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Competitive study:-
The competitive analysis process presents an opportunity to
describe your major competitors in terms of the factors that
most influence revenues. This may include your
competitor’s:
• organization size
• market share
• comparative product quality
• growth
• available capital and resources
• image
• marketing strategy
• target markets
• And any attributes you consider important.
Product:-
Each company positions their products a little
differently. When reviewing the competitive
products, don’t wait until the annual trade show. Buy
your competition’s products. Study them. Understand
their key benefits and key downfalls. Evaluate the
good, bad, and indifferent, and develop competitive
product strategies accordingly.
These questions should be asked when undertaking
competitive analysis? The following is a useful list to bear
in mind:
Brand:-
A brand is a name, sign, symbol, slogan or anything that is
used to identify and distinguish a specific product, service,
or business. A legally protected brand name is called
a proprietary name.
For the study of product and brand we can take the example
of Pepsi and Coca Cola.
Taste:-
Coca-Cola is the original cola, while there isn't a huge difference
in taste, Pepsi mirrored their cola after Coke's, being just
different enough in taste to not actually be the same drink.
Sweetness
Pepsi tastes sweeter than Coca-Cola, This is the reason why many
prefer Pepsi over Coca-Cola in a blind test but prefer Coke when
drinking an entire can.
Carbonation:-
Coca-Cola has more carbonation than Pepsi depending on what
region you are in. It was said that depending on where each one was
made the amount of carbonation in them will be different therefore
proving that neither Coca-Cola nor Pepsi have more carbonation than
one another.
Brand War:-
Both drinks are no longer seen as a beverage but mainly as a brand.
Both companies commit heavily to sponsoring outdoor music festivals
and even charitable projects in third world countries,
Marketing Approach:-
Both Coca-Cola and Pepsi try to market as part of a life-style. Coca-
Cola uses phrases such as "Coke side of life" while Pepsi uses
phrases such as "Hot stuff", to promote the idea that Pepsi is "in
sync" with the cool side of life.
Pepsi tries to reach out to the younger generation by appealing to
pop culture.
Advertisements:-
Coca-Cola had Christina Aguilera featured in their commercials, while
Pepsi had Britney Spears.
VS
Aquafina vs Dasani
Distributors:-
Approach to "Purity":-
Purification Technology:-
Gatorade vs Powerade
Taste:-
The tastes are very similar, however because Powerade has a higher
sugar content and lower sodium content than Gatorade, it is
considered by many to have a slightly sweeter taste. Powerade offers
more flavors than Gatorade.
Science:-
Sugar Type:-
Gatorade use normal glucose where as Powerade uses a different
type of glucose, polymers. Studies have shown that polymers such as
maltodextrin are absorbed into the body fast. Although Gatorade has
a high level of sodium content (almost twice that of Powerade), I am
more interested in the sugar level when in the middle of a run as it is
much easer to get sodium from day to day foods then it is to when a
slightly higher sugar spike is needed (about 6gms Gatorade to
Powerade’s 8gms).
Both Powerade and Gatorade contain high fructose corn syrup, a
heavily processed sugar-based sweetener that has recently begun to
gain controversial attention for its supposed health dangers.
Sodium Replenishment:-
The sodium content of Gatorade is about 450 milligrams per liter; for
Powerade, it is 225 mg/L. Thus Gatorade does a somewhat better job
of replacing the sodium lost in sweat...
Viewed scientifically, the differences between Gatorade and
Powerade are small, with neither beverage appearing clearly superior
to the other. I personally prefer Gatorade, since it replaces sodium
losses more effectively than Powerade does. However, this may not
be an important consideration except in very long runs in which
several liters of sweat are secreted.
Brand:-
Gatorade is owned by Pepsi. Powerade is owned by Coca-
Cola.
Branding:-
The original The second
stylized Pepsi- stylized Pepsi- Pepsi logo (1973-
Cola logo, Cola logo, 87). In 1987, the
trademarked at trademarked at Pepsi logo (2003-08).
font was modified
the USPTO, and the USPTO, and Originally the Pepsi
slightly to a more
owned by the owned script was written
rounded version
Pepsi Company byPepsiCo above the globe; it
which was used
would be moved
until 1991. this
below the globe when
logo was used for
Pepsi redesigned the
pepsi throwback in
packaging in 2007 for
2010
the "Design Pepsi
Can" contest. Pepsi
Wild Cherry
continued to use this
design through the
first quarter of 2010.
SWOT analysis template
opportunities threats
• Market developments? • Political effects?
• Competitors' vulnerabilities? • Legislative effects?
• Industry or lifestyle trends? • Environmental effects?
• Technology development and • IT developments?
innovation? • Competitor intentions - various?
• Global influences?
• New markets, vertical, horizontal? • Market demand?
• Niche target markets? • New technologies, services, ideas?
• Geographical, export, import? • Vital contracts and partners?
• New USP's? • Sustaining internal capabilities?
• Tactics - surprise, major contracts, • Obstacles faced?
etc?
• Insurmountable weaknesses?
• Business and product development?
• Loss of key staff?
• Information and research?
• Sustainable financial backing?
• Partnerships, agencies, distribution?
• Economy - home, abroad?
• Volumes, production, economies?
• Seasonality, weather effects?
• Seasonal, weather, fashion
influences?