In order to better understand product users, their needs, and their motivations, it becomes necessary to classify them based on certain characteristics and traits. Category Market Drivers analyze User Loyalty and Projected Annual Volume Use. These two valuable traits are used to determine value in the market.  If users are loyal to the competitors’ brands, it is essential they switch loyalty to your brand.  If users are loyal to your brand(s), it is essential to increase volume of the brand(s).

Category Market Drivers are vital tools in determining threats and weaknesses in terms of Loyalty, Projected Annual Volume Use, Forecast Business Growth, and Purchase Motivators.

Which brands have the High Volume users?
What brands have Loyal or Non-loyal users?
How do Loyal users rate in Volume Use?
Whose Product Brands have Loyal users?
Where can you Increase Product Share?

Keepers are comprised of Loyal, High-volume Users. In this user demographic, you want to maintain brand loyalty and high volume use of your brand(s).
Growers are comprised of Loyal, Low-volume Users. In this user demographic, you want to maintain brand loyalty, and increase the volume use of your brand(s).
Switchers are comprised of Non-loyal, High-volume Users. In this user demographic, you want to develop brand loyalty and generate high volume use of your brand(s).
Others are comprised of Non-loyal, Low-volume Users. In this user demographic, you want to develop brand loyalty, and increase their volume use of your brand(s).

How does this tab set differ from standard tabulations?
This unique set of tabulations display all User Brand(s) within Brand Owners into four Classifications across 32 Banner Cells with their respective Projected Annual Volume.