NEW OPPORTUNITIES FOR BRANDS THROUGH CATEGORY ENTRY POINTS AND BOOSTING MENTAL MARKET SHARE.
Many companies are looking for ways to develop their brand and generate more market share. In the newer brand discussions Byron Sharp’s idea of “mental availability”, which accounts for brand growth along with physical availability, is playing an increasingly important role. This involves investigating the so-called “category entry points” of a brand and determining its “mental market share”. This nominated case study will take a closer look at these parameters for a brand in the personal care sector. In order to uncover as many growth opportunities for the client as possible, DVJ opted for a two-step process. In step 1, we used storytelling to identify the current category entry points (CEPs) of the product category in a representative online survey with category users. In step 2, we then determined the frequency of each CEP and the mental market share of each brand for each CEP. Through AI-assisted topic modelling of the collected consumer stories, we were not only able to identify the most significant CEPs per category, but also gender-specific differences in the CEP ranking.
