Question 1

Brand performance can be measured in numerous ways such as market share, purchase frequency, buying rate and consumer loyalty among other methods. In the provided case, Smith’s brand has a larger market share when compared with other companies. In addition, the brand’s penetration is high in relation to its competitors. The frequency of purchase and the buying rate are also high. However, the product does not perform well in terms of loyalty since customer loyalty is low. Smith’s main competitor is Kettle since the company has a larger brand loyalty than Smith’s. In addition, the company’s market share is almost equal to that of Smith’s.

Based on these presentations, Smith’s is among the leading brand. Smith’s being among the leading brands is enjoying the double jeopardy experienced by the small brand. This is because the small brands have small market share and their customer loyalty is less because they attract fewer customers. Therefore, being among the leading brands, Smith’s is enjoying the good chance presented to the big brands since the brand has a high frequency rate and also has many buyers. However, Smiths have a low sole loyal rate than other brands compared to other brands because heavy buyers are rare in the market. Since light buyers are many in the market or many people buy from the leading brand meaning that Smiths may have less sole customer loyalty but still have a high customer purchase frequency. Smiths is also benefiting from the random buyer’s behaviors. Smith’s operate in an environment that has many brands. Based on the duplication of purchase law, Smiths shares more customers than the small brands. Since the company has a high buyer’s purchase frequency, there is also likelihood that the company has many buyers within this purchase frequency. Based on what can be learned about Smith’s the company has not based