identify competition kotler ch9
TRANSCRIPT
How To Identify
And Analyze
Competition
Determining A Competitive Frame
Of Reference
Defined as the other brands a brand
competes with which should be the focus of competition analysis
Category Membership
Product sets with which a brand competes
Competitor Focus
1. Industry based2. Market Based
Coke focused on soft drink (industry) business and missed opportunity for coffee bars
(market)
Analysing Customer
Study Customers to Analyse Competitors
Criteria to determine if a brand can function as
point of difference:1. Desirability2. Deliverability3. Differentiability