Contains Insights on How do marketers identify and analyse competition?

1. How do Marketers Identify
and analyzeCompetition??

2. •Competitive Frame of
Reference

3. The competitive frame of reference defines which other
brands a brand competes with and therefore which brands
should be the focus of a competitive analysis.

4. Identifying Competitiors

5. Start by determining category membership

6. CATEGORY MEMBERSHIP
The products or set of products with which a brand
competes and which function as close substitutes.

7. Examples

8. Energy Bars
Luna Bars
(Women)
Balance
(Protein
Bars)
Priya
(Calorie Control Bar

9. ANALYSING
COMPETITORS

10. A company needs to gather information about
each competitor’s real and perceived
weakness.

11. POINTS OF DIFFERENCE AND
POINTS OF PARITY

12. Points-of-difference (PODs) are attributes or benefits that consumers
strongly associate with a brand, positively evaluate, and believe they
could not find to the same extent with a competitive brand.

13. EXAMPLES
Easy-to-use
Irreverent attitude
Design
Performance
Innovative Technology
Winning

14. YOUR BRAND
SHOULD BE

15. 1) Desirable to Customer
2)Deliverable by the Company
3) Differentiating from competitiors

16. POINTS OF PARITY
 Category points-of-parity are attributes or benefits that consumers view as
essential to a legitimate and credible offering within a certain product or
service category.
 In other words, they represent necessary—but not sufficient—conditions for
brand choice.

17. VISA has established a strong point
of difference versus American
Express on the basis of its
acceptability.

18. DISCLAIMER
Created by Ankur Agrawal, IIT Kanpur, during an
internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com