Fieldwork vs Heineken · Bay Area shelf head-to-head
Fieldwork and Heineken, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
Heineken is in more Bay Area grocers
Fieldwork
Heineken
25
brand power
29
6
products
8
2
categories
2
4
subcategories
2
4
grocers
6
$14.00
avg price
$12.76
Brand Power, component by component
the same four weighted signals scored on both brands’ own pages.
▬ Fieldwork▭ Heineken
Distribution · 30% of score17·25
F
carried in 4 of 24 Bay Area grocers·carried in 6 of 24 Bay Area grocers
Depth · 25% of score39
Contested categories
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
only Fieldwork
only Heineken
Doors
who stocks each brand right now · shared, and each brand’s exclusive doors.
only Fieldwork · 1
only Heineken · 3
Head to head
each brand’s closest counterpart to the other’s, matched on what the product is (name, category, description) · not price.
both sides measured by the same instruments on the same shelves · see each brand’s full page: Fieldwork · Heineken