The relation between brand health tracker and market shares for

the main brands of Evaporated milk category in Jeddah- Alyaqoot

area for house holders

Name: SULTAN ALHARTHY VBM812

&

Name: MASHAEL ALJADANI UAM023

MARKETING RESEARCH (MMKT 521)

Instructor: Dr. Khalid Ali Alshohaib

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Abstract

One of the main products consumers use in daily basis is evaporated milk. This products used with

team or coffee to enchase the mode and give the drinks the creamy taste. Evaporated milk main

competitors are Luna, Rainbow, Bony and Al Marai.

The evaporated milk market has been quite static in terms of market shares. In order for this study to

understand and compare if the brands effect the market share of the main competitors in the category.

Key words:

- Brands health tracker.

- Dairy brands in Saudi Arabia.

- Brands evaluations steps.

- How to compare between brands equity.

- Evaporated milk in Saudi Arabia.

- Evaporated milk market shares in Saudi Arabia.

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Table of Contents

- Abstract 1

- Introduction 3

- Literature Review 5

- Methodology 5

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CHAPTER 1

Introduction

the biggest FMCG companies in Saudi Arabia producing Evaporated milk and available in all the
groceries outlets. The price on shelf almost same with small difference.

Accordingly, a Brand Health Study focusing on each of the Evaporated milk, was conducted by group
and compare it with market shares of the main brand competing in this category.

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*Image from the market

Background of the study

Acquiring a clear picture of the category in general and brands within in specific. This can be
translated into understanding the brands perceptions and loyalty to evaluate is it related with market
shares scores or not.

CONSUMPTION
PURCHASE
CONTEXT FOR THE BRAND DYNAMICS
BEHAVIOR
CATEGORY

Aim of the study

the target consumers for this study are male and female who live in Alyaqot area house holders with
age between 25- 45.

We will focus on 30% males and 70% females.

Statement of the study

To measure brands health by conducting a brand health evaluation study among Evaporated Milk
category and compare it with the market shares of the key brands and understand how its related to
each other

Research questions

Is the brand health tracker related to market shares for the key competition in the Evaporated Milk
category?

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CHAPTER 2

Literature review

The main brands in this category has their own brands equity among the consumers that some how
reflect to the market share of these brands. Health of the brands cant be the only factor to increase or
decrease the market share as of a lot of techniques can help the brands to increase their market shares.

CHAPTER 3

Methodology

Quantitative; sending online forms and answer the research questions.

A structured questionnaire was developed to quantify the collected information.

Potential respondents were lived in Alyaqot area and were screened on eligibility criteria as per the
questionnaire.

Awareness Usage Loyalty

Top of Mind, Current Use, Preference, Brand Loyalty,

Spontaneous, Aided,
Awareness Gap, Sources
Image
Lapsed Use, Reasons, Dual Differentiation,
Use, Awareness Driving Usage, Switching Motivators
Brand Health
Score

Brand Progression, Overall Brand Health

Association, Positioning, Score on a 0-100 Scale
Brand Perceptual Map

After that will compare it with market share of these brands.

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References

Romaniuk, J. (2013). How Healthy is Your Brand-Health Tracker?: A Five-Point Checklist to Build
Returns on a Critical Research Investment. Journal of Advertising Research, 53(1), 11-13.

ROMANIuK, J. E. N. N. I., & Romaniuk, J. (2013). How Healthy is Your Brand-Health Tracker?.
Journal of Advertising Research

AL DOGHAITHER, H. A., ALYOUSEF, M. M., AL SELAMI, N. M., AL-GHAFARI, A. B., &

OMAR, U. M. (2017). ADDITION OF EVAPORATED MILK ALTERS ANTIOXDANT
PROPERTIES OF MOST COMMONLY CONSUMED COFFEE IN SAUDI ARABIA. Malaysian
Applied Biology Journal, 46(2), 97-104

Albert, N., Merunka, D., & Valette-Florence, P. (2008). When consumers love their brands: Exploring
the concept and its dimensions. Journal of Business research, 61(10) 1062-1075.

De Pelsmaeker, S., Schouteten, J., & Gellynck, X. (2013). The consumption of flavored milk among a
children population. The influence of beliefs and the association of brands with emotions. Appetite, 71,
279-286

AL DOGHAITHER, H. A., ALYOUSEF, M. M., AL SELAMI, N. M., AL-GHAFARI, A. B., &

OMAR, U. M. (2017). ADDITION OF EVAPORATED MILK ALTERS ANTIOXDANT
PROPERTIES OF MOST COMMONLY CONSUMED COFFEE IN SAUDI ARABIA. Malaysian
Applied Biology Journal, 46(2), 97-104

ACNielsen market shares reports for evaporated milk category in Jeddah.