5ABrandPath 5Ademo

Cafe Bunga

Below the 10% awareness threshold

Coffee chains, Malaysia. Base n = 312.

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Cafe Bunga customer path

Percent of all respondents at each of the five stages

9AWAREI Know12APPEALI Like5ASKI'm Convinced4ACTI'm Buying3ADVOCATEI RecommendBase: all respondents (n = 312)Values are percent of respondents. The five stages share the same base.

Conversion between stages

Black line marks the category average of 8 brands
Attraction132.1%

Aware to Appeal

Category avg 81.4% (+50.7 pp)

Curiosity43.2%

Appeal to Ask

Category avg 67.9% (-24.7 pp)

Commitment75.0%

Ask to Act

Category avg 115.4% (-40.4 pp)

Affinity75.0%

Act to Advocate

Category avg 76.4% (-1.4 pp)

Overall ratios

PAR
Purchase Action Ratio, Aware to Act
0.43
BAR
Brand Advocacy Ratio, Aware to Advocate
0.32

Category average BAR is 0.42 and PAR is 0.57. BAR is the ranking metric used by WOW Brand.

Shape diagnosis

Funnelindication, not a verdict

Each stage is smaller than the one before it, from Aware through to Advocate.

Lowest ratio

Curiosity 43.2%

Appeal to Ask

Priority for this shape

Commitment dan Affinity

Omnichannel dan Engagement Marketing

What to work on next

Tactic named in the source

Content Marketing

Marketing 4.0, chapter 9, PDF p. 141. Part III of that book maps one chapter to each of the four conversion ratios, so this pairing comes from the source rather than from a template.

MarkPlus coaching modules

  • Content Marketing (Marketing 4.0)
  • Brand Storytelling

Why this brand, and why now

Curiosity sits at 43.2% against a category average of 67.9%. Closing that distance is the single change that moves BAR the most for this shape.

See the growth path
Back to the category landscape