What’s working in growing market share

Global strategies, campaign updates and trends in growing market share.
  • Market share growth is more likely among brands with a category ‘share of voice’ (SOV) higher than their current market share.
  • Campaigns that deliver a clear ‘promise to the customer’ drive market share movements of a higher magnitude than campaigns that do not offer a promise.
  • While SOV and market share on e-commerce platforms such as Amazon are correlated, factors such as brand strength, category size, and category maturity also play a role in the trajectory of a company’s growth.
  • Ceasing advertising altogether can lead to double-digit value share declines; categories with lower purchase rates, or smaller brands, are more...

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