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The Key Equity Components That Drive Consumption Frequency

The Key Equity Components That Drive Consumption Frequency. Rita Houston - Director , Marketing Capability Development , Marketing Capabilities. Info.shoppermarketing@coca-cola.com. From Brand Love to Brand Value. Half of Consumption Frequency is Driven by Brand Affinity….

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The Key Equity Components That Drive Consumption Frequency

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  1. The Key Equity Components That Drive Consumption Frequency Rita Houston - Director, Marketing Capability Development, Marketing Capabilities Info.shoppermarketing@coca-cola.com

  2. From Brand Love to Brand Value

  3. Half of Consumption Frequency is Driven by Brand Affinity… Consumption Frequency .48 Brand Affinity THE BRAND EQUITY MODEL – COKE– MAGNITUDE OF IMPACT • Every factor in this model has an impact on Consumption Frequency. Most have indirect impact (e.g. Company Image), and two have direct impact - Brand Affinity and New Packaging. • Numbers indicate the magnitude of impact from one factor to another. • Numbers range from 0 to 1, where 0 means no impact and 1 means complete impact. • Numbers can be compared. The larger the number, the greater the impact. For example, the impact of Brand Affinity on Consumption Frequency (0.48) is more than double the impact of New Packaging on Consumption Frequency (0.22).

  4. …But Brand Affinity is Made up of Several Sub-Components… Consumption Frequency .22 .65 .48 Brand Emotional Image Brand Connection with People Brand Affinity .96 .15 .27 .53 THE BRAND EQUITY MODEL – COKE– MAGNITUDE OF IMPACT Brand Functional Image Company Image • Every factor in this model has an impact on Consumption Frequency. Most have indirect impact (e.g. Company Image), and two have direct impact - Brand Affinity and New Packaging. • Numbers indicate the magnitude of impact from one factor to another. • Numbers range from 0 to 1, where 0 means no impact and 1 means complete impact. • Numbers can be compared. The larger the number, the greater the impact. For example, the impact of Brand Affinity on Consumption Frequency (0.48) is more than double the impact of New Packaging on Consumption Frequency (0.22). .35 .46 Awareness of Communication PATH TO INFLUENCE CONSUMPTION FREQUENCY

  5. …And We Know What Messages Will Drive Those Sub-Components Most Effectively Consumption Frequency Brand Emotional Image Brand Connection with People Brand Affinity • Coke is a refreshing drink • Coke is great tasting • Coke has a premium quality • Coke gives me enjoyment anytime • Coke is an uplifting drink • Coke is cool • Coke is for someone like me • Coke is a brand you love • Coke makes the moment more fun • Coke really cares about customers and communities where they live • Coke actively participates in recycling and environmental efforts • Coke supports healthy, active lifestyles • Coke is worth what you pay for • Most likely to choose Coke • Coke is favorite CSD brand • Aware of TV ads for Coke • Aware of Coke brand vending machines • Aware of Coke sponsoring sports, community, culture, and charity events Brand Functional Image Company Image • The three attributes under each factor are the most important ones in that area to help impact consumption frequency. Awareness of Communication PATH TO INFLUENCE CONSUMPTION FREQUENCY

  6. THANK YOU For additional information please visit the Shopper/Customer Marketing Community at www.KOSCMarketing.com

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