Competitive benchmarking

Key Questions

How do competitors perform in various key dimensions in relevant markets and segments? How are they strategically positioned and what are important gaps?

 

Steps

  • Define and analyze key dimensions for benchmarking, e.g. sales, financials, organization, communication, brand portfolio, overall positioning
  • Conduct a detailed competitive communication and marketing analysis, including:
    • Advertising campaigns
    • Digital communication, including website, social media, and other relevant platforms
    • Media spending and channel mix
    • CRM / eCRM / mCRM strategy
    • Dealer/POS/Marketing
  • Conduct a strategic analysis of competitor positioning (including: slogan, key values, key benefits, RTBs, primary target groups, emotional tonality) and related strengths and weaknesses
  • Analyze traditional and digital marketing spending

 

Results

  • Comprehensive understanding of the marketing and communication performance of key players in relevant markets
  • Positioning opportunities and clear directions for communication and positioning strategy

 

Competitor screening and identification of positioning opportunitiesCompetitive benchmarking – Competitor screening and identification of positioning opportunities

 

Corporate Website Evaluation ModelCompetitive benchmarking – Corporate Website Evaluation Model