Category Busting Metrics
What it is
Create marketplace differentiators by identifying the single numeric or pseudo-numeric metric that defines a category. Choose the metric that makes distance and differentiation self evident to the consumer. Are there numbers, percents, ratios, and mixes that become unique in identifying this metric? Use the Category Busting metric to create “rational” pricing and competitive edge in a category.
IN USE
Client Value Delivered
Wine maker wanted to enable consumers to understand a single number that allow separation of their wine from the rest in the market and allow for rational price perception. Detailed analysis revealed that % alcohol in wine with a floor of 14.5% and a ceiling of 15.5% was intrinsically correlated to perception of taste and exquisiteness. Client is now focusing marketing efforts on showcasing the category busting metric and creating pricing ladders connected to the metric.
Who Should Use It?
Brand Marketers who seek to migrate consumers away from a focus on price to a metric that truly defines quality and value they seek. Consumer Insights leaders who seek to identify what consumers intrinsically seek and defines value for them. Retail leaders how want to enhance shopping experiences for consumers.