Critical Path Analysis (CPA)

A Synergy  between Market Research and Brand Research.

The quantification of demand, through market research, for a brand is as vital as the understanding of the brand through brand research. It is essential that a brand's managers have knowledge of how their best customers perceive them, why those customers choose them over competing brands, and how to express their brand universally and clearly across all print and electronic media.

CPA enables marketers the ability to develop multi-dimensional perspectives of the brand and its customers. It will systematically monitor your brands vital signs and provide comprehensive consumer insights to provide enhanced targeting for every dollar spent, every effort expended.

CPA provides critical analysis for your brand in respect of:

Category Penetration:

• Is there still room for growth in the category?

• What has been the trend in market penetration over the years (where slippage occurred: age, location, SE group)

Potential Growth areas to target:

• Where is there room to increase category penetration?

• Is there high incidence of "none-in-home"?

• What can be done to encourage consumers to purchase more stock for home

Consumer Segments of brand strength and weakness:

•  Among what segments is my brand strongest/weakest?

• Who is my competitor and is the competitor the same in all segments

Market profile:

• Is this a market with a dominant brand and a proliferation of smaller ones?

• What are the features of the market leader in price, size, number of variants?

• Can I learn from the profile of the leader and reposition my brand?

What has been the trend in the category over time:

• Have many new variants, flavors, colors, etc. been introduced or has the market moved to generic, no name brands.

• What are the favorite variants in the market, am I keeping pace by being similarly represented?

Media Targeting:

• Where can you most effectively reach your target?

• What type of media do the consume?

Sporting Interests:

• What sports do they play?

• What sports are they interested in?

Psychographics:

• What are their psychographic characteristics?
  
   

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Methodology		Product Pricing