Additional Services

Brand Segmentation & Evaluation

This research allows our clients to focus its marketing and communication efforts on specific areas by identifying:

• How a store, department, or service is perceived relative to competition
• Which promises or product attributes are most important to different consumer segments
• Where the target stores are currently positioned among key consumer segments - and why
• Which types of appeals need to be made to improve perception
• What level of brand awareness you have – as well as its impact on your overall position in consumers eyes and in shopper behavior
• The brand association and degree of positive or negative impact

Cumulative Impact Analysis

A 5-step process that not only identifies which individual elements or attributes have the greatest impact on the purchase decision but also which package of elements has the greatest cumulative impact on the stakeholder's perception of value, services, etc. and their "what to purchase" decision.  This process can identify:

Which elements or attributes have the greatest impact on how shoppers determine value?
The true impact of these elements is a function of the strength of their influence, their availability and their degree of acceptance in the current shopping alternatives.

Where are food stores positioned in these elements or attributes?
Identifying where and why strong stores are strong and weak are weak allows retailers to prioritize which attributes and services to add, which ones to act on, which ones to advertise, and assess all as to their impact on your desired position and purchase decision.

Which individual elements or attributes should retailers concentrate on?
Net gap analysis allows the retailers to combine their current & desired positioning with the true impact of elements that drive a company's reputation.

Which combination of attributes has the greatest cumulative impact?
The cumulative impact of all the elements combined which makes the offering powerful.

Questions or comments? Please send mail to knowledge@sirsinc.com or call us at 859-781-9700
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