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