June 29, 2006

CPG Sites That Deliver Brand And User Value

How Brand Factors Influence A Site's Consumer And Business Goals

by Christine Spivey Overby

with Chloe Stromberg, Carrie Johnson, Brian Tesch

Executive Summary (This is a document excerpt)

Consumer expectations vary across consumer packaged goods (CPG) Web sites, often based on the consumer's relationship and history with the brand in other channels. As such, CPG marketers should analyze several brand and category factors to help identify user goals and the business benefits of supporting certain goals on brand sites. CPG marketers will do this by analyzing their brands across four dimensions — relative price, purchase frequency, enthusiast quotient, and brand.

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