Section 1: BRAND PERFORMANCE MEASURES
The table shows the presence of double jeopardy within the brand of Corn Flakes. Double
Jeopardy is the theory that less popular brands have fewer people, and are purchased fewer
times (Ehrenberg, Andrew, 2002). We can see it occurring as the brand has a considerably
large market share and a very high share of category requirements in relation to the
average and the second largest brand, Weetbix. Corn Flakes also shows to have a higher
than average brand performance, which also supports the law of double jeopardy.
A niche brand are those that are bought by one section of the population but not by the
other sections that could afford to buy them it can be identified when we see a low
penetration, but a high purchase frequency. (Kahn, B,E, Kalwani, M, U, Morrison, D, G,
pp.385). In saying this, the table appears to have no niche or change of pace present. To
identify niche brands it is necessary to compare the consumers who buy different brands to
see whether they differ in terms of demography or beliefs. (Robert East, 2013 pp.82).There
are two distinct categories, one being a repertoire market. Repertoire market buyers are not
entirely loyal although aren’t entirely dis-loyal, Instead they hold a selection of favourite
brands which they alternate around (Byron Sharp, 2010 pp.). This is where a consumer
usually purchases more than one brand over a year per say. Consumers can move from one
brand to another without any restrictions, this being a prime example of how customers
