Gap in the market
108
Parameters
Opportunities
For this graph we tried to figure out the essence of the brand in question: the awareness of the brand shown in “niche” or “mainstream”, and whether the consumer recognizes the brand image. Consumers were asked to indicate their personal relation to it and in general how familiar they are with the brands that sell parka coats. Thus, this graph focuses on how the consumer reacts to the brand and how the awareness affects the image. It additionally shows that a positive image mostly leads to a mainstream and successful brand.
This segmentation shows three main empty gaps that are indicated as “low potential” gaps. Any combination that includes a negative brand image is not an interesting nor lucrative value. A positive brand image known by very few consumers is a great starting point for a brand, but not a desired gap. The medium sized gap is also ranked as a “medium potential” gap. Positive image is of course what a brand tries to reach but the popularity is missing. A brand that is successful wants to be recognized worldwide, has a big range of customers and does not
want to play in any medium potential field. Therefore, the smallest gap in the market is the desired market but also the most challenging market, due to the fact that the majority of the competitors are present within this section. It would be the most profitable one and best for the brand image. High brand awareness and a very positive brand image leads to a successful company. This gap is perfect for the fashionable brands, which produces the parka with a huge focus on the fashionability aspect and not so much on functionality.