Kopitiam 88
Rank 5 of 8 by BARCoffee chains, Malaysia. Base n = 312.
Kopitiam 88 customer path
Percent of all respondents at each of the five stages
Conversion between stages
Black line marks the category average of 8 brandsAware to Appeal
Category avg 81.4% (-8.4 pp)
Appeal to Ask
Category avg 67.9% (-21.6 pp)
Low Curiosity is the signature of a Door Knob brand, not a fault. People buy it out of habit and do not research it first. The priority for this shape is Affinity.
Ask to Act
Category avg 115.4% (+88.6 pp)
Act to Advocate
Category avg 76.4% (-29.3 pp)
Overall ratios
- PAR
- Purchase Action Ratio, Aware to Act
- BAR
- Brand Advocacy Ratio, Aware to Advocate
Category average BAR is 0.42 and PAR is 0.57. BAR is the ranking metric used by WOW Brand.
Shape diagnosis
Door Knobindication, not a verdictPeople buy this brand without researching it first. Curiosity is low at 46.3% while Commitment is high at 204.0%.
Lowest ratio
Curiosity 46.3%
Appeal to Ask
Priority for this shape
Affinity
Engagement Marketing
Low Curiosity is the signature of a Door Knob brand, not a fault. People buy it out of habit and do not research it first. The priority for this shape is Affinity.
What to work on next
Tactic named in the source
Engagement Marketing
Marketing 4.0, chapter 11, PDF p. 173. 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
Not yet defined for this ratio. awaiting MarkPlus decision
Why this brand, and why now
Affinity sits at 47.1% against a category average of 76.4%. Closing that distance is the single change that moves BAR the most for this shape.
See the growth path