers are reminded of a brand by cues from a buying category (Romaniuk & Sharp, 204). In short it refers to how big a brand is and how many links to it are there in our memories along with how tenacious the information is?

Where brand attitude focuses on evaluation of brands, brand salience focuses on quality and quantity of memory structure along with retrieval. What differentiates brand attitude from brand salience is the buying situations mindfulness and linkage of memory structures (Daye & VanAuken, 2010). Brand salience is a better measure over brand