Identifying competition in a market

1. How do
marketers
identify and
analyze
competition

2. First a competitive
frame of reference
should be determined

3. The products or sets of products with
which a brand competes and which
functions as close substitutes.

4. Industry
view
Market
view

5. Industry view:
An industry is a group of firms
offering a product or class of
products that are close
substitutes of one another
Example: Coke looking at pepsi
as its competitors, they are close
substitutes.
Market view:
Competitors are companies
that satisfy the same customer
need.
Example: Mc Donalds and
Coffee day competing to serve
fast food meals for customers,
their products are not alike but
are serving the same need.

6. SWOT analysis
helps gather
information on the
competitors

7.  What is each
competitor seeking
in the market place?
 What drives each
competitors
behavior?

8.  Based on all the analysis
markets formally define
their competitive frame of
reference to guide their
positioning.
 Based on the nature of
growth sometimes multiple
frames of reference are
defined.

10. Looking beyond
boundaries after a
careful market
research helps you
identify unoccupied
market positions and
occupy them.
Callaway golf designed
“Big Bertha”clubs for
golfers frustrated by the
difficulty of hitting a
golf ball squarely

11. Bicycle industry is one
of the most fiercely
competed industry.
Companies mostly
concentrate on reducing
the costs.

12. Careful research in
identifying and analyzing
competitors can result in
finding the gap that exist in
the market which will help
in occupying the
unidentified positions of the
market.

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14.  http://www.andreaadamsconsultancy.com/wp-
content/uploads/2013/10/iStock_000017350504Medium-2.jpg
 http://www.blogcdn.com/www.dailyfinance.com/media/2013/03/rivals-pepsi-coke-
1000cs032113.jpg
 http://clarkmorgan.com/wp-content/uploads/ConfusedGirl.jpg
 https://ifixyouriwhitepaperblog.files.wordpress.com/2013/10/swot-analysis.jpg
 http://b-i.forbesimg.com/williamarruda/files/2013/12/man-with-questions.jpg
 http://wallpapers111.com/wp-content/uploads/2015/05/avengers-age-of-ultron-wallpaper-hd-
5.jpg
 http://2.bp.blogspot.com/-
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 http://cdn.thesandtrap.com/f/f3/f35f1265_1-Callaway-Big-Bertha-Driver.jpeg
 https://media.licdn.com/mpr/mpr/p/7/005/068/20c/22b52db.jpg
 http://www.moviedeskback.com/wp-content/uploads/2012/12/Cirque-Du-Soleil-Worlds-
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15. CREATED BY
P.VISHAL, IIT MADRAS
DURING AN INTERNSHIP
UNDER PROF. SAMEER
MATHUR, IIM LUCKNOW
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