Lining them up…
Milk-bone and Purposeful Pup, side by side on Bay Area’s shelves · same instruments, same day, no sponsorship.
the same four weighted signals scored on both brands’ own pages.
carried in 10 of 24 Bay Area grocers·carried in 1 of 24 Bay Area grocers
categories both brands play in · each bar is that brand’s share of the category’s SKUs citywide.
no top category Purposeful Pup doesn’t also play in.
no top category Milk-bone doesn’t also play in.
who stocks each brand right now · shared, and each brand’s exclusive doors.
both sides measured by the same instruments on the same shelves · see each brand’s full page: Milk-bone · Purposeful Pup
16 products in the catalog·2 products in the catalog
spans 1 category·spans 1 category
~3% average share on the shelves it competes on·~0% average share on the shelves it competes on
no exclusive doors — everywhere Purposeful Pup is, Milk-bone is too.