Lessons from Philip Kotler

1. {
How do marketers identify
and analyse competition?

2. Identifying
Competitors

3. Start with
Category membership
Determining products or its substitutes with which a brand competes

4. Vs

5. Vs

6. Simple??

7. Marketers
“ Competitors are companies that
satisfy same customer need”
Market Myopia

9. Coca-Cola focused on soft drink business and
missed seeing the market for
juice bars and Coffee bars
Stop defining competition in traditional category

10. Be aware of Emerging competitors
with new technologies

11. Mapping the buyer’s steps
in obtaining and using the
product
Key to profile Direct and Indirect competitors

12. Analysing competitors
Know about your competitor’s real and perceived
Strengths and Weaknesses

13. Identify your competitors
Strategies

14. Most importantly find out their
objectives

15. Recap
 Identifying competitors
 Category Membership
 Market Myopia
 Analysing Competitors