Using Category Entry Points to Spot New Growth Opportunities
Marketing Strategy
Quantitative Research
Project Overview
If you’re responsible for brand strategy, one of the most valuable analyses you can conduct as part of your market orientation is understanding the retrieval cues buyers use in different purchasing situations. In other words, what are the category entry points (CEPs) that consumers rely on to access the category and recall specific brands from memory?Client
Chocolate CategoryTags
#MentalAvailability
#CategoryEntryPoints
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