According to the data gathered in Part A, Smith’s is the largest chip brand in its category as shown by its brand performance measures. By being the biggest of all the brands listed, it also indicates your level of success in comparison to the other brands due to it being a repertoire market structure. This type of structure indicates that the customers of each of the brands, are usually not loyal to just one brand, and tend to shift from brand to brand in the category. What we do know however, is that little brands tend to share a larger number of their customers with bigger brands, whereas bigger brands share fewer of their customers with other brands in there category. This is known to happen through the Duplication of Purchase Law, which emphasizes how brands will share customers with other brands, shown through penetration results. From what we found, Kettle and Doritos are Smith’s major brand competitors, with considerably high market share numbers. Nevertheless, every brand in the category, in many ways, is a competitor to Smith’s as they are all competing against one another to increase their ‘brand size’.

When it comes to brand salience, Smith’s is well above average in comparison to the rest of the market, as shown through its size and loyalty measures. Through continuing to build brand salience, Smith’s customer base continues to increase, and remain a superior brand for its category through an even larger rise in new customer purchases due to salience. These future expectations can be made through effective advertising movements that generate extensive mental cues that can be memorized by the consumers who enjoy shopping in the chips market. The consumer profiles within the chip market are quite similar, so mass-marketing techniques that reach the buyers of these brands is an extremely efficient way of targeting new buyers as brand level segmentation