CEP and BEP - Secret to driving brand specific purchases
We discuss strategic marketing concepts known as Category Entry Points (CEP) and Brand Entry Points (BEP), which are crucial for ensuring a company's product is recalled by consumers at the right time.
CEP refers to the moments or situations when a consumer first realizes they need a product category, such as feeling thirsty or needing insurance after a major life event. BEP is the subsequent stage where the consumer specifically recalls a particular brand within that category, ideally placing it high in their "evoked set" of choices.
It uses detailed case studies of Pocari and Mitsui…
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