this slide gives you the fundamental about how you identify your competitors in the market and gather information to analyze it.

1. craftingtheBrandPositio
do marketers identify and analyse competitors?

2. companies that satisfy the same customer need

3. Identify competitors
Determining category membership
the products or sets of products with which a brand competes and which
a brand competes and which function as close substitutes.

5. Major bottled-water competitor

6. Actual and potential competitors
A company is more likely to be hurt by emerging
competitors or new technologies than by
current competitors.

7. Identify competitors
Classification of industries by marketer is based on
Number of sellers;
degree of product differentiation;
presence or absence of entry;
Mobility;
exit barriers;
cost structure;
degree of vertical integration;
and degree of globalization.

8. Value Innovation
In completion,
there is a high growth possibilities through value innovation
Red ocean
thinking Blue ocean
thinking

9. Value Innovation
Red ocean thinking
Seeking bloody, head to head battles with competitors
based largely on incremental improvement in
cost, quality or both.

10. Value Innovation
Blue ocean thinking
Creating products and series fro which there are no direct competitors.
Look for unoccupied market positions that represent real innovation.

11. Value Innovation
Blue ocean thinking
Design creative
business ventures to positively affect both a company’s
cost structure and its value proposition to customers.

12. Analyze competitors
gather information about each competitor’s real
and perceived strength and weakness.

13. Analyze competitors
Conducting competitive SWOT analysis
The overall evaluation of company’s
strength, weakness, opportunities and threats.

14. Analyze competitors
Customer’s rating of competitors on some key success factors like
Customer awareness,
product quality,
product availability,
technical assistance,
selling staff.

15. Analyze competitors
As part of this competitive analysis for positioning,
the firm should also ascertain the strategies and
objectives of its primary competitors.

16. After identifying competitors and its strategies
must have some question in mind
YOU
What is each competitor seeking in the marketplace ?
What drives each competitor’s behaviour ?

17. Recap
1.Identify competitors.
2. Actual and potential competitors.
3.Value innovation.
4. Analyze competitors.