Deep Dive into Category Entry Points
Professor Jenni Romaniuk takes a deep dive into Category Entry Points. In this presentation, Jenni explores identifying, prioritising, building and measuring CEPs.
Category Entry Points
Definition
- Category Entry Points (CEPs) refers to the thoughts people have at the times when they transition into being a category buyer, and therefore a potential brand buyer.
- CEPs come from both the buyer’s internal feelings and motivations, and their external environment (places, people).
- These CEP thoughts act as retrieval cues to shape the options that are mentally available to buy at that time.
Key Findings
- To remind us of the broad range of CEP sources, we use the W’s to classify CEPs: Why, When, While, Where, with/for Whom, with What and hoW feeling.
- Identifying CEPs: Use the W’s; allow for variation across category buyers; and allow for variation within each category buyer.
- Big brands don’t ‘own’ CEPs, they have widespread coverage across CEPs and category buyers.
