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How do marketers identify and analyse competition

Date post: 18-Aug-2015
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How do Marketers Identify and Analyse Competition
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Page 1: How do marketers identify and analyse competition

How do Marketers Identify and Analyse Competition

Page 2: How do marketers identify and analyse competition

Determining a competitive frame of reference:

It defines which other brands a brand competes with and therefore which brands should be the focus of competitive analysis.

Page 3: How do marketers identify and analyse competition

Identifying Competitors:

VS

PepsiCo knows Coca-Cola’s Dasani is a major bottled-water competitor for its Aquafina brand.

Page 4: How do marketers identify and analyse competition

VS

VS

Petsmart.com knows Petco.com is a major online retailer competitor for pet food and supplies.

Citigroup knows Bank of America is a major banking competitor.

Page 5: How do marketers identify and analyse competition

New Technologies:A company is more likely to be hurt by emerging competitors or new technologies than by a current competitors.

Page 6: How do marketers identify and analyse competition

VS

Sensodyne identified the positioning gap for a toothpaste appropriate for sensitive teeth in a market dominated by Colgate-Palmolive.

Page 7: How do marketers identify and analyse competition

Analyzing Competitors:

A company needs to gather information about each competitor’s real and perceived strengths and weaknesses.

Page 8: How do marketers identify and analyse competition

Find answers to the questions:

What is each competitor seeking in the marketplace?

What drives each competitor’s marketplace?

Page 9: How do marketers identify and analyse competition

Credits

Photos:www.google.com

Content:Marketing ManagementA South Asian Perspective

- Philip Kotler

Presentation created by - Rashmi Choudhary, IIT Bombay

During an internship by Prof. Sameer Mathur, IIM Lucknow http://www.iiminternship.com


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