Topic Progress:

It is not difficult to understand that category buyers purchase different brands over time. This happens in all categories from FMCG to Finance & Insurances to Automotive to Lotteries and even in Media. A very powerful ‘law’ is that bigger brands have a higher penetration among client bases of smaller brands and that there are fixed ratio’s to be found. You now can ‘predict’ where new customers come from and where your customers may go to in the future.