Most of a brand’s sales came from loyal customers, and a very few loyal customers at that. In any single supermarket, for even giant brands like Folgers or Charmin, the destiny lay in the purses of about two hundred customers. Across two hundred stores, therefore, the fate of, say, Kellogg’s Frosted Flakes lay in the hands of about five thousand housewives—out of a customer base of about four million shoppers. If something were to happen to that loyal base—if some mysterious disease were to kill all of them—the brand would die, within a matter of weeks.

Posted by: Old Grouch in Linkage at 21:35:47 GMT | No Comments | Add Comment
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