http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Competitive environment 2. Agenda 3. Spinning test 4. Competitor checklist 5. Your market 6. Narrow or wide definition 7. Defines competitors 8. Defines customers 9. Determining your position 10. Determining your strategy for growth 11. Your market 12. Most wanted man in the world? 13. First solo trans pacific crossing? 14. First man on the moon? 15. Highest mountain in Australia 16. Who remembers...? 17. Be a market leader in a small market 18. Some tools 19. SWOT Analysis 20. Strengths 21. Weaknesses 22. Opportunities 23. Threats 24. Competitive mapping 25. Direct competitors 26. Substitute/Alternate 27. Economic 28. GJC Competitive mapping 29. Innovative entrant modelling 30. Four entrants 31. Brands 32. Futures tunnel 33. Historical forces 34. Current impacts 35. Future considerations 36. Trends research 37. The future 38. Probable 39. Preferred 40. Possible 41. Binary Analysis 42. Where's the growth 43. New customers 44. Existing customers 45. Binary analysis 46. Market growth/brand share 47 - 54. Binary analysis cont... 55-73. Coca-cola vs. Pepsi 74. Competitive Environment
2. Agenda
1:30 - 1:50 Stimulation Keynote (outside scope)
1:50 - 3:00 Working session covering Market place, Competitors, Outside
Threats and Trends
3:00 - 3:15 Break
3:15 - 4:15 Stump the Strategist session. Your chewiest marketing challenge
solved live in 9 minutes.
Link to me on LinkedIn (Ashton Bishop) and you
can download this presentation
4. Competitor
Checklist
Measure w
hat’ s right, not
just what’s
Look for op e asy
portunities
, not just ev
Use the rig idence
ht tools
Think broad
ly, act narr
owly
- bring it ba
ck to grow
th
Think 1000
days
5. YOUR MARKET?
Defining your market is
the most important
business shaping decision you can make
6. YOUR MARKET?
Narrow or wide
definition
Defining your market is
the most important
business shaping decision you can make
7. YOUR MARKET?
Defines
Narrow or wide
competitors
definition
Defining your market is
the most important
business shaping decision you can make
8. YOUR MARKET?
Defines
Narrow or wide
competitors Defines
definition
customers
Defining your market is
the most important
business shaping decision you can make
9. YOUR MARKET?
Defines
Narrow or wide
competitors Defines
definition
customers
Defining your market is
the most important
business shaping decision you can make
Determines your
position in that
category
10. YOUR MARKET?
Defines
Narrow or wide
competitors Defines
definition
customers
Defining your market is
the most important
business shaping decision you can make
Determines your
Determines your
strategy for
position in that
growth
category
13. YOUR MARKET?
- Most wanted man in - First solo trans-pacific air
the world? crossing?
14. YOUR MARKET?
- Most wanted man in - First solo trans-pacific air - First man on
the world? crossing? the moon?
15. YOUR MARKET?
- Most wanted man in - First solo trans-pacific air - First man on - Highest mountain in
the world? crossing? the moon? Australia?
16. YOUR MARKET?
- Most wanted man in - First solo trans-pacific air - First man on - Highest mountain in
the world? crossing? the moon? Australia?
Who remembers number 2?
17. YOUR MARKET?
- Most wanted man in - First solo trans-pacific air - First man on - Highest mountain in
the world? crossing? the moon? Australia?
Who remembers number 2?
BE A MARKET
LEADER
IN A SMALLER
MARKET
25. COMPETITIVE MAPPING
Direct Competitors
same noun/verb
Noun = Name
Verb = Action
26. COMPETITIVE MAPPING
Direct Competitors
same noun/verb
Alternative Substitute
same noun/ different noun/
different verb same verb
Noun = Name
Verb = Action
27. COMPETITIVE MAPPING
Direct Competitors
same noun/verb
Alternative Substitute
same noun/ different noun/
different verb same verb
Noun = Name
Verb = Action
Economic
different noun/verb
28. GJC COMPETITIVE MAPPING
Direct Competitors
same noun/verb
“Espresso Coffee”
Starbucks
McCafe
Coffee Club
Michel’s
Local cafe
Alternative
Caffeine soft drink Substitute
same noun/ Instant coffee Tea different noun/
different verb same verb
Filtered coffee Easy Way
“Quick Coffee” snacks “Caffeine Hit”
“bubble drinks”
soft drinks
better lunch
petrol
cigarettes
“Cash
Noun = Name Takers”
Verb = Action
Economic
different noun/verb
37. The
Future
When working with a futurist they would generally ask you to look at 3 different futures.
38. PROBABLE
What’s most likely to
happen in the next 10
years?
The
Future
When working with a futurist they would generally ask you to look at 3 different futures.
39. PROBABLE
What’s most likely to
happen in the next 10
years?
The
Future
PR
EF
ER
RE
D
What would we like to happen?
And how can we help this eventuate?
When working with a futurist they would generally ask you to look at 3 different futures.
40. PROBABLE
What might happen in
the next 10 years ?
What’s most likely to
happen in the next 10
years?
The
Future
PR
EF
E ER
S IBL RE
POS D
What would we like to happen?
And how can we help this eventuate?
When working with a futurist they would generally ask you to look at 3 different futures.
41. BINARY ANALYSIS
How to make sure every $ you spend on marketing
only works for you
The Law of Selling by Dave Trott
43. BINARY ANALYSIS
Where’s the growth?
• Net sum game
– More ads ≠ more money to spend
You can only get:
1. New people to use
your product
– $ entering the
category OR
– $ switched from
your competitor
44. BINARY ANALYSIS
Where’s the growth?
• Net sum game
– More ads ≠ more money to spend
You can only get:
1. New people to use 2. Existing customers
your product
– use more
– $ entering the (frequency)
category OR – pay more (up-sell,
– $ switched from x-sell, premium)
your competitor
51. BINARY ANALYSIS
Market Leader should
normally look to grow
the market
Market Growth Brand Share
Current Users Triallists Current Users Triallists
Branding U.S.P. Branding U.S.P. Branding U.S.P. Branding U.S.P.
52. BINARY ANALYSIS
Market Leader should
normally look to grow
the market
Market Growth Brand Share
Current Users Triallists Current Users Triallists
Branding U.S.P. Branding U.S.P. Branding U.S.P. Branding U.S.P.
Will join the category
from next most attractive
alternative
53. BINARY ANALYSIS
Market Leader should
normally look to grow
the market
Market Growth Brand Share
Current Users Triallists Current Users Triallists
Branding U.S.P. Branding U.S.P. Branding U.S.P. Branding U.S.P.
Will join the category Currently your
from next most attractive competitors’ customers
alternative
54. BINARY ANALYSIS
Market Leader should
normally look to grow
the market
Market Growth Brand Share
Current Users Triallists Current Users Triallists
Branding U.S.P. Branding U.S.P. Branding U.S.P. Branding U.S.P.
Will join the category Currently your Be honest if no real USP
from next most attractive competitors’ customers and make your
alternative branding strong!
56. MARKET
GROWTH
Current Users TRIALISTS
U.S.P.
Branding U.S.P. BRANDING
57. MARKET
GROWTH
Current Users TRIALISTS
U.S.P.
Branding U.S.P. BRANDING
58.
59. MARKET
GROWTH
Current Users TRIALISTS
U.S.P.
Branding U.S.P. BRANDING
60. MARKET
GROWTH
Current Users TRIALISTS
U.S.P.
Branding U.S.P. BRANDING
61. BRAND SHARE
Current Users TRIALISTS
U.S.P.
Branding U.S.P. BRANDING
62. BRAND SHARE
Current Users TRIALISTS
U.S.P.
Branding U.S.P. BRANDING
63. BRAND SHARE
Current Users TRIALISTS
U.S.P.
Branding U.S.P. BRANDING
64.
65. BRAND SHARE
Current Users TRIALISTS
Branding U.S.P. BRANDING U.S.P.
66. BRAND SHARE
Current Users TRIALISTS
Branding U.S.P. BRANDING U.S.P.
67. BRAND SHARE
Current Users TRIALISTS
Branding U.S.P. BRANDING U.S.P.
68. BRAND SHARE
Current Users TRIALISTS
Branding U.S.P. BRANDING U.S.P.
69.
70. MARKET
GROWTH
CURRENT TRIALISTS
USERS
U.S.P.
BRANDING U.S.P. BRANDING
71. MARKET
GROWTH
CURRENT TRIALISTS
USERS
U.S.P.
BRANDING U.S.P. BRANDING
72. MARKET
GROWTH
CURRENT TRIALISTS
USERS
U.S.P.
BRANDING U.S.P. BRANDING
73. MARKET
GROWTH
CURRENT TRIALISTS
USERS
U.S.P.
BRANDING U.S.P. BRANDING
74. C OMPE TITIVE EN VIRONMENT
WHY YOU NEED IT OUR EXAMPLE:
AND HOW TO USE IT
COMPETITION IS
CATEGORY: COACHED MARKETING SERVICES
MAIN COMPETITORS: I N S P I R AT I O N
GETTING TOUGHER! COMPETITOR PRIORITY STRENGTHS YOU WANT TO BE
Established and entrenched relationships;
MORE RELEVANT
Traditional Creative
Knowing your competitors' key strengths 1 opportunities to swim upstream, killer polish on
Agencies (Do It For Me)
and weaknesses is not only a great place production, breadth of production
to learn and find business growth - it’s Reputation, inflated price-point is seen as an indicator
TO A SMALLER
Brand Consultants
crucial in how you differentiate your 2 of quality and credibility through associations with big
(Do It For Me)
business. brands
NUMBER OF PEOPLE
Seminars, Speakers, Low price points, seen as experts often without real
Without a differentiating factor there 3
Coaches (Do It With Me) experience, focused, high profile
really is no reason for your customers
In-house, Books, Digital
to spend money with you, instead of with 4 Cost effective
Support (Do It Yourself)
your competitors. MASSAGE THERAPIST
You’ll also want to have a look at the VS
environment in which you’re operating in.
Knowing what trends will impact your
OUTSIDE THREATS: TRENDS SPORTS MASSAGE THERAPIST
category, and what the threats are, can US/OS based effective online Increasing competition VS
help future-proof your business. tutorials/webinars (Google) and pressure on margins
PERFORMANCE ATHLETE
Business coaches: Brad Sugars/
Rogen International
Growing numbers of REHABILITATIVE MASSAGE
small businesses
RESOURCES & www.google.com/trends
REFERENCES www.google.com/press/zeitgeist
www.trendspotting.com
www.trendwatching.com
www.fastflip.googlelabs.com
www.springwise.com
Editor's Notes
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Clockwise is right hand side of brain - left handed, creative\nAnti-clockwise is left side of brain - rational, logical\n
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Seems obvious - but often it isn’t if you’re a small player. \nYou need to think, you need to define your niche to stop yourself getting lost or swallowed up!\n
Seems obvious - but often it isn’t if you’re a small player. \nYou need to think, you need to define your niche to stop yourself getting lost or swallowed up!\n
Seems obvious - but often it isn’t if you’re a small player. \nYou need to think, you need to define your niche to stop yourself getting lost or swallowed up!\n
Seems obvious - but often it isn’t if you’re a small player. \nYou need to think, you need to define your niche to stop yourself getting lost or swallowed up!\n
Seems obvious - but often it isn’t if you’re a small player. \nYou need to think, you need to define your niche to stop yourself getting lost or swallowed up!\n
Neil Armstrong\nBuzz Aldrin\nCharles Pete Conrad\n--------\nCharles Kingford Smith\nSecond? \n----\nMount Kosciuszko (2,228 m) — highest mountain in mainland Australia — New South Wales\nMount Kosciuszko 2228\nMount Townsend 2209\nMount Twynam 2195\nMawson Peak is a peak on Heard Island, an Australian territory in the Southern Ocean\nMawson Peak (2,745 m) — Highest peak in any state or territory of Australia\n
Neil Armstrong\nBuzz Aldrin\nCharles Pete Conrad\n--------\nCharles Kingford Smith\nSecond? \n----\nMount Kosciuszko (2,228 m) — highest mountain in mainland Australia — New South Wales\nMount Kosciuszko 2228\nMount Townsend 2209\nMount Twynam 2195\nMawson Peak is a peak on Heard Island, an Australian territory in the Southern Ocean\nMawson Peak (2,745 m) — Highest peak in any state or territory of Australia\n
Neil Armstrong\nBuzz Aldrin\nCharles Pete Conrad\n--------\nCharles Kingford Smith\nSecond? \n----\nMount Kosciuszko (2,228 m) — highest mountain in mainland Australia — New South Wales\nMount Kosciuszko 2228\nMount Townsend 2209\nMount Twynam 2195\nMawson Peak is a peak on Heard Island, an Australian territory in the Southern Ocean\nMawson Peak (2,745 m) — Highest peak in any state or territory of Australia\n
Neil Armstrong\nBuzz Aldrin\nCharles Pete Conrad\n--------\nCharles Kingford Smith\nSecond? \n----\nMount Kosciuszko (2,228 m) — highest mountain in mainland Australia — New South Wales\nMount Kosciuszko 2228\nMount Townsend 2209\nMount Twynam 2195\nMawson Peak is a peak on Heard Island, an Australian territory in the Southern Ocean\nMawson Peak (2,745 m) — Highest peak in any state or territory of Australia\n
Neil Armstrong\nBuzz Aldrin\nCharles Pete Conrad\n--------\nCharles Kingford Smith\nSecond? \n----\nMount Kosciuszko (2,228 m) — highest mountain in mainland Australia — New South Wales\nMount Kosciuszko 2228\nMount Townsend 2209\nMount Twynam 2195\nMawson Peak is a peak on Heard Island, an Australian territory in the Southern Ocean\nMawson Peak (2,745 m) — Highest peak in any state or territory of Australia\n
Neil Armstrong\nBuzz Aldrin\nCharles Pete Conrad\n--------\nCharles Kingford Smith\nSecond? \n----\nMount Kosciuszko (2,228 m) — highest mountain in mainland Australia — New South Wales\nMount Kosciuszko 2228\nMount Townsend 2209\nMount Twynam 2195\nMawson Peak is a peak on Heard Island, an Australian territory in the Southern Ocean\nMawson Peak (2,745 m) — Highest peak in any state or territory of Australia\n
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Often a brands strength or weakness only shows up in the light of a truly strong competitor. Thinking about what a truly innovative brand might do if they entered your market may give you a chance to pre-emptively defend against not only your current competitors but broader competitive set. How to use this tool is you pick an entrant, given their brand what would they do if they entered the market, does this give you any ideas or opportunities. Repeat for 4 entrants.\n\n
Often a brands strength or weakness only shows up in the light of a truly strong competitor. Thinking about what a truly innovative brand might do if they entered your market may give you a chance to pre-emptively defend against not only your current competitors but broader competitive set. How to use this tool is you pick an entrant, given their brand what would they do if they entered the market, does this give you any ideas or opportunities. Repeat for 4 entrants.\n\n
Often a brands strength or weakness only shows up in the light of a truly strong competitor. Thinking about what a truly innovative brand might do if they entered your market may give you a chance to pre-emptively defend against not only your current competitors but broader competitive set. How to use this tool is you pick an entrant, given their brand what would they do if they entered the market, does this give you any ideas or opportunities. Repeat for 4 entrants.\n\n
Often a brands strength or weakness only shows up in the light of a truly strong competitor. Thinking about what a truly innovative brand might do if they entered your market may give you a chance to pre-emptively defend against not only your current competitors but broader competitive set. How to use this tool is you pick an entrant, given their brand what would they do if they entered the market, does this give you any ideas or opportunities. Repeat for 4 entrants.\n\n
Often a brands strength or weakness only shows up in the light of a truly strong competitor. Thinking about what a truly innovative brand might do if they entered your market may give you a chance to pre-emptively defend against not only your current competitors but broader competitive set. How to use this tool is you pick an entrant, given their brand what would they do if they entered the market, does this give you any ideas or opportunities. Repeat for 4 entrants.\n\n
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Only want to grow the market if you’re market leader. If a challenger grows the market they ‘give away’ a disproportionate share and strengthen the leader’s position. \n
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1. Coke started the cola boom with branding and rapidly grew the market. \n2. Pepsi came in and tried to do the same thing, but just drove Coke’s share\n3. Meanwhile Coke tried to attack Pepsi with ‘the real thing’ \n4. Pepsi changed tact and took Coke’s share with the ‘Pepsi challenge’ \n5. Coke then went back to growing the market with, ‘I want to but the world a coke’. As everyone had tried, they focused on current users. \n
1. Coke started the cola boom with branding and rapidly grew the market. \n2. Pepsi came in and tried to do the same thing, but just drove Coke’s share\n3. Meanwhile Coke tried to attack Pepsi with ‘the real thing’ \n4. Pepsi changed tact and took Coke’s share with the ‘Pepsi challenge’ \n5. Coke then went back to growing the market with, ‘I want to but the world a coke’. As everyone had tried, they focused on current users. \n
1. Coke started the cola boom with branding and rapidly grew the market. \n2. Pepsi came in and tried to do the same thing, but just drove Coke’s share\n3. Meanwhile Coke tried to attack Pepsi with ‘the real thing’ \n4. Pepsi changed tact and took Coke’s share with the ‘Pepsi challenge’ \n5. Coke then went back to growing the market with, ‘I want to but the world a coke’. As everyone had tried, they focused on current users. \n
1. Coke started the cola boom with branding and rapidly grew the market. \n2. Pepsi came in and tried to do the same thing, but just drove Coke’s share\n3. Meanwhile Coke tried to attack Pepsi with ‘the real thing’ \n4. Pepsi changed tact and took Coke’s share with the ‘Pepsi challenge’ \n5. Coke then went back to growing the market with, ‘I want to but the world a coke’. As everyone had tried, they focused on current users. \n
1. Coke started the cola boom with branding and rapidly grew the market. \n2. Pepsi came in and tried to do the same thing, but just drove Coke’s share\n3. Meanwhile Coke tried to attack Pepsi with ‘the real thing’ \n4. Pepsi changed tact and took Coke’s share with the ‘Pepsi challenge’ \n5. Coke then went back to growing the market with, ‘I want to but the world a coke’. As everyone had tried, they focused on current users. \n
1. Coke started the cola boom with branding and rapidly grew the market. \n2. Pepsi came in and tried to do the same thing, but just drove Coke’s share\n3. Meanwhile Coke tried to attack Pepsi with ‘the real thing’ \n4. Pepsi changed tact and took Coke’s share with the ‘Pepsi challenge’ \n5. Coke then went back to growing the market with, ‘I want to but the world a coke’. As everyone had tried, they focused on current users. \n
1. Coke started the cola boom with branding and rapidly grew the market. \n2. Pepsi came in and tried to do the same thing, but just drove Coke’s share\n3. Meanwhile Coke tried to attack Pepsi with ‘the real thing’ \n4. Pepsi changed tact and took Coke’s share with the ‘Pepsi challenge’ \n5. Coke then went back to growing the market with, ‘I want to but the world a coke’. As everyone had tried, they focused on current users. \n
1. Coke started the cola boom with branding and rapidly grew the market. \n2. Pepsi came in and tried to do the same thing, but just drove Coke’s share\n3. Meanwhile Coke tried to attack Pepsi with ‘the real thing’ \n4. Pepsi changed tact and took Coke’s share with the ‘Pepsi challenge’ \n5. Coke then went back to growing the market with, ‘I want to but the world a coke’. As everyone had tried, they focused on current users. \n
1. Coke started the cola boom with branding and rapidly grew the market. \n2. Pepsi came in and tried to do the same thing, but just drove Coke’s share\n3. Meanwhile Coke tried to attack Pepsi with ‘the real thing’ \n4. Pepsi changed tact and took Coke’s share with the ‘Pepsi challenge’ \n5. Coke then went back to growing the market with, ‘I want to but the world a coke’. As everyone had tried, they focused on current users. \n
1. Coke started the cola boom with branding and rapidly grew the market. \n2. Pepsi came in and tried to do the same thing, but just drove Coke’s share\n3. Meanwhile Coke tried to attack Pepsi with ‘the real thing’ \n4. Pepsi changed tact and took Coke’s share with the ‘Pepsi challenge’ \n5. Coke then went back to growing the market with, ‘I want to but the world a coke’. As everyone had tried, they focused on current users. \n
1. Coke started the cola boom with branding and rapidly grew the market. \n2. Pepsi came in and tried to do the same thing, but just drove Coke’s share\n3. Meanwhile Coke tried to attack Pepsi with ‘the real thing’ \n4. Pepsi changed tact and took Coke’s share with the ‘Pepsi challenge’ \n5. Coke then went back to growing the market with, ‘I want to but the world a coke’. As everyone had tried, they focused on current users. \n
1. Coke started the cola boom with branding and rapidly grew the market. \n2. Pepsi came in and tried to do the same thing, but just drove Coke’s share\n3. Meanwhile Coke tried to attack Pepsi with ‘the real thing’ \n4. Pepsi changed tact and took Coke’s share with the ‘Pepsi challenge’ \n5. Coke then went back to growing the market with, ‘I want to but the world a coke’. As everyone had tried, they focused on current users. \n
1. Coke started the cola boom with branding and rapidly grew the market. \n2. Pepsi came in and tried to do the same thing, but just drove Coke’s share\n3. Meanwhile Coke tried to attack Pepsi with ‘the real thing’ \n4. Pepsi changed tact and took Coke’s share with the ‘Pepsi challenge’ \n5. Coke then went back to growing the market with, ‘I want to but the world a coke’. As everyone had tried, they focused on current users. \n
1. Coke started the cola boom with branding and rapidly grew the market. \n2. Pepsi came in and tried to do the same thing, but just drove Coke’s share\n3. Meanwhile Coke tried to attack Pepsi with ‘the real thing’ \n4. Pepsi changed tact and took Coke’s share with the ‘Pepsi challenge’ \n5. Coke then went back to growing the market with, ‘I want to but the world a coke’. As everyone had tried, they focused on current users. \n
1. Coke started the cola boom with branding and rapidly grew the market. \n2. Pepsi came in and tried to do the same thing, but just drove Coke’s share\n3. Meanwhile Coke tried to attack Pepsi with ‘the real thing’ \n4. Pepsi changed tact and took Coke’s share with the ‘Pepsi challenge’ \n5. Coke then went back to growing the market with, ‘I want to but the world a coke’. As everyone had tried, they focused on current users. \n
1. Coke started the cola boom with branding and rapidly grew the market. \n2. Pepsi came in and tried to do the same thing, but just drove Coke’s share\n3. Meanwhile Coke tried to attack Pepsi with ‘the real thing’ \n4. Pepsi changed tact and took Coke’s share with the ‘Pepsi challenge’ \n5. Coke then went back to growing the market with, ‘I want to but the world a coke’. As everyone had tried, they focused on current users. \n
1. Coke started the cola boom with branding and rapidly grew the market. \n2. Pepsi came in and tried to do the same thing, but just drove Coke’s share\n3. Meanwhile Coke tried to attack Pepsi with ‘the real thing’ \n4. Pepsi changed tact and took Coke’s share with the ‘Pepsi challenge’ \n5. Coke then went back to growing the market with, ‘I want to but the world a coke’. As everyone had tried, they focused on current users. \n