BRAND HEALTH

Top of Mind
Count %Share
Which brand of sanitary napkins Whisper 33 82.5%
that comes to your mind (1st
Stayfree 4 10.0%
brand)
Nua 0 0.0%
Carefree 0 0.0%
Sofy 3 7.5%
Kotex 0 0.0%
Always 0 0.0%

Spontaneous
Count % Share
Whisper 7 17.5%
Stayfree 36 90.0%
Nua 5 12.5%
Carefree 7 17.5%
Sofy 17 42.5%
Kotex 11 27.5%
Always 0 0.0%

Aided
Count % Share
Whisper 40 100.0%
Stayfree 40 100.0%
Nua 10 25.0%
Carefree 23 57.5%
Sofy 38 95.0%
Kotex 27 67.5%
Always 0 0.0%

Market Share
BASELINE
Brand Tried in Last 6 months Count % Share
Whisper 7 17.5%
Stayfree 36 90.0%
Nua 5 12.5%
Carefree 7 17.5%
Sofy 17 42.5%
Kotex 11 27.5%
Always 0 0.0%
Market Share Capture
Whisper 42.500%
Stayfree -37.500%
 Nua -10.000%
Carefree -15.000% Whisper captured the maximum share , the
Sofy -37.500% Minimum Loss suffered by Nua.
Kotex -22.500%
Always 0.000%

Heart Share
Count % Share
No Brand 1 2.5%
Whisper 31 77.5%
Stayfree 4 10.0%
Nua 0 0.0%
Which is that favourite brand
Carefree 0 0.0%
Sofy 4 10.0%
Kotex 0 0.0%
Always 0 0.0%

If not preferred
Switchers brand, then switch
to :
Alternatives Count % Share
No Brand 39 97.50%
Whisper 9 22.50%
Stayfree 18 45.00%
Nua 7 17.50%
Carefree 1 2.50%
Sofy 17 42.50%
Kotex 2 5.00%
Always 0 0.00%
Unaided Awa%Share
Whisper 96.5%
Stayfree 85.3%
Nua 12.5%
Carefree 17.5%
Sofy 50.0%
Kotex 27.5%
Always 0.0%

Mind Share
Nua 37.5%
Carefree 75.0%
Sofy 88.0%
Kotex 95.0%
Always 0.0%

PRESENT
Brand recently Count % Share
used
Whisper 24 60.0% 42.500%
Stayfree 21 52.5% -37.500%
Nua 1 2.5% -10.000%
Carefree 1 2.5% -15.000%
Sofy 2 5.0% -37.500%
Kotex 2 5.0% -22.500%
Always 0 0.0% 0.000%
ptured the maximum share , the biggest loser was Stayfree,Sofy.
oss suffered by Nua.