Strategic Insights Study
Client XYZ | October 1 – December 31, 2013
Client XYZ
Building a Marketing & Engagement Roadmap
Competitive Analysis
 Competitor 3
 Competitor 2
 Competitor 4
 Competitor 1
Pentonmarketingservices.com | 3
Competitive Share of Voice
Total mentions analyzed from October - December
2013:
Competito...
Pentonmarketingservices.com | 4
Competitor 1
 Has Competitor 1 University, through which
customers can read articles, wat...
Pentonmarketingservices.com | 5
Competitive Key Insights
Competitor 1
 Often heralded for their natural and organic
produ...
Pentonmarketingservices.com | 6
Brand Promotion on Websites
Other brands, including Competitor 2 and
Competitor 3 have a p...
Pentonmarketingservices.com | 7
Competitive Website Experience
Segmented categories allow users to quickly find what they’...
Pentonmarketingservices.com | 8
Competitor 1
They offer education and marketing material for
retailers. The company has ta...
Pentonmarketingservices.com | 9
Competitor 4
Competitor 4 is promoting its local and online
retailers through the “Store L...
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Strategic Insights Study Competitive Analysis Sample

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Penton Digital Research Strategic Insights Study Competitive Analysis Sample

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  • Competitor 1 and Competitor 2 are leading the pack, Client XYZis behind them.
  • Competitor 1 content, enewsletters, Competitor 4 also has it. a lot of the content that Client XYZ has on their fuel site can be used on their main site and relaly amplify the time spent on the website, and brand thought leadership.
  • Moms-salesQuality of supplements is highVegan/vegetarian optionsCompetitor 4; fitness prices are too high; non-GMO brands and vegetarian products
  • Competitor 1 offers sales tools, catalogs, banners and displays,window signs, educational literature for both their customers (employees) and consumers. Productotlogy training program for retailers that are registered on their website Competitor 1 also allows users to search for retail locations that carry specific products. And they can even search a specific product.
  • Competitor 4 also has a store locator page that is interactive. Geotargeting is also useful in this situation. While this is a store locator function that allows the location of the brand in general, Competitor 1 has the ability to search by product.
  • Strategic Insights Study Competitive Analysis Sample

    1. 1. Strategic Insights Study Client XYZ | October 1 – December 31, 2013 Client XYZ Building a Marketing & Engagement Roadmap
    2. 2. Competitive Analysis  Competitor 3  Competitor 2  Competitor 4  Competitor 1
    3. 3. Pentonmarketingservices.com | 3 Competitive Share of Voice Total mentions analyzed from October - December 2013: Competitor 1 is talked about a lot in regards to their weight management and fitness nutrition supplements, similar to that of Client XYZ. Though it has a small percentage, Competitor 4’s sentiment is often high, with consumers talking about the high quality of the product, and that their vitamins are “clean/organic” which is important to the younger demographics. Competitor 1 Food is often recommended as a very high quality, well-priced, natural brand. 39% 29% 24% 6% 2% Share of Voice - October - December 2013
    4. 4. Pentonmarketingservices.com | 4 Competitor 1  Has Competitor 1 University, through which customers can read articles, watch videos, take courses which include the basics of sports, digestive health, and numerous other topics. This is extensive as it requires books to be read.  Other content on this website includes a one- minute-to-wellness library that visitors can see to play crossword puzzles about antioxidants, watch videos. E-NEWSLETTERS A couple competitors have an e-newsletter that is filled with industry and brand information.  Competitor 4: Get the Whole Truth Competitive Analysis Key Insights What content are competitors using to appeal to their audience?
    5. 5. Pentonmarketingservices.com | 5 Competitive Key Insights Competitor 1  Often heralded for their natural and organic products, as well as being cheaper than many other natural brands.  Moms mention buying them on amazon and other online sites like Vitacost when there are sales going on.  Competitor 1 probiotic positive sentiment, the majority of people say that it’s a very good product and that the quality is high.  Competitor 1 and Jarrow are the most often recommended products in the health aging category for men 50 and older. In this category, Competitor 4 does not generate as many mentions.  Competitor 1 is also a popular natural brand within the fitness communities. They have a lot of vegan/vegetarian options, and the availability is good as well as the cost. Competitor 4  Competitor 4 prenatal- natural/vegetarian/gluten-free; very trusted supplement, can take them on empty stomach  Competitor 4 is not heralded as a strong competitor in the fitness category because their price is too high.  Weight management categories yield recommendations around Competitor 4 and Garden of Life because of their good vegetarian and non-GMO brands. Competitor 2  Competitor 2 Alive! Was the product most mentioned for this brand, discussed mostly by women in the weight loss and fitness categories. Competitor 3  This brand was not mentioned often in any of the categories.
    6. 6. Pentonmarketingservices.com | 6 Brand Promotion on Websites Other brands, including Competitor 2 and Competitor 3 have a page on the website about who they are as a company, what their products mean, and what they’re made of. They’re transparent and it’s a good way to gain thought leadership and brand loyalty.
    7. 7. Pentonmarketingservices.com | 7 Competitive Website Experience Segmented categories allow users to quickly find what they’re looking for Very comprehensive user experience that allows consumers to select from a variety of factors Jarrow Website Navigation
    8. 8. Pentonmarketingservices.com | 8 Competitor 1 They offer education and marketing material for retailers. The company has tailored its business model to help the retailers selling its products. It is offering retail partners access to sales tools, including retail and consumer catalogs, banners and displays, window signs, shelf talkers and educational literature for customers and consumers. The centerpiece of Competitor 1’s retailer education program is Competitor 1 University. This includes free educational programs, such as video courses and monthly webinars with industry influencers. Competitor 1 also offers facility tours, an annual open house and a number of free e-newsletters for their retailers. Competitor 1 recently introduced it’s Competitor 1 Product-ology training program, available only to registered retailers through the Retailer Portal. In addition to Competitor 1 University, which provides educational tools and webinars for retailers and their employees, Competitor 1 allows users to search for retail locations that carry specific products. On their search page, there is a “Search by SKU” option: Competitive Retailer Experience How are competitors promoting and educating retailers?
    9. 9. Pentonmarketingservices.com | 9 Competitor 4 Competitor 4 is promoting its local and online retailers through the “Store Locator” page. They are prominently displaying links to the store locator page on the main page, as well. Within the Store Locator, users can see a customized map, detailing all the locations that carry their products. They are also including links to featured online retail partners on the page’s sidebar. The Store Locator page is also using geo- targeting so customers do not have to manually enter their location. The page is recognizing where the user is located and populating the map based on their current location. Competitive Retailer Experience How are competitors promoting and educating retailers?

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