Identifying and analysing competition

Identifying Competitors

Determining Category membership

The products or sets of products with which a brand competes and which

functions as close substitutes.

For a brand with explicit growth intentions to enter new markets ,

an aspirational competitive frame may be necessary to

reflect possible future competitors.

Gather information aboutCompetitor’s

What is each competitor seeking in the market place?

What drives each competitor’s behaviour?

Factors that shape a competitor’s objectives?

Manodhar Allu National Institute of Technology, Jamshedpur.