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 opportunities