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    Defining The Competitive Set

    Uploaded by

    Mark Ortiz Luis Oller
    Product Management Bases of Competition Customer-oriented Marketing-oriented: advertising and promotion Resource-oriented Geographic Levels of Competition

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    Download as PPT, PDF, TXT or read online from Scribd

    Defining The Competitive Set

    Uploaded by

    Mark Ortiz Luis Oller
    454 views14 pages
    Product Management Bases of Competition Customer-oriented Marketing-oriented: advertising and promotion Resource-oriented Geographic Levels of Competition

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    Defining the Competitive Set

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    Product Management Bases of Competition Customer-oriented Marketing-oriented: advertising and promotion Resource-oriented Geographic Levels of Competition

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    454 views14 pages

    Defining The Competitive Set

    Uploaded by

    Mark Ortiz Luis Oller
    Product Management Bases of Competition Customer-oriented Marketing-oriented: advertising and promotion Resource-oriented Geographic Levels of Competition

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 14

    3-1

    Defining the Competitive Set

    McGraw-Hill/Irwin

    Copyright 2005 by The McGraw-Hill Companies, Inc. All rights reserved.

    Bases of Competition
    I. Customer-oriented
    Who they are competition for same budget
    When they use it
    Why they use it- benefits sought

    II. Marketing-oriented: advertising and


    promotion
    Theme/copy strategy
    Media
    Distribution
    Price

    3-3

    Bases of Competition cont.


    III. Resource-oriented
    Raw materials
    Employees
    Financial resources

    IV. Geographic

    3-4

    Levels of Competition
    Beers
    Ice
    cream

    Tea

    Regular
    colas

    Diet
    lemon
    limes
    Diet-Rite
    cola

    Wine
    Diet
    Pepsi

    Diet
    Coke

    Fast food

    Bottled
    water

    Baseball
    cards

    Fruit
    flavore
    d colas

    Lemon
    limes

    Coffee

    3-5

    Product form
    competition:
    Diet colas

    Juices

    Product
    category
    competition:
    Soft drinks

    Video
    rentals

    Generic
    competition:
    Beverages
    Budget
    competition:
    Food and
    entertainment

    Levels of Competition: Implications


    for Product Strategy
    Competitive Level

    Product Management Task

    Product
    Form

    Convince Customers that the


    Brand is Better than Others

    Product
    Category

    Convince Customers that the


    Product Form is Best in the
    Category

    Generic

    Convince Customers that the


    Product Category is the Best Way
    to Satisfy Needs

    Budget

    Convince Customers that the


    Generic Benefits are the Most
    Appropriate Way to Spend their
    Money
    3-6

    Energy Bar Competition


    Other
    Snacks
    Healthy
    Snacks
    Snack/Health
    Bars
    Energy
    Bars

    Odwalla
    Power Bar
    Balance Bar
    Clif
    Nutrigrain Bars
    Slimfast Bars
    Granola Bars
    Fruits
    Nuts
    Juice
    Crackers
    Chips
    Candy
    3-7

    PDA Competition
    Level of
    Competition

    Definition

    Competitors

    Need Satisfied

    Product form POAs Full-features

    Palm Pilot VII


    Compaq Aero
    Casioplus integrated
    communication
    Cassio Poeia

    Personal information
    management plus

    Product category

    PIMs

    Palm III
    Royal
    Casio PV-100

    PIM only

    Generic computers

    Notebook/
    subnotebook

    IBM
    Toshiba
    Many others
    Rolodex
    Day Timer

    Other solutions to the


    above

    Paper-based solutions
    Budget

    Business items costing


    $100-$1,000

    Fax machines
    Personal copiers
    Cellular phones
    Furniture (e.g.
    Steelcase)
    3-8

    Managerial Judgment of Competition


    Markets

    Product/Services
    Same
    Different

    Same

    Different

    3-9

    Brand-Switching Matrix
    Time t+1

    Time t

    .6

    .2

    .2

    .2

    .3

    .4

    .1

    .2

    .3

    .5

    .1

    .1

    .5

    .3

    .1

    .4

    .5

    3-10

    Defining Competition with Brand Choice Data


    All brands

    National

    Diet

    Cola

    Regional

    Regular

    Non-Cola

    3-11

    Family
    brand 1

    Family
    brand 2

    Defining Competition with Perceptual Mapping


    Moist

    Needs refrigeration

    As a formal dessert

    Bakery cake
    Homemade cake
    Homemade pie
    Layer cake mix
    Takes a long
    Cheese cake mix
    time to prepare
    Bundt cake mix
    Frozen pie

    Chocolate torte mix
    Frozen cake
    Boston crme pie mix
    Stirn Frost cake mix
    Light Style cake mix
    Individual pie
    Coffee cake mix
    Quick bread mix
    Snackin Cake mix

    Pudding mix
    Local mix
    Jell-O
    Dzer ta

    Canned pudding

    Hostess cupcakes

    Date bar mix


    Brownie mix
    Homemade cookies
    Cookie mix

    Good for a coffee break

    Bakery cookies
    Pillsbury cookie dough
    In my school work lunch

    3-12

    Oatmeal cookies
    Pepperidge Farm cookies
    Between meal snack
    Easy to carry with me

    Custard mix
    Tapioca pudding
    mix

    Methods Versus Competition Levels


    and Information Required

    3-13

    Enterprise Competition
    in Financial Services

    3-14

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