Creating Brand-choice Problem

Has there been an instance, during your regular shopping visit to a mall or super market, when you wondered which brand to pick of a product? If yes, then you must not be the lonely one out there. Inspite of heavy pounding of commercials and infomercials from TV, PR stuff from newspapers and attractive billboards, customers still suffer from brand-choice problem and this is a sign of some healthy competition in the product line.

I have tried to segment the brand-choice problem using a scenario model of planned vs. unplanned purchases. To make it clear, a scenario where a customer purchases a planned item can be called a planned purchase. Any other item that he purchases during the same visit, apart from a planned purchase item can be called an unplanned purchase.

	Brand preference	No Brand preference
Planned product purchase	Gold mine (Brand-choice problem exists)	Tissue paper (No Brand-choice problem)
Unplanned product purchase	Oil explorer (Brand-choice problem exists)	Hair comb (No Brand-choice problem)

In a 'Gold mine' scenario, there is a clear brand preference for a planned purchase item (normally a value added product). There exists a clear mind-space leader in customer. However, this is a sitting duck for competitors, who are consistently creating a brand-choice problem for the customer. Example: A toilet soap market.

'Oil explorer' is a scenario that again shows the presence of a mind-space leader. But, the cost involved here is high for creating a brand preference, as this market generally comprises of indulgence or impulse products that have a long, irregular purchase cycle. This is high risk and return type of scenario. Example: A high premium chocolate market.

The 'tissue paper' scenario is a product-driven scenario where the importance of product overwhelms the brand and hence the chances of brand-choice problem are bleak. These are generally low value added or a commodity product. Example: Spices and pulses.

'Hair comb' scenario traces tissue paper scenario closely in that the chance of brand-choice problems are bleak. It differs in the reason of purchase. These are generally impulse or indulgence products where the need for product is little less compared to 'tissue paper' scenario. Example: Hair comb

'Gold mine' and 'oil explorer' scenarios offer marketers the scope for creating brand-choice problems, since there exists an established brand preference. 'Tissue paper' and 'Hair comb' scenarios are product-driven scenarios and creating a brand salience in these areas might involve huge investments and lesser ROI.