Identify competition KOTLER CH9

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

Marketing