Benchmark

Coffee chains against 5 other categories in Malaysia, and against the previous wave.

BAR quadrant

Marketing 4.0, PDF p. 124 to 125. Axes split at the reference set median, BAR 0.39 and range 0.29.

Coffee chains sits at a median BAR of 0.34 with a range of 0.42, which places it in Service management.

Market dominance without word of mouth. A wide spread with a low median means a few brands convert advocacy well while most do not, so the gap is in how the category serves people rather than in how well any single brand is known.

The placement depends on the reference set. With six categories the split points move as categories are added, so read the cell as a working position that firms up over successive waves.

Reference set

Category	Brands	Base	Median BAR	Range	Quadrant
Convenience stores	7	298	0.51	0.16	Channel management
Fast food	11	341	0.48	0.44	Brand management
Online marketplace	6	355	0.44	0.20	Channel management
Coffee chainsYour category	8	312	0.34	0.42	Service management
Mobile telco	5	312	0.26	0.39	Service management
Retail banking	9	327	0.21	0.14	Sales-force management

Each category was measured on its own sample, so the bases differ. Comparing median BAR across them is sound because BAR is a ratio within a brand, not a share of a common total.

Kopi Ceria across waves

Wave 1, Apr 2026, n = 286, against Wave 2, Oct 2026, n = 312

Stage	Wave 1	Wave 2	Change	Reading
aware	54.2	58.0	+3.8	within the margin, not called
appeal	38.5	42.9	+4.4	within the margin, not called
ask	16.0	17.9	+1.9	within the margin, not called
act	24.4	34.0	+9.6	moved
advocate	11.2	17.6	+6.4	moved

Act and Advocate rose by more than 5 percentage points, so those are reported as movement. The other three sit inside the margin at these sample sizes and are reported as unchanged, even though the arithmetic shows a positive figure.

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