Market Analysis and Logic:
The following table displays summary information for three brands, each of which targets Shoppers. Each brand was introduced to the market several periods ago.
Based The bottom row displays Shoppers' shopping habits and ideal values (for economy, performance, convenience).
Based on this information, explain why brands SUDS and SOYY have less market share than brand SIZL. Provide a well-reasoned and insightful answer.
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Target Market: SHOPPERS
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Market
Share
|
Aware
%
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Distribution Coverage
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Retail
Price
|
Brand Perceptions
|
|
SS
|
MM
|
Online
|
E
|
P
|
C
|
|
SUDS
|
24.4%
|
59.2%
|
29.2%
|
35.7%
|
20.2%
|
$395
|
5.9
|
5.9
|
2.7
|
|
SIZL
|
35.2%
|
71.5%
|
38.9%
|
43.3%
|
26.7%
|
$385
|
6.1
|
4.8
|
1.6
|
|
SOYY
|
21.7%
|
77.6%
|
40.3%
|
47.8%
|
28.4%
|
$370
|
6.4
|
3.1
|
0.4
|
|
|
|
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Shoppers' Shopping Habits
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|
Shoppers' Ideal Values
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|
|
|
35%
|
40%
|
25%
|
|
6.3
|
5.7
|
2.1
|