5ABrandPath 5Ademo

Kopi Kita

Rank 1 of 8 by BAR

Coffee chains, Malaysia. Base n = 312.

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Kopi Kita customer path

Percent of all respondents at each of the five stages

88AWAREI Know72APPEALI Like46ASKI'm Convinced65ACTI'm Buying58ADVOCATEI 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
Attraction81.8%

Aware to Appeal

Category avg 81.4% (+0.4 pp)

Curiosity63.6%

Appeal to Ask

Category avg 67.9% (-4.3 pp)

Commitment142.0%

Ask to Act

Category avg 115.4% (+26.6 pp)

Affinity89.2%

Act to Advocate

Category avg 76.4% (+12.8 pp)

Overall ratios

PAR
Purchase Action Ratio, Aware to Act
0.74
BAR
Brand Advocacy Ratio, Aware to Advocate
0.66

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

Shape diagnosis

Bow Tieindication, not a verdict

The path narrows to its tightest point at Ask (45.8%) and then widens again to Advocate (58.0%).

Lowest ratio

Curiosity 63.6%

Appeal to Ask

Priority for this shape

Commitment dan Affinity

pertahankan, sempurnakan dua rasio itu

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 63.6% 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